online marketing

One of the key questions I get when discussing social media with businesses is: how can we see a result of a social media benefiting companies. Here's one of numerous examples of how public perception, real-time data and tools like Twitter shape the new future for marketers.

This is real life, real-time case that's happened to me over the past hour. I use Shaw as my ISP and about 30 mins ago, the thing stopped working. Tried rebooting the modem (often a solution suggested by ISPs). Didn't work. So, I wend to search.twitter.com on my Blackberry and typed "shaw internet". Got the following:

Twitter comments: Before Shaw solved the problem

* Please note that this is an image that was taken through a web browser on my machine once the problem was resolved. But I saw exactly the same when I browsed mobile.

This is real-time, real life example of social media shaping the future of digital marketing. Public has a say. If you screw up as a business, people will know. They will also spread the word by sharing or RT (re-tweeting) to help others form an opinion about the quality of your service. We share, we contribute, we, the public, form opinions of masses in real time, using real tools.

This snapshot was taken when the situation was resolved by Shaw. Although people are getting happier, there's still a bad aftertaste on Shaw's brand name showing between the lines.

Twitter comments: After Shaw solved the problem

Another great event on Calgary's digital marketing scene happened last night. Alexander Manu presented New Years Evolution at the Theatre Junction Grand and Velvet Lounge. The event was organized by Digital Alberta in collaboration with CMA Calgary Chapter.

This time I will not give you notes for two reason: it was dark in the theatre and Alexander was way to fast to take notes after. All I'll do is share some of my personal reflections based pon what I could recall afterwards.

In short: Alexander was going fast but long (started shortly after 7pm and wend until quarter to 10pm). Aside from being uncomfortably long it was quite engaging and full of twists in all directions. At times it was difficult to figure out where he goes next. To me it was more of a theatrical play enhanced with insights into social, mobile, marketing, technology, future, innovation, creativity, and "i see you".

Given the audience mix of marketers and tech people, the presentation was well addressed with a slight emphasis on marketing, as mentioned by Alexander himself. There were over 200 people in attendance. About two thirds stayed until the end. Thanks to all parties involved in organization of the event, the deck and video presentation will be available soon on Digital Alberta and calgaryCMA websites.

A few points that stuck with me until today:

• Russians-Americans space competition: Americans did not have another choice but to outperform Russians. However Russians were the ones to define the strategy, merely by getting to space first. The concept is very applicable to innovations in business.
• Trendwatching.com If you don't read it yet, get on it. Alexander recommended.
• Desire, goals, motivation, media, activity... I only got the beginning of this sequence, it actually continues. The key about these first steps (desire, goals, motivation) is that these are what everything starts from. I can't wait for the slides to be available to see where it all goes. Alexander promised to share an entire chapter on this from his book.
• Behaviour is constant, business is variable. Yet another deep thing that stuck with me. Alexander's point was that most businesses have it the other way around (behaviour is variable, business is constant). Meaning that you cannot change behaviours but you CAN adapt business. Interesting. I want to read more on it.
• Great concept of equating media, ubuntu and "I see you" from the Avatar. Early in presentation Alexander defined media as... "a tool that allows me to see me, you are my media, I'm yours". Ubuntu was later define by "I in You and You in Me". Finally, Alexander brought up the Avatar's "I see you". Brilliant.