Ad:Tech Sydney – First Day Impressions: talking to myspace.com, netpartners, post click, girls.com.au

adtech_sydney

Ad:tech started in Sydney today. It’s a 2 day expo, with similar events held in San Francisco, Paris, London, Chicago, New York, Singapore. It’s basically for online marketing companies, for those involved in advertising technology. The official line is:

“ad:tech is an interactive advertising and technology conference and exhibition. Worldwide shows blend keynote speakers, topic driven panels and workshops to provide attendees with the tools and techniques they need to compete in a changing world”

I arrived there around lunch time.  I had my express check in pass (thanks ad:tech!), so got buzzed in pretty quick. The first stand lo and behold was Next Digital/Commquest! Which is my company – more on this later.

I was in a rush because I was supposed to go to the Yahoo search masterclass. In the corner of my eye, I saw a guy from my media buying class who’s a dedicated search guy. However, when I got there, the seminar was over. Disappointed, I trudged back and went to the Yahoo search stand and asked them what it was about. I also asked them for notes of the presentation and hopefully they can email it to me. Hit me up if you would like a copy of the notes.

Overall, ad:tech didn’t actually look that full. Maybe its because I expected it be at full capacity. Or perhaps, there were seminars going on. There’s paid seminars, with 3 different tracks but to go to them you need to have a conference pass which costs $1k. I’m just going to the free stuff =) You can check out the different stands, talk to people, and listen to the free seminars. It reminds me of a big careers fair!

Next Digital has got prime position, near the front door and we’ve decked it out in a hospital theme with hospital bed, flasks of weird liquids, IV drip, and doctors walking around with stethoscopes. The theme its “Digital Health Check”, and we’re offering free audits of digital marketing strategy, websites, etc.. We are taking appointments and doing followups. Kate Kendall, editor of marketing mag called it  best stand at expo. Have a look here:

nd-stand-ad-tech

Next Digital was giving a talk after the Yahoo one, so I briefly saw my director Mark Edwards, speaking about digital strategy.  Its a small seated area with about 30 seats and people were standing in the back, 3 rows deep! He had some really good content, however the sound quality was quite poor.The mic and the speakers weren’t loud enough. For the guys standing in the back like me, you couldn’t hear him clearly. As the stands are right next to auditorium area,  there’s so much background noise. It’s a shame and it something the organiser’s will have to look at for next year. Perhaps move the speaking stage a little bit further into a quieter area and turn up the mics!!!!!!!!

I spoke to a couple of interesting people /companies at the stands. Vincent and I walked around and spoke to the following stands. I’ve provided a short commentary on each one:

Fox Interactive 

Websites : Myspace.com, Rottentomatoes.com (movie review site), ign.com (similar to gamespot.com), Askmen.com.

We were talking to Sharon May-Tanous, Group Sales Manager, and she showed us a new feature on myspace.com. There’s this function called “Myspace recharge” where u can recharge your phone by buying credits / topups. Very cool. I’ve always advocated that social networks should do more in the transactional & ecommerce space, given that we spend so much time on there. According to Nielsen research, time spent on social networking has overtaken personal email. Myspace are also releasing a new visa credit card as well, targeted towards younger people. Its going to work like a prepaid debit card. It will be an interesting move for them.

They had a very cool stand with lots of monitors. If you look at the above sites I’ve listed in the heading and click through, you’ll realise that their are Australian versions with localised content. That’s something that they are trying to push, localisation. Rottentomatoes.com is mostly made up of American movies and reviews, so its good a move to have some Aussie content in there too. 

I told her I didn’t use Myspace anymore and she got a bit grouchy LOL. I’ll stick with Facebook, but I’ll check Myspace.com for music related stuff. FYI, I’m name dropping here, but I met Brett Brewer, one of the co-founders of Myspace at the Digital Tipping Point a few weeks ago. He’s sold off myspace to Rupert Murdoch and is now CEO of a social networking advertising company called AdKnowledge. He’s a very cool guy, down to earth, and I guess I’ll have to hit him up on myspace?  

Netpartners – Content network advertising / traffic broking

This area is new to me. I’m still new to search marketing and online advertising, but I understand the basics like clicks, CPM, CPA, conversions and al that jargon. But there’s this whole new area regarding content network / affiliate marketing, etc.. It’s to do with advertising on 3rd party sites, publishers, etc… I spoke to Alan Wan, Affiliate Manager, he explained to me what it was about and I think I got the gist of it. Netpartners is a Hong Kong outfit, mainly targetting US and UK markets. I have to do a bit more research in to this area regarding affiliate marketing. At ad:tech, there were a number of stands, I would say 1/3 selling these services. It was pretty funny, because he was talking English to us and as we were winding down our conversation he asked if we spoke Chinese! Vincent and him started talking, and then I joined in, but I don’t think he understood me very well since my Cantonese is pretty bad and heavily accented. 

Post Click – affiliate marketing

We spoke to the BD manager there. I’ve actually heard of them. Post click specialises in niche affiliate marketing. I’m still getting the hang of this term – its advertising on a network of sites. e.g. you would like to advertise to websites in Indonesia targeting students coming to Australia. They would go represent you and negotiate, and source sites for you to advertise on. They must have relationships with traffic brokers (a new term I learnt) and work out how much you have to pay for CPA, cost per action which is for lead or conversion generation if someone clicks on an ad. Post Click most likely takes a set up fee and a slice of the action e.g. CPC of 1 cent (cost per click of $0.01). 

Girls.com.au / Femail.com.au

I’m not sure why but we wondered over to this stand. We were just curious, and it was right next to ours. They’ve got 2 websites which are online magazines targeted towards females. Girls.com.au has a demo of 18 – 35, skewed towards younger females. Femail.com.au has a demo of 25+. These mags have been running for about 10 years online and has similar content to Vogue, Cleo, etc.. The opportunities are for advertising towards a very specific demographic. 

They also own female.com.au and redirect all the traffic to femail.com.au. however, they are not going to switch over to female.com.au because of the search engine rankings – its already been optimised (SEO baby!!).

CABO Networks – Pay for performance marketing

I spoke to Jurgen Cautreels, who’s over here from Miami. These guys have offices in Miami and Sydney, that’s TWO awesome beach places. They do stuff related to traffic marketing, lists, and email marketing. 

iAD & Pureprofile

I’ve lumped them together even though they are two very distinct companies. Only because they have both presented at our offices. I like iAD, but I feel that their technology is way ahead of its time. When they came into our office and explained their product, they left a lot of us dumbfounded, including me. If you can’t explain to a bunch of people that are pretty technology savvy, your going to struggle with other people as well. Even their blurb in ad:tech is hard to understand – something about a multi-function device, etc…

Ad:Tech on Twitter & Blog

If you are keen to follow with the latest adtech updates, check out twitter. People are twittering using the following hashtags:

#adtechsyd

#atsyd

For the 3 different seminar tracks, there’s also:

#atsyd1 

#atsyd2 

#atsyd3

There’s heaps of ad:tech tweeting going on, and I’ve been following the conversations via twitter and tweetdeck (i’ve got my search groups on for each hashtag!).

You can also check out ad:tech brain blog, I’ve been reading and commenting on it over the past month or so. 

See you there

If you are going to be there, look for me at the Next Digital /Commquest stand in the late afternoon. I’m going to be there in a white coat, and also checking some of the other stands and seminars. 

I’m out like day 1 of ad:tech, 

Matthew Ho aka inspiredworlds

Seven Commerical Uses of Twitter

I’ve been on Twitter for more than a minute now. I signed up around May 08, but didn’t use it much. I posted up a few updates and couldn’t see the value of it. However, I decided to give it another try this week and I’ve been hooked.

I posted previously about Twitter and how my company uses Yammer, a Twitter spin-off. Basically, Twitter allows you to text 140 characters about what you are doing. To be honest with you, when I found this out I thought it had really little value.

However, in the past week I’ve used it for different purposes and this is where I see Twitter as having value:

1. News Service

I decided to follow a couple of news services just to try it out. So I followed @Digg_2000 for stories with more than 2000 diggs and @NYTimes, so I’m getting constant updates about the major news stories. There’s also a couple of other social media gurus out there, like @guykawasaki, @joywayng (Jeremiah Wang of Forrester research & author of Groundswell).  I get to hear their constant thoughts, articles they want to share interesting people & companies that they are meeting (more on this later).

Another pertinent example was highlighted this week. By now, you’ve heard about the plane crash in the Hudson River caused by flock of birds. The first place this was reported was Twitter & the pics were on Twitpic.  Janis Krums, who was on a ferry going to the rescue of the plane wrote:

There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy“.

Twitter was updating furiously with news like this about the Hudson plane crash. I went to the Twitter search engine and looked up “plane crash” and every few seconds someone was saying something about it. It  gives you an ear to the ground.

Due to the availability of the internet on phones, people can immediately micro-blog on their phones and post to the internet via applications like Twitter and post the pics. Twitter allows citizen journalism, for ordinary people to report on stuff straight away and for it to be spread like a viral message.

2. Customer Service

Telecomms

I noticed from reading a couple of blogs, that @Comcastcares was using Twitter to respond to customer complaints. Twitter can be used as a public forum, and if you use it to complain about service or product, and if you have enough followers, you could be quite damaging to their brand.

So in a wise move, companies like @Comcast, @BigPondTeam, etc… are using it to get in touch with people that are bitching about their service. They get in touch with you and DM (direct message) you, to find out how they can help.

Atlassian – Confluence Wiki

I have experienced this from a different angle by praising a product. I posted the following:

inspiredworlds is building a wiki on confluence (Atlassian product). It’s so easy to use!

Then two people posted a response. One of them was @mattnhodges, in their customer service or marketing team, who previously has sent me an autoresponse email about the Wiki when I was evaluating the product and after I purchased it. Through Twitter, I’ve been able to ask questions and get responses and useful links. Another person associated with Atlassian, also posted a response and when they wrote a response to another customer about a sharepoint extender, and I got some useful info there as well.

Docstoc v Slideshare

During the week, I have been evaluating two websites for sharing documents. So I posted a general question: “Docstoc v SlideShare, which is better?“.

To my amazement, the next day when I logged in, @Serena from Docstoc had responded with “docstoc of course. DM me if you want tips about how to optimise your use”. That’s incredible customer service. Admittedly, I decided to go with Slideshare, even though it crashed a few times during the week, but at least I had that option and it made me more curious to check out Docstoc.

Monitoring how brands use it

To monitor this customer service usage, I have decided to follow a number of other brands to see how they will use it, and will post about that experience. I imagine its easier now for customer service, because they are not that many people on Twitter. But imagine if the whole Facebook crowd decided to join twitter, how much noise, clutter and compliants will be on Twitter?

However, I believe that Twitter does attract a certain type of person – someone that wants to be heard, slightly ahead of the adoption curve, tech – savvy, that can influence others. So that is why companies are providing quick responses on Twitter.

3. Brand building / Marketing

A lot of brands are on Twitter. I like that, because I get to follow my favourite brands and apps and find out what’s happening. For example, I’m a huge Chicago bulls fan, and @chicagobulls will post updates during the games and their thoughts:

Duncan is clogging the middle but the Bulls are hitting shots. Hanging in 36-33 in the second.”

I’ve also signed up to hear updates from @Wordpress, @Googlereader, @shareaholic, @yammer_team, @blogger. I like these products and brands, and I want to hear from them. In a sense, I’m giving them permission to enter my world. I don’t just follow anyone, I’m quite picky because otherwise you get too much clutter.

These brands have reciprocated by adding me as their “friend” by following me. So they are interested in what I have to say – perhaps to provide better customer service (as noted above). For example, during the week I posted how “It’s official, I’m a shareaholic“, and in response @shareaholic posted on their tweets:

@inspiredworlds Welcome!

Consequently, I’ve posted in reply that they should add Yammer as one of their new features. And then the @Yammer_team added me. How cool is that? Obviously, these guys are paying attention to what is been said about them.

I believe this is an area where brands can use twitter – to hear what customers are saying about them and to also build up the brand and stay in constant contact with their customers. How cool is that when a brand mentions you in their tweets? Admittedly, the novelty factor does wear off. It’s allowing me to be closer to my favourite brands.

One problem is “twitter squatting”. Some cunning people have snatched up some valuable online real estate. For example @jetstar is not jetstar. I don’t even know if @chicagobulls is even the real thing. So there’s no way to know, just have to look at the page, check their links, number of followers, and make an assessment.

4. Professional Networking

I’m relatively new in digital marketing with only 8 months experience in the industry. So it’s important for me to network with people and meet the who’s who of the industry. I can go through people’s lists and add anyone I would like to know and generally they reciprocate and add me. It’s not as intimate as facebook where they get to see all your personal info and pics. All you are getting in twitter is 140 character updates.

So I’ve added in a couple of the big names in the industry overseas, as well as people locally that I meet.  People also have “tweetups”, where they have real meetings with people in twitter. I mean, even speakers from the Future of Digital forum I attended, I’ve added them in Twitter. You can add someone in twitter and when you meet them, you can say “I know you from twitter!”.

5. Find out trends & buzz

I’ve covered this off above. If you want to hear what people are thinking about, just use twitter search. You will get live updates about what people think about brands, what’s being discussed out there.

6. Thought Leadership

As mentioned above, I’ve tapped into some of the key minds in the industry. And they also share a lot of useful links, which I’ve then read and commented on. They also talk about people they have met in the industry, company meetings they are going to, trends they can see and so on.

7. Microblogging

Twitter is so easy to use and update. This post I am writing now, has taken at least an hour. In between finding the links, going back through my emails and twitter updates. Microblogging is blogging in small lines of text, perhaps one or two lines. You  don’t have to think too much when you twitter because you are concentrating on writing just one line. And you can update it again a few seconds or minutes later.

It could possibly over take blogging. Evhead, the CEO of twitter who previously sold Blogger to Google wrote about it on his blog. Twitter gives you smaller bite sized pieces to snack on and feeds our voracious hunger for constant updates.

Other thoughts on Twitter

I believe that the use of Twitter will continue to grow as it offers a differnet purpose to facebook and has commercial value as noted above.

With the advent of aggregator services like Shareaholic, Fring, Xummi, Friendfeed, it allows you to manage multiple social network services at the same time like Twitter, Facebook, Myspace, Digg, Delicious. So belonging to multiple networks is possible and will grow in popularity.

Their are also a couple of innovations out there like Brightkit, which allow multiple people to “tweet” under one account, manage multiple accounts and to time your updates. I thought there was no way @guykawasaki could be pumping out so many updates throughout the day, but they must prerecord them and have several people tweeting all the time. Brightkit is free now to manage one account, but charges for multiple accounts.

I’ve also come across Ginx, which Pierre Omidyar the ebay founder has started. It allows you to share links, and then share comments about it, with the twitter page taking up the top part of the page. It’s eerily similar to sharing facebook comments about a shared link, where the option to comment is just above the page or even like Digg.

One of the biggest problems I have with social networking is the multiple logins and passwords you have to remember. Concepts like OpenID (having one identification) for all websites will allow one login for all.

Twitter will not replace Facebook, but it takes one of its most popular features the status updates and builds on that. Status updates combined with tiny URL’s, will allows for greater sharing and social bookmarking. Along with the popularity of internet on mobiles, instant messaging, the time is ripe for Twitter.

I’m out like the era before Twitter,

Matthew Ho.

[Updated: Dave from BrightKit – Thanks very much for including BrighKit in your article.  One thing.  We don’t charge for multiple accounts.  BrightKit is entirely free right now while it’s in public beta.  If you wouldn’t mind changing that, we’d greatly appreciate it.  Thanks!]