(image) I don’t have Siri yet – I’m still using my “old” iPhone 4. But I do have my hands on a new (unboxed) Nexus, which has Google Voice Actions on it, and I’m sure at some point I’ll get a iPhone 4GS. So this post isn’t written from experience as much as it’s pure speculation, or as I like to call it, Thinking Out Loud.

But driving into work yesterday I realized how useful voice search is going to be to me, once I’ve got it installed. Stuck in traffic, I tried searching for alternate routes, and it struck me how much easier it’d be to just say “give me alternate routes.” That got me thinking about all manner of things – many of which are now possible – “Text my wife I’ll be late,” “Email my assistant and ask her to print the files for my 11 am meeting,” “Find me a good liquor store within a mile of here,” (I’ve actually done that one using Siri on my way to a friend’s house last weekend).

I’ve written about this before, of course (see Texting Is Stupid, for one example from over three years ago), and I predicted in 2011 that voice was going to be a game changer. It clearly is, but now my question is this: What’s the business model?

I hate to pick on Google, but it’s worth asking the question, given how it dominates mobile search: What happens to the AdWords business model when a large percentage of mobile searches are done using voice? Given we don’t look at our screens while using voice commands (pretty much the whole point, no?), how will Google make money from voice search?

It’s an interesting question, but not for Apple – Apple doesn’t make money through search ads, so it can give voice search away for free, and use it as a benefit of buying and using the hardware device (which is where Apple makes its coin, after all). And from what I can tell, Apple uses Yahoo, Wolfram, Yelp and others to populate Siri’s search answers, not Google. I’m sure there’s a direct reason for that: Google probably wanted some kind of fee from Apple, and I’m guessing Apple had little interest in paying. (I also don’t know if Apple is paying Yahoo, Wolfram or Yelp, if any of you do, please let me know…)

Now, Google does have one model in market that could translate to money in voice search – what it calls “Click to Call.” This is the ability for businesses to integrate direct phone calling into their mobile ads. I don’t know if that model is integreated into Voice Actions, but I’d be surprised if it didn’t show up soon (I can imagine Google’s version of Siri asking “Would you like to call this business now?”). And while that should prove a decent revenue stream, it won’t cover the majority of voice searches. And Google isn’t a company that likes to give away search without a monetization strategy.

What do you think such a strategy might be? Could we even imagine the return of “paid inclusion” – where voice search results are returned based on who pays to be part of the results? Sounds far fetched, but at the right scale, it could work.

I’ve not done much thinking about this, but I bet some of you have. What do you say?

In a total game changer for the worlds of toys and technology (Hasbro and Zynga have teamed up to make toys and board games based on Zynga’s popular online video games. Starting with Words With Friends, the partnership will also see FarmVille, MafiaWars and more in physical form this Fall) (WSJ, reg required)

- Wanting the best for your kid is one thing, but some parents are taking it too far bringing the term ‘helicopter parent’ (to a whole new level. According to a recent study by Michigan State University, one-third of employers received resumes from parents on behalf of their kids, and even more mortifying is that 4% of parents came to interviews with their child! Wait, who’s applying for the job again? But on the other end of the spectrum, many parents understand that it’s a tough job market and they don’t expect their children to be fully financially independent by 22) (Business Insider) (MSN)

- We can’t promise that “The Vow” will rake in the biggest ticket sales this weekend (but we’re fairly certain considering it features two of Millennials’ favorite stars, nearly 70% of women under 25 and 49% of women over 25 have a “definite” interest in seeing it, and experts estimate it will bring in $30 million this weekend! Speaking of movies, we’re excited that “Wet Hot American Summer” is getting a sequel with the original cast! But if you’re more into vampire films, good news: Millennial Woman of the Year Selena Gomez will lend her voice as Dracula’s daughter in Adam Sandler’s animated movie “Hotel Transylvania.” See, we told you this vampire phenomenon wouldn’t be short-lived) (Chicago Tribune) (Vulture) (Celebuzz)

- With Valentine’s Day right around the corner (MTV is spreading the message to GYT — Get Yourself Tested — a campaign that encourages young people to talk openly about STDS and testing. Check out the new interactive video experience which offers talking tips, facts, a quiz, sweepstakes, and more. So what are you waiting for…get yourself tested!) (MTV)

- Why is Jane Austen still relevant to readers today? (Join YA authors Shannon Hale, Elizabeth Eulberg, and E. Lockhart in a live chat this Monday night hosted by Figment as they answer questions and talk to young readers and writers about why we still love her novels 200 years later! In other book related news, it sounds like we’re headed towards e-textbooks, but it still may take a while for electronic texts to surpass the traditional variety) (Figment) (Publishers Weekly)

- Tweens love to experiment with beauty products made just for them (as they try to form their own identity. Nearly 40% of 9-17 year old girls wear lip gloss/stick daily, with a third wearing mascara and 27% wearing eyeliner this often. Yet despite their desire to grow up, their moms’ opinions still matter; almost three-quarters rely on their moms to help pick out products) (MarketWatch)

- Coke or Pepsi? Domino’s or Pizza Hut? (Check out the list of brands teens are most loyal to from gaming to soda. Speaking of Millennials’ favorite restaurants, Chipolte is debuting its first TV ad after the success of its animated YouTube video set to Willy Nelson playing Coldplay’s “The Scientist.” Between the video’s message about sustainability and the popular song, it’s clear that the food chain undertands what matters to young consumers) (MediaPost) (Mashable)

- And now for a little Friday fun… (we’ve been fans of eight-year-old singing sensation Sophia Grace and her sidekick Rosie since they first debuted on “The Ellen Show,” and they’ve continue to charm us with each and every performance. Check out the latest video of the adorable twosome rapping, and don’t miss them interview artists at the Grammys this weekend! Speaking of Internet stars, today marks the one year anniversary since Rebecca Black’s “Friday” first hit the Web. “It’s Friday Friday, gotta get down on Friday” — sorry we had to!) (YouTube) (Buzzfeed)

 

Today we bring you our weekly sampler of cool youth media and marketing gigs. If your company has an open position in the youth media or marketing space, we encourage you to join the Ypulse LinkedIn group, if you haven’t yet, and post there for focused career networking!

Director, Urban Digital Marketing at Sony Music Group
Industry: Marketing, Music
Location: New York, NY
Description: The successful candidate will oversee and direct all aspects of day-to-day project management with a strong emphasis on marketing urban repertoire. Responsible for creating and executing top-down, best of breed marketing and promotional plans across all areas of online including portals and distribution partners, artist website, social media, new technology, CRM, SEM/SEO, third-party lifestyle, and e-commerce. He or she is responsible for nurturing and leveraging relationships with the artists and their management teams to drive return on investment. The Director is also required to set goals and manage campaigns in an effort to optimize reach and revenue and is responsible for managing and interpreting departmental reports and partner data. (More via Mashable)

Vice President at E! Online
Industry: Online
Location: Los Angeles, CA
Description: The Vice President is responsible for all day-to-day aspects of this leading entertainment news and information website. This position oversees strategy and execution across areas including editorial, product development, design, technology, and site marketing. The successful candidate will also be part of a team leading the charge to grow the E! Online brand across multiple digital platforms while ensuring to create experiences that drive network tune-in and engagement. (More via NBC Universal, job number 2859BR)

Associate Director of Marketing at Hachette Book Group
Industry: Marketing, Publishing
Location: New York, NY
Description: The Associate Director of Marketing will develop selling materials and execute marketing programs designed to promote Hachette Book Group’s children’s picture books and young adult novels to retail booksellers and consumer market. This person will also contribute to key departmental initiatives by managing advertising plans, overseeing key trade shows, planning solicitation mailings, and aiding in junior staff development. (More via Bookjobs)

Senior Editor, Animation Publishing at Disney
Industry: Publishing
Location: White Plains, NY
Description: Disney Publishing Worldwide seeks a Senior Editor, Animation Publishing to join the animation editorial team in developing and managing content development and licensee approvals. The ideal candidate is an experienced children’s book editor with strong project management and communication skills. This role involves extensive coordination and communication with Disney Publishing, studio contacts, and third-party publishers. Disney Publishing is a direct extension of the consumer’s experience with the company’s films, as well as a source of ongoing content and storytelling, and products must reflect and extend the authenticity of the films. (More via Mediabistro, reg required)

Social Media Manager at GlobalGrind.com
Industry: Marketing, Online
Location: New York, NY
Description: The ideal candidate for the position is a well-organized, multi-tasking social media junkie who has a rich and varied knowledge base in the worlds of hip hop and pop celebrities, as well as a keen understanding of all types of social media and a willingness to learn and explore new social media outlets. This is not a job for the faint of heart. Key responsibilities of the position include closely tracking and monitoring celebrities on Facebook/Twitter for breaking news and other compelling stories for the site, creating exciting tweets to build and engage followers and drive them to the site, and tracking trending topics on multiple outlets. You will be expected to reach out to other sites to develop relationships and explore new and exciting ways to interact with our followers/readers. (Via SocialTimes)

VP, Director of Marketing for a children’s media company
Industry: Marketing
Location: New York, NY
Description: The right candidate will be a classically trained marketer with a a proven track record of creating, executing, managing, and reporting in marketing campaigns for launching new products, driving customer acquisition and increasing customer retention, frequency and size of purchases; and a deep understanding of ways to improve the online consumer experience within an e-commerce environment. Key responsibilities include: developing an updated marketing plan that includes e-mail, social media, affiliate marketing, event marketing, an e-commerce platform, partnerships, and traditional direct channels; evaluating and optimizing the placement of existing offers and marketing initiatives; and developing, managing, and executing upon a cross-divisional, cross-media strategy that will optimize the lifetime value of their direct and indirect customers. (More via Mediabistro, reg required)

The content universe is wider and broader than many folks imagine. Find out how to expand your content marketing by attending our free Digital Marketing World: Content Marketing virtual conference on March 9, 2012.

This free virtual conference features three sessions to help you extend your definition of content marketing and learn more about:

• How to develop conversational content for your brand in social media. You can’t have a monologue in social media (and if you do, you will suffer a serious backlash from your followers). But how can you use this online conversation for your brand? Is it possible to have authentic online conversations that are optimized for search, appropriate and on brand? (Yes, it is.)
• What marketers can learn from cartoons. Yep, cartoons. As the growing popularity of Pinterest demonstrates, people love to save images and to share those that really speak to them. Marketoonist Tom Fishburne’s keynote will inspire you to create content worth sharing (and without having to do hard-selling).
• How to use content to revolutionize your company’s sales process. Creating content is only part of the equation for content marketing success. You also need to learn how to share it. In this session, you’ll learn about integrating blogs, videos, and other content into your sale process, and more.

As a conference attendee, you also get access to:

• Live, interactive Q&A with conference speakers
• Virtual roundtable discussions covering content marketing trends and best practices
• A fully stocked resource library filled with supplementary takeaway materials

Digital Marketing World: Content Marketing opens its doors on March 9 at 10:30 AM (Eastern time). Sessions begin at 11 AM (Eastern time). Enjoy this Free Friday by registering for your free pass to this virtual conference! Share and Enjoy:

Yahoo has always been proud of the algorithms that drive its choice of personalized content, but it’s hard to grok exactly what they do behind the scenes to make the magic happen. Today the company released a visualization of its “C.O.R.E.” (Content Optimization and Relevance Engine) technology, and the result is pretty cool. From a release sent to me by Yahoo:

 

• C.O.R.E. (Content Optimization and Relevance Engine) is a suite of technologies developed by Yahoo! Labs to surface the stories most interesting to you, based on your reading behavior over time.
• Every hour C.O.R.E. processes 1.2 terrabytes of data in order to learn how a user’s behaviors and interests influence the likelihood of clicking on a specific article. And, every day, C.O.R.E. personalizes 2.2 billion pieces of content for Yahoo! users.
• Since optimizing with C.O.R.E., Yahoo!’s Homepage click-through rate has increased 300%.
• Yahoo!’s personalization approach is a clever mix of scientific algorithms and human judgment, as editors have control to override C.O.R.E. at any time, to ensure certain stories are seen.
• Initially developed within Yahoo! Labs, C.O.R.E. has become a vital tool used throughout the day by editors across the company to bring our users personalized news, first.

The visualization lets you see stories through filters of gender, age, and interest. The image above, for example, shows a male in may age range interested in business and finance. Well worth playing around with, and a very good example of what I call “dependent web” content.

More information on Yahoo’s blog here.

Showing that he’s hip to new music trends, President Obama (released an official 2012 campaign playlist on Spotify. There’s a little something for everyone here, including some REO Speedwagon, some Arcade Fire, some Ricky Martin, and, of course, some Al Green. In other White House news, we love that Michelle Obama and Jimmy Fallon were willing to make fools of themsleves to raise awareness for the First Lady’s Let’s Move campaign. In both cases, the Obamas are making all the right moves to win Millennials’ attention — and possibly their votes) (Mashable) (MTV) (CBS)

- Pinterest is the real deal, becoming the fastest website ever (to reach 10 million monthly users. What’s more, its users spend huge amounts of time on the site, with only Facebook and Tumblr surpassing it) (PR Daily)

- At the risk of sounding like a broken record, we’ll tell you again that Millennials (are watching less traditional TV and more streaming video, according to new findings from Nielsen. These results confirm Ypulse research, which discovered that students stream video to watch shows they missed because of their busy schedules, to rewatch favorite episodes, and because they were bored) (NY Times, reg required)

- Lemony Snicket, aka Daniel Handler, is authoring a new ‘autobiographical’ four-book series (called All The Wrong Questions. The first book, “Who Could That Be At This Hour?,” follows a young Snicket growing up in “in a fading town, far from anyone he knew or trusted.”) (Publishers Weekly)

- Sometimes there’s no line between toys and tech, like with this new lazer tag game (from Hasbro that lets the user insert their iPhone or iPod Touch into a slot to zap either their friends or augmented reality opponents. School principals might want to make some drawer space for these devices…) (Engadget)

- Social TV is a growing trend, and TBS (is the latest network to jump on board. The net is testing the waters with an app to accompany Conan — Team Coco is largely Millennial. When viewers check in with a show using Shazam-like technology, the app feeds them secondary content, such as fun facts about guests, and eventually will include a retail component, providing links to buy ticket for movies that Conan’s guests are promoting, for example. To learn more about social TV, check out our roundup of the key players) (AdWeek)

- We’re still laughing at this video that asks if a hipster can also be a bro (and vice versa. We’re also curious to see the Sundance selected film “I Am Not A Hipster” which also takes a look at this fascinating stereotype! Speaking of Sundance films, be sure to attend the Millennial Mega Mashup this May to hear from Drake Doremus, whose film “Like Crazy” won Best Dramatic Film at Sundance last year) (BuzzFeed) (Vimeo)

Why are we so concerned about a report by LL Social that popular online pinboard Pinterest is making money off our interactions when Facebook has been doing it for years—but with our much more personal information?

Is it because more people understand affiliate marketing—and have experienced the spammy nature of its content? Or is it that most people just don’t understand how Facebook makes money from them?

The interesting or perhaps biggest risk I see Pinterest facing is in the relationships it will now have (or perhaps, not have) with brands. The launch of Google + brand Pages saw its biggest growth spurt in users since it launched—as brands scrambled to create their own space—but what will brands now think about the affiliate relationship with Pinterest content?

Whether brands are using Pinterest in any kind of “subversive” manner (e.g., creating profiles called their company name for example and collating customer/product-related pins), even now they must be thinking twice that, potentially, content they are creating for their own customers is funding another business, or worse still, is actually costing them money through the affiliate links Pinterest is adding.

Tough times are ahead on the face of it, but this could have a simple solution: search-indexed premium brand pages with customization capabilities would more than offset the sparse revenues that affiliate marketing would generate.

What are your thoughts?

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A recent McKinsey Quarterly study revealed that having the ability to engage their customers and leverage those relationships is the No. 1 digitally related challenge facing marketers today.

The survey, which was conducted over a two-week period, queried nearly 800 marketing executives representing a wide range of industries from business-to-business marketing and business-to-consumer marketing.

The results of the survey were quite fascinating insomuch as over 50% of the respondents indicated that engaging their customers and gleaning deep insights from those engagements is their most important challenge from a digital perspective yet over half of the respondents also said that over the past two years the advancements in digital marketing have provided them with the ability to engage their customers.

Look at these two charts:

Chart #1

Chart #2

So, from Chart #1, you see the No. 1 challenge marketers face in today’s digital world is engagement. And in Chart #2, you see the No. 1 change that has had the biggest impact on marketers in today’s digital world: improved engagement.

On one hand, what we have is marketers who are thrilled to be able to engage with more people, thanks to advancements in digital technologies (e.g., social media). And on the other hand, you have these same marketers saying that while it’s great we’ve been able to engage more over the past two years, there’s still a whole lot of work to be done to truly do engagement marketing the right way.

One finding that was somewhat disconcerting was this one:

Only 47% of marketers are either already addressing the need to engage more or are in the process of doing it? You could take a glass half-full view of this, but, to me, it indicates the need for marketers to learn more ways to use engagement marketing to its fullest advantage.

There’s one more chart I want to share, and this one was really telling:

Look at the disparity between what tools marketers are using currently to engage their customers vs. what they think they should be using in the next two to four years.

• 78% currently use their company’s website, yet only 28% say they should be using that in 2 to 4 years.
• 60% indicated email is currently a way to engage their customers but two to four years from now, that number drops all the way down to 24%.

Not surprisingly as the numbers go down for the “traditional” means to engage (website and email), the numbers go up for social media and mobile applications. The future of engagement marketing will be through the use of social media, mobile marketing and other emerging media.

Why do you think engagement is such a challenge for marketers?

Sources: Google Images, McKinsey Quarterly

Steve Olenski is a marketer/writer/blogger currently looking for full-time work. He has over 20 years experience in advertising and marketing. He lives in Philly and can be reached via email, Twitter, LinkedIn or his website.

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For most adults who grew up when the Internet was in its infancy, Google is a verb as well as a brand. If you want to find something online, you Google it. For younger Millennials, however, that may not be the case. Microsoft’s Bing is putting its stamp on search. Both Google and Bing have been tweaking their search products to offer younger users more personalized results, for example tying in to their social media information to share results that their friends find relevant.

But Google seems to be getting a little nervous. For the first time — as far as we’re aware — Google is advertising its search services highlighting how it’s different from other search engines with the campaign tagline “Good To Know.” The ads explain how Google attempts to understand what you’d like, recognizing that the Beetle car is probably a more relevant search than the beetle insect for most users. The ads remind us just a bit of the “The More You Know” public service campaigns from our childhood, but not in a fun, campy kind of way. Google is earnestly attempting to convince the public it’s the better search engine.

So far, we’ve only spotted the ads in a few subway trains in New York. While this might seem like minor news, it could very well be the start of a new trend in which Google has to fight for users.

Google’s market share has remained relatively steady of late; it accounted for 67% of U.S. searches in December 2010, and 66% of search in December 2011, according to comScore. But meanwhile, Microsoft share, mostly stolen from Yahoo!, has grown from 12% to 15% in the same period. Yes, this may seem like an uphill battle, but as Bing’s fan base grows and users recommend their choice of search engine to friends, Google could come under attack, and it’s trying to preempt any significant shift in user sentiment.

Microsoft is gradually making inroads with the Millennial audience. Ryan Seacrest serves as its spokesperson, advertising the brand while interviewing celebrities for his radio show from the “Bing Box.” The search engine is fully integrated into Microsoft’s Xbox and Xbox Live, set as the devices’ default search tool. And then there’s the fact that Millennials don’t see a reason to do things the way they’ve always been done, so they’re trying out Bing and in some cases switching from Google to make it their default search engine.

Brands and businesses who want to reach Millennials now need to worry not only about where they show up in Google search results, but also where they show up in Bing search results.

A guest post by Irv Shapiro of Ifbyphone.

Admit it: Sometimes, you get knots in your stomach when you think about trying to attach measurable outcomes to all of your company’s multichannel marketing campaigns.

The (sort of) good news is that you’re not alone. Even veteran marketers are having a tough time finding ROI in the ever-expanding haystack that is today’s multichannel marketing environment.

But the unsettling news is that easy, online tracking tools and a shaky economy have created a C-suite expectation that every dollar spent must be connected to a quantifiable and measurable return.

Consider this: In a recent Ifbyphone survey, four out of five marketing professionals report that they are expected to deliver measurable results and outcomes for their campaigns. Yet only 29% of those marketers indicate that they can effectively measure ROI across all channels.

Sound familiar? It should, because a substantial portion of average ad spend (82%) still resides in offline channels—the kind of channels that can’t be effectively measured with quick and easy online tracking metrics.

When marketers are asked to identify the most difficult types of campaigns to measure, more than half refer to offline channels. Specifically, 33% cited public relations and 27% cited print ads as the most difficult campaigns to track, according to our survey, while only 6% referenced email marketing.

The need to attach accurate ROI to a full range of marketing channels isn’t going away soon. But there are at least three initiatives marketers can implement to improve their ability to identify return on both online and offline marketing campaigns.

1. Fully Use Available Marketing Tools

In many cases, the difficulty in connecting ROI to specific marketing campaigns can be attributed to not using available marketing tools. According to the Ifbyphone survey, the most heavily used marketing tools include Web analytics (48%), email marketing software analytics (47%), lead counts from online contact forms (38%), social media monitoring (30%), and call tracking (27%).

Tools like social media monitoring and call tracking are gaining ground with marketers. While social media monitoring tracks an entirely new channel, call tracking is a way to measure traditional offline and online channels—including pay-per-click.

2. Leverage Opportunities Presented by New Technologies

It has become increasingly important for marketers to maintain an awareness of new tools and emerging technologies, and be prepared to pounce on opportunities to use those technologies in the pursuit of more accurate ROI insights.

For example, Siri (Apple’s new voice-based digital assistant) transfers search functions from clicks to conversations. Instead of typing or clicking search criteria, users simply speak their requests, and the Siri application can intuitively create a connection to a brand.

From a marketing perspective, Siri creates new opportunities to understand the sources of sales leads and connect specific campaigns to measurable brand outcomes in their effort to forge more meaningful connections with consumers.

3. Emphasize the Importance of Measurement Across All Channels

One of the most disturbing findings of Ifbyphone’s survey was the fact that while nearly nine out of 10 CMOs believe that every marketing campaign should be measured, more than a quarter of marketing assistants don’t see the value in marketing measurements.

This apparent disconnect between the C-suite and the front lines has important ramifications for both present and future marketing success. Through a combination of best practices, and proactive leadership and mentoring, executives need to educate tomorrow’s leaders about the role of accurate measurements in successful multichannel marketing programs.

At the end of the day, the best way to improve on marketing successes (and avoid marketing failures) is by emphasizing the need for accurate measurements across all channels. Despite the challenges, marketers and C-suite executives need to be relentless in their pursuit of new methods of evaluating the ROI of both offline and online marketing campaigns.

As CEO and CTO of Ifbyphone, Irv Shapiro is responsible for overall business strategy and corporate leadership. His business success has earned him several awards including as inductee status with the “Chicago Area Entrepreneurship Hall of Fame” and as gold winner in the Executive of the Year category for the Best in Biz Awards.

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As if we need more social networks to follow, Lady Gaga (has just unveiled LittleMonsters.com her very own social site that’s all about her and her fans. If you haven’t received your invite yet, here’s a tour to fill you in on what you’re missing…or not. The site definitely has a very Pinterest-like feel that is pervading current Web design. So what do you think, does Gaga’s net have a chance?) (Hypable) (Mashable)

- The tween dating scene — yes, there is one — is less about seeing each other face to face (and more about talking online and via text. Even if they go to the same school, they might talk for five minutes in the hallways, but trade hundreds of text messages day and night. When they do go out together, it’s usually with groups of friends) (WSJ, reg required)

- We hear the word ‘entrepreneur’ used nearly as often as ‘entitiled’ (to describe the Millennial generation. And with their values of social and global responsibility, they’re using their entrepreneurial skills for good. And it’s not just older Millennials who are getting involved; teens are doing their part too, leveraging their social media and technology skills) (HuffPo) (Differences)

- Millennials who are members of Amazon Prime (will soon have access to shows from many of their favorite networks, including MTV, Nickeodeon, Spike, and more, thanks to a new deal between the online retailer and Viacom. Viacom, which owns Paramount, is also giving Prime members access to movies, which makes Amazon’s collection of streaming content quite impressive…but is it enough to lure Netflix users?) (Publishers Weekly) (Reuters)

- Barbie is opening the sparkly pink doors to her dream closet (just in time for Toy Fair and Fashion Week. The expansive “closet” features several fashion vignettes and augmented reality mirrors that let fans digitally try on Barbie’s most iconic outfits. Also launching this weekend is a new site, BarbieWow.com, which allows users who can’t get to fashion week to experience Barbie’s dream closet online and buy items from a new branded apparel line) (MarketWatch)

- We’re used to hearing about books being adapted to other media (but this is the first time we’ve heard about an online role-playing game being adapted to a book! “Risen” features a mythical world of pirates and titans, and will be released in book form this spring by Penguin Children’s, timed to coincide with “Risen 2: Dark Waters,” the sequel game) (Kidscreen)

- We had to share this video of Holly Laurent’s remake of Lana Del Ray’s (“Video Games” as “Hunger Games.” The instagram-styled video and Laurent’s moody delivery is once again stirring our excitement for the forthcoming movie) (Flavorwire)

More and more Millennials are checking in to media events and TV shows. They already have their smartphones, tablets, and laptops nearby, chatting with their friends on social media about what they’re watching; checking in was the next logical step. According to Ypulse research, 32% of students had checked in to a TV show as of the middle of 2011.

As the activity grows in popularity, we’re here to fill you in on the major players and what social TV check ins mean for marketers. Some networks have created their own apps, such as MTV’s Watch With, but we’ve focused on general apps that work across all networks.

GetGlue

One of the first major players on the social TV scene, GetGlue has 2 million users and garned more than 100 million check ins in 2011. The app lets users check in to everything from movies to TV shows to music to books. The check-in process is simple; type in the media you’re using or find it on a list of trending shows, songs, etc. Like Foursquare, checking in earns badges. Some brands have partnered with GetGlue to offer rewards, such as discount coupons, free items, and sweepstake entries.

Once checked in, the app begins to show a stream of comments that others are saying about the show that’s on, making the whole watching experience more communal and interactive. Users can follow other users to find out what they’re into and discover new shows, bands, books, and more.

Viggle

The newest app to make waves in the media world, Viggle launched in mid-January offering more tangible rewards for its users. During its Viggle Bowl event during the Super Bowl, it notched more than 1.4 votes on the halftime show alone. Viggle is specifically a TV check in app. Users can earn high point values for checking in to featured shows, and smaller point values for other shows. The Viggle check in process works like Shazam: tap the check in button on your screen and Viggle will listen to the sound emanating from your TV. Points aren’t rewarded automatically; it verifies that users watch a significant portion of the show.

Because it requires a little more of its users, Viggle’s rewards are pretty sweet — users can earn points toward gift cards to Starbucks, Burger King, Sephora, iTunes, and more, as well as subscriptions to Hulu Plus or free movie tickets. During its Viggle Bowl, users could answer trivia questions, rate the ads they watched, vote on who they thought would win, and more. They could earn thousands of points for their engagement and opinions.

Miso

Miso is another app that has been around for a little while. It’s check in system is similar to that of GetGlue, which allows you type in what you’re watching without verification. Along with connecting users with other fans, it connects them with bonus content. Nope, not video clips, but “SideShows,” that clue users in to the songs used in the show (with a link to Spotify); the fashion that the characters are wearing (with pricing info); quips, quizzes, and quotes to prompt comments; and more. Each slide can also be shared on Facebook and Twitter when users connect their accounts. Both fans and networks can create SideShows.

Miso has partnered with DirecTV, Boxee, and AT&T U-verse so that users of those services can sync its SideShows with the timing of the show instead of having to manually scroll.

What Does It Mean For Marketers?

Social TV can draw viewers into a deeper engagement with the show as they talk about it with other fans, encouraging them to come back regularly — to the show and the app — to “meet” with their friends to watch “together.” And viewers are more than happy to share their opinions, particularly if they know networks and brands are paying attention.

On the other hand, the apps can also serve as distractions if the shows and commercials aren’t enough to hold their attention. With their phone or other devices already in hand, it’s only a click or two to find other, more entertaining content online or via another app.

This week on the Marketing Smarts Podcast, we discuss the evolving relationship between agencies and clients in the era of social media. Our guest is Glenn Engler, CEO of Digital Influence Group, a full-service digital agency with “social media at the core” of everything they do.

The jumping-off point for our interview was that “social at the core” position. I wanted to know what that meant, and Glenn explained that, in a nutshell, it doesn’t make sense for an agency to offer “social” as a capability to its clients (as in, “We can also do print!”). Instead, social needs to be integrated into everything a digital agency has to offer and that “every skill set, every area of expertise” needs to have social built in.

Because social media brings with it an expectation of authenticity—when engaging with a company via social media, I assume I’m engaging with the company and not their agency—I also asked Glenn how this plays out in the real world. Who manages Facebook pages? Who Tweets? Who creates content? And so forth.

As is the case whenever one asks questions like this, the answer was, “It depends.” Depending on the client’s sophistication with social media and their internal readiness to engage at the levels expected by their audience and customers, Glenn’s agency will be involved, to varying degrees, in training and helping the clients develop systems and resources where necessary. The key, he said, is that you have to be “above board” and make it crystal clear who is doing what on behalf of whom.

Helping companies integrate social media into their digital campaigns and online presence brings with it a certain level of intimacy with the client and even requires the agency to make recommendations, not just about marketing and advertising but also about internal operations, processes, and businesses goals. For this reason, the rising demand for social media engagement highlights another step that agencies are taking—and must take—towards becoming true business partners with their clients (and even, at some level, competing with business consultancies).

In the last part of our interview, we discuss this aspect of the evolving relationship between agencies and their clients, and Glenn insisted that, whether an agency is enabling social media campaigns or helping a client with more traditional forms of advertising, its contribution has “to drive brand and classic brand/purchase funnel metrics, and it’s got to drive the business.”

Because if you aren’t helping your client achieve business objectives, then you’re not really helping your client at all.

If you’d like to read a detailed description of how the Digital Influence Group has put these ideas into practice with their client Glidden Paint, as well as listen to this podcast episode in its entirety, you may do so here.

I also encourage you to check out past episodes or subscribe to the podcast in iTunes.

So, how have you seen social media change the agency/client relationship?

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Marketers buy into the Super Bowl telecast because it is the one time of the year when consumers are actually tuning in to commercials instead of muting the volume or fast-forwarding on their DVR.

Here’s an old school recipe for success:

• One part new product or service offering upgrade
• A tear-inducing script (Tears can be a result of hilarity or a message that pulls at the heartstrings.)
• One teaspoon of a timely message (Think Valentine’s Day and/or tax season.)
• A cute animal or hot celebrity
• A tease in the media

What’s missing in this day of 24/7 social, mobile consumers?

Mobile calls to action. Why? It takes that near-perfect, talked-about-for-days ad and extends its value. By including, for instance, an SMS call to action and engaging with consumers, companies can ultimately build remarket-able databases that tie directly to their loyalty programs and enable ongoing communication. What a great catch for marketers—just as game-changing as Mario Manningham’s for the Giants in the fourth quarter this past Sunday.

In the days before the game, Harris Interactive said that more than 60 percent of viewers would be watching with its mobile devices in hand to connect with friends, check ESPN, and browse the homepage and landing pages of brands with the best commercials. But one problem with these spots was the sheer reliance on simple URLs, some of which weren’t even mobile-specific. Other ads directed consumers to social media prompts via a plethora of hashtags (Audi’s #SoLongVampires, Bud Light’s #MakeItPlatinum, H&M’s #BeckhamForHim, etc.).

Hashtags are catchy and make people want to join in on the trending. They create a following, for a short time at least. But they are hard to track and measure for true value. Instead of (or in addition to) a hashtag, why not include an SMS option for viewers to receive more information? Doing so also creates a sense of exclusivity, and allows consumers to be part of a special network of people who receive deals, coupons and other special treatments that promote customer loyalty, repeat shopping and increased purchase value.

Here are five ads that could have been improved with a simple mobile call to action:

1. GoDaddy. The brand teased viewers that its “NSFTV” ads were available online if they scanned a QR code. They could have used an SMS in addition to a QR code (which is sometimes hard for viewers to see, much less get them to fire up their scanner and capture the code onscreen before it disappears) to “see more now” that would have brought users to the coveted “Too Hot For TV Internet Only” versions. By offering multiple means of engagement, GoDaddy could have increased its reach.

2. Teleflora. This ad was racy and tied in with the upcoming “holiday of love.” Perfect timing, of course. However, it could have used a text campaign for a Valentine’s Day coupon instead of just posting teleflora.com and trusting that consumers will travel there on their own without an incentive. An initiative like this could have led to Teleflora building an opt-in list of people who like to give flowers to their loved ones and would probably do so again on their birthday or anniversary.

3. Coca-Cola and Audi. Both brands had multiple spots but did not set up the next ad. For instance, they could have created some type of scavenger hunt or delivered a message, such as, “prepare to use Shazam next time you see Coke,” to tie-in the experience across ads.

4. Best Buy. This ad was entirely about mobile innovation, yet had no mobile innovation of its own. It did not embrace the very technologies that it was commending. There was a real missed opportunity to expand on each of the founders’ stories for more consumer inclusion and engagement.

5. The movie clips (Transformers, The Avengers, John Carter, etc.). These movies were built up as the blockbusters for 2012, yet there was no incentive to check them out beyond the digital effects and big-name celebrity rosters. Think of the perks for both brands and consumers if they had incorporated a mobile campaign to see “Sneak Peaks” or an opportunity to win tickets, all while building a database of future prospects. Here’s the preview of Transformers:

We are getting there. The opportunity for marketers to take their campaigns to the next level with mobile components is right around the corner.

Unfortunately, the ball was dropped in a number of places during this Super Bowl. Let’s tip our hats to the Giants and to the brands that are taking that step toward calls to action within ads, and let’s start preparing for next year.

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The Grammy Awards is clearly catering to the Millennial audience (with a few new additions this year. A Grammy Live streaming broadcast with social tie ins begins this Friday following all the activities leading up to the big event and new technology to get official releases of show performances online almost immediately. In a nod to youth music trends, the Grammys has also added a dance/electronica segment to the show. The category nominees, including Deadmau5 and Lil Wayne, will perform in a tent amid 1,000 pumped up fans) (Giga Om) (NYT, reg required)

- It’s no secret that Millennials are nostalgic for the 90s with ‘retro’ TV shows and fashion (making a comeback. But how are brands making the most of it? Some are cashing in on bringing back certain styles with an updated flair, blending modern technology with retro accessories — like a handset for a cell phone, and introducing 90s attitude in current media) (Fast Company)

- Check out this infographic about the social media scene (in China. With the “great (fire) wall” that bars young people from the social sites popular in the U.S. and other countries, Chinese youth have adopted copycat sites. The most common way they log on? Cell phone! Although social media has been part of some pretty powerful movements, its real power is creating local change, according to one expert) (Derek Baird) (PSFK)

- Chances are, you’ve done your share of shoe doodling (or you know someone who has. Now Vans is turning that talent into a money making opportunity for crafty students who can submit their shoe designs for a chance to win $50,000 for their school’s art program. Break out your markers and get sketching) (IHeartDaily)

- Teens love texting, and they even read texts from brands (according to DoSomething. The challenge with text message marketing, however, is that it’s not social; teens don’t forward or share texts the way they do messages on Facebook or Twitter. The lesson here? Pairing text messaging with complementary social marketing gets the best results) (Mashable)

- ‘Dance Academy’ is sure to get high marks (when it debuts on Nickelodeon, paired with an digital fan experience including bonus videos, texts, and online messages from the stars. The show centers on a young girl following her dream to become a ballet dancer. In other TV news, “Smash” and “The Voice” scored massive ratings following heavy promotion during the Super Bowl) (Kidscreen) (THR)

- We’re bummed that we don’t live in North Platte, Nebraska (to have seen this awesome, irreverent ad for Old Milwaukee featuring Will Ferrell air during the Super Bowl. We think it might just top a lot of Millennials’ list for best ad of the game…if they’d seen it) (Business Week)

 Given the buzz that continues around social media these days, it only makes sense that your company’s marketing plan should involve this medium.

Unfortunately for many small businesses, however, their social media marketing tactics are clinging to life, pushed to the backside by those who are not seeing a clear enough return on investment (ROI) for such efforts.

If you find that your company’s social media marketing plan is in need of a shot of adrenaline in order to boost your brand and reputation, there are tactics you can employ to do just that.

Among them are:

• Coming ready to play – Much like in a sporting event, the team that comes prepared to play oftentimes leaves with the victory. Stop and ask yourself if you’ve put together a winning strategy for successfully using social media marketing. Your company must have an attitude in place of wanting to be social, wanting to share information with the public. If you find the mindset at your small business is to be more closed off to such thinking, you’re already playing from behind;
• Emphasizing the ‘cost’ of social media marketing – Many marketing pros are given the bottom line by the office heads to work within their budgets, especially in these challenging economic times. If you’re a marketer, emphasize that there is little to no cost with social media marketing. Essentially, you are looking at time and effort to get your message out there through SMM. It is important to drive home this fact to those with the purse strings, allowing you to spread the word about your company’s products and/or services on the cheap if you will;
• Cross promote – If your company only has a presence on Facebook, what about Twitter, LinkedIn, Google+ and more? The ability to cross promote your information is critical to reaching various audiences. There are different tools that allow you to update various social media properties at one time. The key here is to make sure the message works on the different social media channels all at once, saving you the time on doing each site individually;
• Post frequently without spamming – There is a fine line when it comes to posting on different social media venues without becoming a spammer. If you post too often, especially posting the same message several times a day, you’ll lose a percentage of those following you on the different sites. Try to limit such postings to two times a day, preferably early morning and later in the day. In the event you have a company press release or white paper and you want to get it out in front of countless eyes, don’t post it every other hour. Target your posts for key times of the day and certain days of the week when you have a special white paper, infographic, etc. that you want to be seen;
• Measure metrics – What company head doesn’t like numbers and to over analyze them? One of the issues company leaders oftentimes have with social media marketing is that it can be difficult to measure the ROI on such efforts. Make sure you are obtaining relevant data when it comes to your efforts so that you can show those in charge how such marketing is benefitting your business. With different measuring tools available, take the time to make sure they are in place so you can see where your social media marketing efforts are winning, where they need a little pick me up, and where they need to be redirected from.
• Leave no stone unturned – Two of the keys to a successful social media marketing campaign are fresh content and solid contact information. When you’re surfing the web and come across a company’s social media page, two of the first things you likely look at are how often it is updated and what contact information is available should you want more details about the business. Unfortunately, too many companies fail to take the time to update both, leading to visitors coming by once and once only. Make the effort to provide fresh marketing content and easy access to contact information a given, not a choice.

When all is said and done, social media marketing is an inexpensive means by which to reach out to both current and prospective consumers. In doing so, you learn what the preferences are of those interested enough to stop by your site, making it all the more easy to sell to them. What could be easier than that?

Dave Thomas, who covers among other items small business loans, writes extensively for Business.com, an online resource destination for businesses of all sizes to research, find, and compare the products and services they need to run their businesses.

The Super Bowl is over, and we’re crowning the winners. We mean the ads, of course! Brands brought out their best on the big day — some will go down in history, and some are already forgotten. Youth Advisory Board member Jordan Orris shares her thoughts on the best new ads revealed during the game. It’s clear that the right music, the right punch line, and the right cultural references make all the difference when reaching this group…

To contact Jordan or other members of the youth advisory board, email them at youthadvisoryboard @ ypulse.com, or simply leave a note in the comments below.

Super Bowl Ad Roundup: The Winners And Losers Among Millennials

This year, Super Bowl ads reportedly cost companies an average of $3.5 million for a 30-second spot, but was it worth it? As a teenager that only watched “The Big Game” to see the commercials, only a dozen or so ads really appealed to me. Those select few, however, made me laugh out loud. Here are my top picks for Super Bowl commercials, and my thoughts on their ability to reach their target audience.

#7 Doritos “Slingshot”

People were still talking about this ad in school on Monday. It appeals to everyone, from mischievous little boys (who love Doritos) that now have another way to use their slingshot to older viewers who think the smiling baby is adorable.

Ypulse analysis: Doritos once again put its ads in the hands of its fans, and once again, they do not disappoint. Between the slingshot baby ad described above and the ad with the dog getting rid of the family cat and bribing the husband with Doritos, we’re not sure which was funnier. Humor still is the way to Millennials’ hearts (and stomachs?), and Doritos over the top, consumer-generated ads are something viewers look forward to every year.

#6 Skechers “Go Run Mr. Quiggly!”

The cute French bulldog, Mr. Quiggly, makes his debut in the Skechers commercial racing against greyhounds and moonwalking across the finish line, getting bonus style points in his Skechers! I think this commercial was most appealing to younger audiences that wear sneakers on a regular basis.

Ypulse analysis: Skechers are a popular street wear sneaker brand, but this ad reminds fans that they’re for running too, and pulls it off in a funny, clever way. Greyhounds might be known as the sleek speedsters, but Mr. Quiggly proves that he and other Skechers wearers can be fast and stylish at the same time. It’s a good way to position the brand for performance shoes without losing its street cred.

#5 Chevy “Sonic Stunts”

Yes, the car actually bungee-jumps, does a kick-flip, and sky dives. Need I say more? Although everyone at our “Big Game” viewing was awe-inspired, it mainly caught guys’ attention with its over-sized skateboard and rally driving theme.

Ypulse analysis: Chevy has revved up its marketing to Millennials. It is building cars with them in mind, and this commercial shows the company really does get what driving is all about for young people. Rolling down the windows, cranking up some tunes (the ad’s song, “We Are Young” by Fun. climbed to #2 on iTunes following the ad), and just enjoying a bit of freedom. Right up to the commercial’s tagline, “From your first time, to the time of your life, Chevy runs deep,” we were thinking Chevy nailed it with this ad. (On a side note, watching the OK Go music video performed in — by? — the Sonic definitely makes us want to go for a drive.)

#4 Hyundai “Rocky”

The “Rocky” theme song was definitely an attention grabber. Fans of the movie will have a special place in their hearts for this commercial. It kept me humming the theme for longer than the commercial actually aired.

Ypulse analysis: Jordan’s commentary above actually points out a shortcoming of the commercial. While viewers enjoyed the music and workers coming together to inspire one of their own, the commercial could have been for any brand. What’s memorable about it isn’t the brand, but the song. Sometimes music’s effect, particularly on Millennials, can overwhelm brand messaging.

#3 “The Voice” feat. Betty White

The four judges of “The Voice” (Blake Shelton, Christina Aguilera, Cee Lo Green, and Adam Levine) are in a fight over the voice of an amazing mystery voice, who turns out to be Betty White. My friend, who is a cinematography guru, absolutely loved the effects in the video, and I thought it was a great, comical advertisement.

Ypulse analysis: With the number of reality singing competition shows out there, “The Voice” had to do something different to stand out. Showcasing its celebrity judges who fight for the right to train the best contestants is relevant to the show. Pulling it off in with blockbuster movie style and with a Betty White cameo will grab Millennials’ interest every time.

#2 M&Ms “Sexy and I Know It”

This video used a current song and funny characters to propel its way to the top of the Super Bowl ads. It certainly grabbed my attention, as well as the Northwestern University Kellogg School Super Bowl Advertising Review– it won the annual competition. Great ad for all ages.

Ypulse analysis: This is an example of an ad that uses a hit song to great effect. Unlike the Hyundai ad mentioned above, this M&Ms ad uses only a snippet of LMFAO’s hit, so the music doesn’t bury the message. It also helps that its referencing established characters with whom Millennials are well acquainted. Also, we love a hot girl (M&M) in hipster glasses!

#1 VW “The Dog Strikes Back”

The “doggie workout” video is top dog in my list of Super Bowl ads! It was funny, adorable, had a plot line, and an ending that tied it back to VW’s amazing “Star Wars”-themed ad from last year, creating a cultural connection. It has been hailed as the top commercial on many lists, and in my opinion, was endearing to all ages. Now that’s what I call, “Das Auto”!

Ypulse analysis: We knew that VW was going to have a dog theme with its new Super Bowl ad. We’re not sure which was better, the teaser of dogs from the “bark side” or the actual game time ad. One thing is certain, a nod to nostalgia and a throw back to simpler times resonates with Millennials.

Ypulse’s additional hits and misses:

Chevy’s “Mayan Apocalypse”: We actually laughed out loud when we saw this ad. Millennials are looking at the Mayan apocalypse like Gen Xers looked at Y2K — they’re looking forward to the date as an excuse to have a blow out party just in case the world ends. Referencing the event in an ad definitely earns Chevy some bonus points with Millennials. At first we wondered why all the survivors were older guys (hardly appealing to Millennials), but then we caught a glimpse of Chevy’s follow up that would have aired if the game had run longer, which put yet another smile on our faces as a confident young woman cruised by the guys in her yellow Camero.

Go Daddy’s “Body Paint”: It’s time for Go Daddy to try something new. Sure, sex sells, but the same gimmick over and over gets old after a few years. We doubt even teenage boys paid much attention to this ad.

Pepsi With Elton John & Melanie Amaro: What was going on here?! Elton John is his legendary self and “X Factor” winner Melanie Amaro does an amazing job reprising Aretha Franklin, but aside from the celebrity appeal, this commercial does nothing for us. It’s as if Pepsi took a bunch of things that it thinks Millennials enjoy, threw them in a blender, and poured out this ad, tossing in Flava Flav as the cherry on top. Nothing about the self-indulgent king forcing others to sing for their survival is entertaining, aspirational, or enjoyable.

Audi’s “Vampire Party”: Okay, so Team Edward may not be big fans of this ad, but we think it still wins over Millennials when their cultural touch points make it mainstream. This ad was probably intended for parents who are tired of their teens’ addiction to Twilight, but there are plenty of young people out there who are tired of the vampire vs. werewolf saga. Anyone want to put a side bet on seeing zombies in a Super Bowl ad next year?

About Jordan

Jordan Orris, 17, is an aspiring political writer, blogger, and analyst. She is a senior in high school, and has been published in The Las Vegas Sun. Jordan’s most significant accomplishment was serving as a United States Senate Page for Senate Majority Leader Harry Reid in the Summer of 2010. She served the State of Nevada as Miss Nevada’s Outstanding Teen in 2009, making state-wide appearances to gubernatorial and mayoral offices, civic organizations, philanthropies, and schools. Her personal platform during her year reign was SERVE: Sacrifice, Empathy, Relationships, Values, and Empowerment, and she has advocated community service programs to members of the Nevada State Legislature. Jordan also founded her school’s first online literary publication, GVoice, which receives hundreds of hits each day, and is a creative outlet for literary expression at her high school.

Who remembers the moment, back in 1995, when Bill Gates wrote his famous Internet Tidal Wave Memo? In it he rallied his entire organization to the cause of the Internet, calling the new platform an existential threat/opportunity for Microsoft’s entire business. In the memo Gates wrote:

“I assign the Internet the highest level of importance. In this memo I want to make clear that our focus on the Internet is crucial to every part of our business. The Internet is the most important single development to come along since the IBM PC was introduced in 1981.”

The memo runs more than 5300 words and includes highly detailed product plans across all of Microsoft. In retrospect, it probably wasn’t a genius move to be so transparent – the memo became public during the US Dept. of Justice action against Microsoft in the late 1990s.

It strikes me that Larry Page at Google could have written such a memo to all Googlers last year. Of course, Page and his advisors must have learned from Microsoft’s mistakes, and certainly don’t want a declarative memo floating around the vast clouds of Internet eternity. Bad things can happen from direct mandates such as those made by Gates – in the memo he mentions that Microsoft must “match and beat” Netscape, for example, words that came back to haunt him during the DOJ action.

Here’s what Page might have written to his staff in 2011, with just a few words shifted:

“ I assign social networking the highest level of importance. In this memo I want to make clear that our focus on social networking is crucial to every part of our business. Social networking is the most important single development to come along since Google was introduced in 1998.”

I very much doubt Page wrote anywhere that Google must “match and beat” Facebook. And unlike Gates, he probably did not pen detailed memos about integrating Google+ into all of Google’s products (as Gates did – for pages – declaring that Microsoft must integrate the Internet into all of its core products.)

But it’s certainly not lost on any Googler how important “social” is to the company: all of their bonuses were tied to social last year.

So why am I bringing this up now? Well, I’ve got no news hook. I’m just doing research for the book, and came across the memo, and its tone and urgency struck a familiar note. The furor around Search Plus Your World has died down, but it left a bad taste in a lot of folks’ mouths. But put in the context of “existential threat,” it’s easier to understand why Google did what it did.

Unlike the Internet, which was a freely accessible resource that any company could incorporate into its products and services, to date “social” has been dominated by one company, a company that Google has been unable to work with. Imagine if, when Gates wrote his Tidal Wave memo, the “Internet” he spoke of was controlled entirely by, say, MCI, and that Microsoft was unable to secure a deal to get all that Internet goodness into its future products.

That seems to be where Google finds itself, at least by its own reckoning. To continue being a great search engine, it needs the identity and relationship data found, for the most part, behind Facebook’s walls.

I’ve written elsewhere about the breakdown of the open web, the move toward more “walled gardens of data,” and what that does to Google’s ability to execute its core business of search. And it’s not just social – readers have sent me tons of information that predict how mobile, in particular, will escape the traditional reaches of Google’s spidering business model. I hope to pore through that information and post more here, but for now, it’s worth reading a bit of history to put Google’s moves into broader context.

For posterity, if nothing else, here’s what my desk looks like at the moment. After a particularly enlightening whiteboard session with Steven Johnson late last week, then further musings on the back of bar menus and borrowed receipt-tape with my wife, and finally after waking up and scribbling notes in the middle of the night, I finally have a working outline of The Next Book. No, it’s not supposed to make much sense. Yet.

Now all I have to do is write it.

Advice from Internet marketing pundits is becoming like rock and roll was to a previous generation—it sounds like just a bunch of noise. Every blog-as-media-outlet, thought-leader platform, and social technology company’s website screams top 10 ways to do this and how-to posts to do that.

And marketing professionals are left trying to filter the wheat from the chaff.

The challenge marketing and brand managers face today, however, is not the basic how-tos of social media. They need less of the top five and top sevens and top 10s, and more content that marries the tactical to-dos and the strategic approach that ties social media marketing into other channels and systems to drive business.

Whether it’s the blogs you read, the webinars you sign up for, or the conferences and events you attend, there’s got to be a level of push back if these channels aren’t answering your questions. It’s not just a matter of filtering out the B.S. from the meaty substance anymore. Marketing decision-makers need to hold their trusted resources to higher standards, too. It’ll make all of our efforts more effective.

So, if I were marketing your business, here are several questions I would ask when reading blogs, sifting through white papers, or listening to experts and practitioners talk about social media marketing:

Instead of giving me broad advice, can you please cite real examples of companies doing that very thing and seeing success?

Too many of us spout off ideas or hypotheticals when it comes to executing on social media marketing. And not enough of us do the work to say, “Here’s how you can do this and here’s an actual example that shows it could work.” We’re far enough along in the social world now that in many cases there are case studies to show proof. Let’s see them.

How are these companies budgeting for and around social media? What about staffing?

One company’s success story does little for my brand and my business if I don’t have a full understanding of how much it cost, how many people they had to throw at it, and how they worked around typical inter-office resistance to social media marketing efforts. Give me deeper context, so I can have a more clear understanding of the situation.

The case study is interesting, but where are the business metrics? What needle did this move for the company?

Like knowing the context of the case studies, if I don’t see business metrics, you’re just illustrating another example of how wonderful the make-believe world of social media is. I don’t want fluff. I want hard numbers that can help me prepare my own strategies.

How did you come about the metrics? What analytics or measurement services or mechanisms provided your data?

It’s frustrating to have someone say, “This lowered our call center costs by $64,000,” as a flippant aside to a customer service story. Back up and tell me how you were able to determine that number so I can better understand how to find it in my business. Surely you don’t think one issue solved on Twitter means that person would have absolutely called the call center? Show me the math.

Speaking of data, where did it come from? What is your sample size? And what’s the +/- of that statistical analysis.

Social technology companies anonymizing their own user data is interesting, but perhaps not altogether useful for my specific business. And if your sample size isn’t big enough, the data isn’t relevant. Further, if you’re really offering up research, there should be margins of error and context added to the information, so I don’t buy a bill of goods that turns out to be less relevant than I need.

Did you analyze just numbers or did you also look at the content or qualitative data that goes along with your statistics?

Everyone wants to tell me what the data says, but social media marketing is a world predicated on content. Why isn’t anyone analyzing the content to know what fosters better engagement? Feed me stats all you want, but I need some analysis, too.

These and many other questions will hold bloggers, speakers, consultants, and the like much more accountable for their advice and information. Better advice and information will make your jobs as marketers easier and the content you consume more effective. We’ve passed the sandbox stage of social media. It’s time to elevate our industry by forcing the tackling of these types of issues.

This furthering of the industry thinking is what inspired me to start my own traveling conference series. Explore visits five cities in the United States this year. The first event takes place on Feb. 17 in Dallas, Texas. Our speakers have been challenged to push your thinking. Attendees will be challenged to push back. In the end, we’re all going to learn a lot more and a lot more efficiently.

To sign up for Explore Dallas-Fort Worth, register online and use the discount code MPROFS for a 50-percent discount (just $200 total)! To stay apprised of plans, including exclusive ticket prices and early notifications on the other four events, sign up for the email notifications for the city of your choice on the Explore event page at Social Media Explorer.

P.S. Want to attend Explore Dallas-Fort Worth for FREE? Zero? Zilch? Nada? You could win a free ticket if you share this post on Twitter AND include the hashtag #ExploreMarketingProfs. Doing so puts you in the running to be one of four lucky folks who will win a free pass to Explore Dallas! We’ll draw the names randomly on Friday, February 10, and will notify you via Twitter.

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