Twitter 101: A Special Guide

Twitter is notorious as the social media outlet with the biggest gap between awareness and engagement. Part of the trouble has - in the past - stemmed from a general lack of information on the official site. Tech savvy adopters don't have a problem seeking out information, but for the masses a general lack of support is viewed as an annoyance and has ultimately led to trial without adoption.

Twitter's new guide for businesses seeks to mend the issue by providing a benefits based analysis and instructions. The guide is basic, but a good start. As more details are added the guide could easily become a comprehensive, official source of information for businesses seeking to take advantage of social media.

Read Twitter's special guide for businesses

Of additional note to Chicago readers is the Saper Law Seminar on July 28th, 2009 covering Trademark and Copyright issues. The seminar is a "101" intro session and should be very informative. Saper Law is a sponsor of the Chciago Media Marketing & Advertising Group.

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Social Media Helps Skincare Upstart Take on Big Beauty

> The Great Innovation Race! Building Online Advocacy With Twitter

> Major League Innovation - BusinessWeek's Innovation Engine Features Chicago White Sox and ESPN

Social Media Helps Skincare Upstart Take on Big Beauty

A recent article in Cosmetics Design entitled, "Social media campaigns can help small players enter competitive markets" highlights using an integrated campaign to win market share in a hyper-competitive industry.

Aloe Vera skin care company Lexli has launched a marketing campaign including social and digital media that is designed to help it succeed in an industry dominated by big players.

Such a campaign is perfect for relatively small players such as Lexli coming into very competitive marketplaces, explained Nick Kinports from innovation agency Maddock Douglas which designed the campaign.

“Without a million dollar advertising budget it is difficult to compete with the Dove’s and Aveda’s of the industry in terms of print and TV advertising,” Kinports told CosmeticsDesign.com.

In addition, there is a lot of consumer misunderstanding within the skin care industry and a social media campaign can help get the message across, he said.

Although social media is not the only strategy open to smaller players, for Kinports it is one of the best available right now.

“With a proper strategy and a good understanding of the online behaviour of the target audience you can make inroads quickly and find advocates for the brand willing to spread the word,” he said.

Integrates blog, online store and microsite

The Lexli campaign includes a traditional website that acts as the online store for the brand with product information and the possibility to purchase products.

In addition, Lexli has taken on aesthetician Jessica O’Dair as a brand ambassador who writes a blog entitled Real Skin Care Solutions with links to Facebook, Twitter and LinkedIn.

According to Kinports, Jessica is a more credible figure than a celebrity brand ambassador as she is a skin care professional. “She isn’t just a mouthpiece for Lexli. The Real Skin Care blog allows her to continue what she has been doing but through a new medium.”

For Kinports, transparency is the way to retain credibility alongside the knowledge that Jessica is working for Lexli.

“If it is handled correctly there isn’t a problem and transparency is the key. Yes, she works for Lexli, but if people can see she does more than just say ‘Buy Lexli, Buy Lexli,’ we expect a return on the time investment,” he said

Read the full article a Cosmetics Design

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> The Great Innovation Race! Building Online Advocacy With Twitter

> Major League Innovation - BusinessWeek's Innovation Engine Features Chicago White Sox and ESPN

> CMM&A July Meetup - Largest Turnout Yet!

The Great Innovation Race! Building Online Advocacy With Twitter

When Dave Wilson and I were tasked to come up with an innovative and educational experience for the Maddock Douglas Summer Interns, we instantly gravitated towards social technologies due to the fact that they are simple to setup and deploy, easy to track or measure, and transparent (read: good publicity for MD). We also knew that Twitter needed to play a major role in the experience because of its especially simple setup, open API, and ubiquitous nature.

The issue for us was how to motivate six interns to create meaningful engagement online while learning how to market a product or service using social technology as a key tool. The solution we arrived at was simple: our interns would compete to build online advocacy around their personal brands over a six week period for a cash prize.

The Great Innovation Race was born!

The goal for our Summer Interns is to amass the most followers on new Twitter accounts (owned by Maddock Douglas) using their personalities and intellects to fuel advocacy. Getting followers is great, but the point of this contest is to build and deploy a winning marketing strategy. The rules prohibit the usual shenanigans and protect our clients' confidentiality.

Benefits for the agency include enhanced PR, discovery of the Maddock Douglas brand, internal buy-in for social technologies, and a great case study to assist in future client deployments.

An interesting thing has happened in the 24 hours since we launched the competition. Internal advocacy for Twitter has been exploding. All of a sudden Maddock Douglas communications have been fractured between Twitter and the usual means. In my opinion, this is a good thing.

Be sure to follow the race - you can check out our intern pictures, bios, and latest tweets at Maddock Douglas.

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Major League Innovation - BusinessWeek's Innovation Engine Features Chicago White Sox and ESPN

> CMM&A July Meetup - Largest Turnout Yet!

> Chicago Media Marketing & Advertising July Meetup at Saper Law and ADMAVEN 1 Year Anniversary

Major League Innovation - BusinessWeek's Innovation Engine Features Chicago White Sox and ESPN

As fans cut back on spending, sports teams must find ways to increase their share. Here's our formula for Major League Baseball—and other businesses:

By G. Michael Maddock and Raphael Louis Vitón

We are often asked about ways to innovate beyond the traditional business setting. In honor of the All-Star Game, here is our suggestion to the owners of professional Major League Baseball teams.

Sports teams run on statistics. Players are signed, promoted, rewarded, or released based on how well they perform against an agreed-upon set of detailed metrics. Yet when it comes to figuring out the best way to attract and keep fans—especially during a recession—it's a whole other matter. These same teams are, for the most part, relying on either outdated research approaches or "gut feel" to determine what fans want.

And not surprisingly they are swinging and missing. Want proof? Consider some of our recent findings:

• Every sports executive we have ever met says the No. 1 thing fans want is a winning team. Fans rank it 11th when asked why they show up at a game.

• What the paying customers want most is a "fan friendly" environment, right? Nope. Fans rank it 6th in importance.

• Teams worry that their ticket prices are too high. Fans say cost ranks 7th when they are deciding whether or not to attend a game.

This discrepancy between what sports executives believe and what is actually going on in the marketplace reveals that most have failed to take notice of two related and depressing facts: A) Few sports teams recognize the power of their brand/customer relationship. B) Most fail to leverage the unshakable fan loyalty, simply because they have not taken the time to figure out what fans truly care about.

READ THE ENTIRE FEATURE AT BUSINESSWEEK

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> CMM&A July Meetup - Largest Turnout Yet!

> Chicago Media Marketing & Advertising July Meetup at Saper Law and ADMAVEN 1 Year Anniversary

> The Printed Blog Shutters Operations With Some Regrets, No Plans For Future Revival

CMM&A July Meetup - Largest Turnout Yet!

Thanks to positive groundswell in social media outlets and word of mouth, the Chicago Media Marketing & Advertising group saw its largest turnout ever, with over 80 professionals gathering to network, discuss new developments in the media, marketing, advertising, and public relations communities, and enjoy the beautiful deck at Saper Law.

CMM&A thanks to our sponsor Daliah Saper of Saper Law for hosting the event and providing logistical support. Additional thanks to our sponsor BeFoundOnline.

Look for details about our next monthly meeting coming soon!

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Chicago Media Marketing & Advertising July Meetup at Saper Law and ADMAVEN 1 Year Anniversary

> The Printed Blog Shutters Operations With Some Regrets, No Plans For Future Revival

> Personal Branding Wars: Does Your Company Already Claim a Stake in Your Personal Twitter, Facebook, or Blog?

Chicago Media Marketing & Advertising July Meetup at Saper Law and ADMAVEN 1 Year Anniversary

Before I explain the details of our next meetup, I wanted to take a moment to acknowledge that today represents the one year anniversary of ADMAVEN - The Interactive Advertising Blog. My first post dated July 9, 2008 promised to, "highlight new technologies, research, and industry practices that have a practical impact on the traditional and interactive Advertising world". I hope you have found this blog informative and useful in your professional life. I have taken great pleasure in delivering information on social media and social media marketing as they begin to take prominence. Thanks to all the loyal readers who have left comments, sent emails, and tweeted about my blog!

And now on to the CMM&A details:

Join the CMM&A organizers and members July 14th, 2009 for an evening of networking and discussion within the media, marketing, advertising, and public relations industries. Our last event was, as always, informative and a lot of fun - don't miss out. Food and beverages will be provided, but you may bring your own beverages of choice (BYOB!).

Be sure to visit the Meetup.com page to RSVP and get complete details.

Our speaker is Kris Pasquini and her topic will address the tools and techniques used in putting a strong personal touch in your client and network communications by going off-line.

The event is sponsored by the "Search Guys" Be Found Online and once again the offices of Saper Law will host us. Saper's facilities feature a stunning rooftop deck on the 12th floor of 500 North Dearborn.

We look forward to seeing you all!

Please note you will need to be let in the front door from the street level - we will be waiting to let you in, and if no one is around just buzz up or wait a few seconds and we will find you!

We ask $3.00 at the door to help with expenses.

July 14, 2009
6:30PM to 9:00PM
Saper Law Offices, LLC
500 N Dearborn, Suite 1200
Chicago, IL 60610

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> The Printed Blog Shutters Operations With Some Regrets, No Plans For Future Revival

> Personal Branding Wars: Does Your Company Already Claim a Stake in Your Personal Twitter, Facebook, or Blog?

> Crispin Porter + Bogusky Showcases Beta Social Homepage

The Printed Blog Shutters Operations With Some Regrets, No Plans For Future Revival

Today marked the closing of The Printed Blog.

Chicago Business Powered By Crain's has a comprehensive interview with The Printed Blog's Founder Joshua Karp discussing his struggle to convince the venture capital community of TPB's viability.

An excerpt from Crain's reads:

What would you do differently if you could start over? Any tweaks to the concept?

I would launch exactly the same business, but I would focus like a laser on one neighborhood, probably Palo Alto, Calif. I would get local and national blogs, great photographs, and put together one first issue. I'd print it out, then walk up and down the streets of Palo Alto, selling ads (and dropping off copies at every VC office I encountered). I'd make a local Palo Alto edition successful, and prove that I could generate revenue to cover my costs. Then, I'd expand, slowly to neighboring communities, until I was putting them under windshield wipers of cars in the Google parking lot.

The only, reluctant tweak to the concept I wish I had included was a social network. I wrongly figured that VCs would be tired of people starting social networks that relied on very elusive advertising for revenue. I was wrong. That's a component that was missing from my plan.

ADMAVEN's January 2009 interview with Joshua Karp and subsequent article highlighted the enthusiasm and promise behind the business model.

It's sad to see a hybrid form of old and new media fail. What does this bode for the future of print? Are even the most innovative print models doomed to failure simply because fewer and fewer people prefer the medium each year?

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Personal Branding Wars: Does Your Company Already Claim a Stake in Your Personal Twitter, Facebook, or Blog?

> Crispin Porter + Bogusky Showcases Beta Social Homepage

> The Social Networking Paradox: Daily Relevance and Revenue

Personal Branding Wars: Does Your Company Already Claim a Stake in Your Personal Twitter, Facebook, or Blog?

Thanks to Daliah Saper for giving a great presentation at the Chicago Media Marketing and Advertising June Meetup. Check out the videos below for great advice on the legal implications of personal branding:

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Crispin Porter + Bogusky Showcases Beta Social Homepage

> The Social Networking Paradox: Daily Relevance and Revenue

> Twitter Is Peaking, If It Hasn't Already - Steve Rubel at 140 Characters Conference

Crispin Porter + Bogusky Showcases Beta Social Homepage

And there you have it... A new homepage for agency Crispin Porter + Bogusky, creators of Burger King's famed grinning King campaign and Microsoft's "I'm a PC", among others.

The concept is certinaly not new - Modernista has been doing it for over a year, and countless other websites now incorporate social elements into their homepages. Mr. Bogusky puts it well when he says, "It's our hope that this becomes more than a gallery of work and its more about a gallery of what our work is actually accomplishing out there in the real world."

I feel Crispin's approach, however, is a little narcisistic. The new homepage is filled with news and information being shared about CP+B. This may have been interesting a year ago, but in today's world of relevant and timely data I'm failing to see the innovation.

Shouldn't the feeds on the homepage be about CP+B's clients? Doing great work on behalf of clients is paramount to any agency, but leveraging that agency's own presence as a "living portfolio" of social data about client campaigns should be mandatory. CP+B allows you to click tabs along the top of the site to look at various active campaigns, but the focus is clearly on the agency itself.

The second focus of an agency social site should be its own employees. Where is the list of employees who are active on Twitter complete with a feed? How can I - as a prospective customer - get a more intimate look inside the doors of an agency?

I don't want to sound overly critical - building social media components into an agency website is a step in the right direction, but the conversation and engagement elements are overshadowed by messaging about how much press CP+B gets.

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> The Social Networking Paradox: Daily Relevance and Revenue

> Twitter Is Peaking, If It Hasn't Already - Steve Rubel at 140 Characters Conference

> Social Business Design and The Future Of Advertising

The Social Networking Paradox: Daily Relevance and Revenue

As companies struggle to enter the social space, significant investments are being made to both create a presence on and maintain a presence in social networks. The value of these networks is obvious: millions of engaged target audience members sharing information and communicating on a scale never before seen. But how can a brand understand the relative value and public perception of a social network without expending resources entering the space?

There exists a paradox in social networking that has big implications for brands. There appears to be an inverse relationship between the daily relevance a social network has to the public and the amount of revenue it generates. Attempts to monetize create a tailspin of waning interest that eventually results in the collapse or re-engineering of the network itself.

Understanding where a social network is in the cycle of popularity can mean the difference between starting a strategy that is doomed from inception or growing constructively with a network.

Twitter, for example, is currently exploring ways to generate revenue. Some believe Twitter is already peaking in daily relevance. My assertion, however, is Twitter will be relevant for some time to come.

Marketers would be well advised to partner with an agency or consultant that understands this relationship - both where a social network is positioned and how consumers perceive that network.

I'm still working out the details of this visual - your comments are welcome!

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Twitter Is Peaking, If It Hasn't Already - Steve Rubel at 140 Characters Conference

> Social Business Design and The Future Of Advertising

> Everyone Hates Social Media

Twitter Is Peaking, If It Hasn't Already - Steve Rubel at 140 Characters Conference

At the 140 Characters Conference Steve Rubel, SVP, Director of Insights for Edelman Digital, gave a quick talk on activating "social media rockstars" within your organization. This applies heavily to how I approach social media campaigns. Of note Mr. Rubel disucsses how Twitter is, "peaking, if it hasn't already".

When I design social strategies and operating models for our larger clients at Maddock Douglas, I always ask the question, "If _______ was gone tomorrow, would you be OK?" Mr. Rubel does an excellent job of illustrating this point. He goes on to say that no social network has stayed mainstream longer than five years.

Social business design should be about strategy and building core competencies into your organization. The new consumer is slightly evolved from ten years ago, but the consumer of the near future will require social data at every level of the purchase decision to feel confident. Be prepared, but don't put all your eggs in one basket.

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Social Business Design and The Future Of Advertising

> Everyone Hates Social Media

> Facebook Forces Millions To Consider Personal Branding

Social Business Design and The Future Of Advertising

The folks at Dachis are abuzz today with a more detailed series of articles on social business design:

David Armano
Peter Kim
Jevon MacDonald
Kate Niederhoffer

The gist of the content is a vision of transformation from the way we view business communications today to the not too distant future where everyone is connected at every level; be they client, vendor, or CEO.

An inspiring thought to be sure - but what does it mean for advertising and the way our industry has (d)evolved over the last ten years?

Social business design - the way Dachis presents it - is something that needs to be taken on at the CEO/Board of Directors level for any large company. They aren't talking about selling in to CMOs, marketing directors, and other interested parties. These products will undoubtedly be designed to change the fundamental operating function of any company choosing to engage it, and to me that means a big uphill battle for Dachis.

Can they do it? The talent is certainly A-list, and we have not heard about the details of their plan. Creating a game changing consultancy model is certainly ambitious - how do you think social business design will transform the next 10 years of advertising?

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Everyone Hates Social Media

> Facebook Forces Millions To Consider Personal Branding

> The Great Facebook Race: What It Means For Your Brand

Everyone Hates Social Media

The proliferation of pundits on social media and the social web, in the last six months, has increased exponentially.

In point of fact, the last week has seen an entire nation in turmoil thanks largely to a social experience the whole world can take part in.

And, like with all things mainstream, the early adopters - who originally embraced the medium and feel some level of ownership - are growing weary of the talk, the "experts", and the people who still don't get it. I too am guilty of losing patience.

Everyone Thinks He Can Be a Social-Media Marketer - B.L. Ochman on 06.16.09 AdAge

Why I Hate Social Media - Matt Jones on 06.17.09 Adage

The Only Social-Media Guru You'll Ever Need - Ken Wheaton on 06.17.09 AdAge

What's with all the negativity? Is it the fact that there are literally thousands of people creating white noise about social media in the communities we all call home (Twitter, Facebook, etc...)? Or is it coming to terms with the fact that social media, as an advertising format, costs about the same as anything else when done correctly and takes longer than traditional media - on average - to produce results?

As an agency representative, I still see a huge gap in big brands' understanding of the commitment required to launch and maintain a winning social strategy; and the cost - both today and over time - required to maintain and grow the social business model.

Are you experiencing the same frustrations displayed in AdAge and within the advertising community at large? Share your thoughts by logging into Facebook connect, Twitter, or DISQUS and leaving a comment below.

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Facebook Forces Millions To Consider Personal Branding

> The Great Facebook Race: What It Means For Your Brand

> Chicago Media Marketing & Advertising June Meetup At Saper Law

Facebook Forces Millions To Consider Personal Branding

Whether you are a marketer or just a Facebook fanatic, the early morning hours of June 13th, 2009 forced you to seriously consider how you represent yourself online. Choosing a user name to replace the archaic and confusing identification URL is a one-shot opportunity - you can't make a change.


How did you choose your new Facebook URL? Did you find yourself considering how others will view your new identity? Perhaps you made some fundamental changes to your profile to be in line with your new URL. Share your story in the comments below using Twitter, Facebook, or standard DISQUS commenting. I will use some of the best comments in an upcoming article on how personal brands have jumped to the mainstream!

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> The Great Facebook Race: What It Means For Your Brand

> Chicago Media Marketing & Advertising June Meetup At Saper Law

> CosmeticsDesign.com - Unlocking The Potential Of Social Media In Cosmetics

The Great Facebook Race: What It Means For Your Brand

We now know the details of the Facebook user name implementation. Starting at 12:01 a.m. EDT on Saturday, June 13, you too can register a custom URL for your personal Facebook profile.

From the Facebook Blog:

From the beginning of Facebook, people have used their real names to share and connect with the people they know. This authenticity helps to create a trusted environment because you know the identity of the people and things on Facebook. The one place, though, where your identity wasn't reflected was in the Web address for your profile or the Facebook Pages you administer. The URL was just a randomly assigned number like "id=592952074." That soon will change. We're planning to offer Facebook usernames to make it easier for people to find and connect with you. When your friends, family members or co-workers visit your profile or Pages on Facebook, they will be able to enter your username as part of the URL in their browser. This way people will have an easy-to-remember way to find you. We expect to offer even more ways to use your Facebook username in the future.

We also now know the details of the Facebook Page custom naming implementation. I suggest reading the whole post linked below for the big picture.

From the Facebook Pages Notes:

I tried to secure a name for my Page but Facebook said the Page was not eligible. What are the requirements? Your Facebook Page must meet two requirements: it must be live on Facebook prior to the May 31, 2009 cut-off date and have a minimum 1,000 fans as of May 31, 2009.

The implication for your and your clients' brands is huge. Better organic search. Visibility and brand recall. The list of positives goes on and on...

Brand squatting, misrepresentation, and other schemes will undoubtedly plague companies for months to come. Facebook has tried to get ahead of this with several unnamed workarounds as well as the following form:

It would behoove agencies and brands to claim their intellectual property as soon as possible. Click here to access the form.

Does your agency have a contingency plan for your clients? Do you have a plan for your personal brand? I'm looking for some salient examples so please feel free to log in with Facebook, Twitter, or DISQUS below and leave a note.

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Chicago Media Marketing & Advertising June Meetup At Saper Law

> CosmeticsDesign.com - Unlocking The Potential Of Social Media In Cosmetics

> Decision Versus Search - Bing Challenges Google In Search Engine Duel

Chicago Media Marketing & Advertising June Meetup at Saper Law

The Chicago Media Marketing & Advertising group thanks Daliah Saper of Saper Law for her outstanding presentation covering the legal issues of personal branding, as well as the amazing venue!

Additional thanks to our sponsor BeFoundOnline.

Please look for a full video of Daliah's presentation to be released via ADMAVEN in the coming days.

CMM&A is growing - our monthly meetings are now known for great networking for marketing, advertising, media, and public relations professionals. Join the group today, and I look forward to seeing you at the July meeting!

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> CosmeticsDesign.com - Unlocking The Potential Of Social Media In Cosmetics

> Decision Versus Search - Bing Challenges Google In Search Engine Duel

> Xbox Live integrates Facebook and Twitter - Analysis and Implications For Advertisers

CosmeticsDesign.com - Unlocking The Potential Of Social Media In Cosmetics

Raphael Viton and Nick Kinports from Maddock Douglas spoke to Cosmetics Design to explore the potential of social media in cosmetics and explain its pitfalls.

Viton said social media marketing strategies work best for “high involvement” categories where information, feedback and testimonials from trusted sources play an important role in buying decisions. He said this being the case for beauty products makes social media “perfect for cosmetics”.

While many cosmetic companies have some presence in social media, Viton said very few are truly committed and many approach it in the wrong way.

“Only a few brands in this space (e.g. Clinique, Aveda) are generating decent rates of advocacy and outreach, most others are merely dabbling,” said Viton.

Some smaller brands are exploring social media more effectively than their bigger rivals.

Viton said: “The big beauty brands should be fearful of the "challenger" brands leveraging social media to get a significant foothold on market share.”

Kinports added that too many brands have an old fashioned mentality and are unwilling to use social media as a means of opening an honest and authentic dialogue with consumers.

Wading into social networking sites and posting fake product reviews is not the way forward. Kinports said this damages credibility and trust which are the values social media can help companies to foster.

>> Read the full article and audio podcast at CosmeticsDesign.com

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Decision Versus Search - Bing Challenges Google In Search Engine Duel

> Xbox Live integrates Facebook and Twitter - Analysis and Implications For Advertisers

> Microsoft Moves To Bridge Digital Divide Between Agencies, Clients, and Everyone Else

Decision Versus Search - Bing Challenges Google In Search Engine Duel

At the risk of sounding like Microsoft is now sponsoring ADMAVEN - I am going to write my third article in as many weeks covering Microsoft innovations. Bing is the new incarnation of Live Search, and comes with a host of advertisements in print, television, and online video touting the "decision engine" as the savior of modern search.

Let's examine - as objectively as possible - the differences between Google and Bing. I'll do a series of random searches and report top five non-sponsored results via image capture displayed below (click the images for larger versions, results links point to live searches). Let's get started!

If you want to do your own comparison, check out this tool to compare results for the same search live!

Search query: best new running shoes
Bing results:

Google results:
Although Bing provides some useful information, Google wins this particular search thanks to its propensity to point me toward running communities that offer a lot of easily accessible peer data on running shoes. The first Bing result sends me to an About.com page offering little more than a list of links to other reviews that may or may not be factual.

Search query: best hotels in Cancun
Bing results:Google results:The Cancun search seems to be a tie. Both search engines list Tripadvisor as the first result with a smattering of other sites below. Although Google includes deeper content links the parent link seems to be most relevant.

Search query: dog groomer in Elmhurst, IL
Bing results:

Google results:
Google flexes its local muscles and crushes Bing in our search for a dog groomer. Unfortunately the concept of a "decision engine" is put to rest by the fact that Bing provides little information in its results to actually help me make a decision. With Google I have a map, reviews, and contact information at my fingertips from the actual search page.

Clearly Microsoft has created a search engine that is effective at big picture searches but, for the moment, falls behind Google in helping people make informed decisions at the micro level. Due to the fact that most search is unique and very specific, Google remains the champions of the search engine market.

Do you have any stories of success with Bing when Google was unable to provide you with the information you needed? Share them by commenting below.

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Xbox Live integrates Facebook and Twitter - Analysis and Implications For Advertisers

> Microsoft Moves To Bridge Digital Divide Between Agencies, Clients, and Everyone Else

> Chicago Media Marketing & Advertising June Meetup

Xbox Live Integrates Facebook and Twitter - Analysis and Implications For Advertisers

Yesterday, I criticized Microsoft for failing to describe a more robust integration platform for advertisers with elements of the social web at their Digital Showcase event. Subsequently Microsoft announced their planned integration of Twitter and Facebook into the Xbox Live service.

The implications for advertisers are enormous as an entire new demographic will be exposed to brand messaging and representatives.

I will say this - if you are in the business of creating content for a gaming platform your company needs to be adapting a social business model as quickly as possible.

Let's review the breakdown of planned features for the Xbox platform integration:

Facebook

1. Share pictures
2. Read your stream and those of your friends
   
3. Post text on friends walls
4. Incorporate in-game events into your stream
   

Twitter

1. Full functionality
2. Live-tweet in-game events
   

From what we can tell, a more complex solution was required for Microsoft to integrate Facebook. The Twitter component seems to be a simple API work-through with an Xbox branded wrapper.

I am somewhat curious to see how Xbox Live games push out content. One would hope Microsoft will understand the norms of the communities they are about to enter and realize that many people don't need to be informed about their connections' gaming accomplishments. At the same time the cohesion within the gaming community shows great promise.

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Microsoft Moves To Bridge Digital Divide Between Agencies, Clients, and Everyone Else

> Chicago Media Marketing & Advertising June Meetup

> Social Media, Business Week, and Everything Else

Microsoft Moves To Bridge Digital Divide Between Agencies, Clients, and Everyone Else

I recently attend Microsoft's Digital Showcase (May 28, 2009) at their Chicago office located in the AON Center. Walker Sands Communications, apparently handling PR for the event, reached out to me as a blogger and an agency representative.

The event was well executed and the message was clear: Microsoft is banking on digital and traditional campaign integration to drive the future of advertising, and they want to be the platform through which integration takes place.

My question, and the question I have asked myself over the past year, is Microsoft innovative enough to pull it off?

Let's examine the pitch:

Microsoft wants your clients to be on three screens: home television delivered via Xbox Live and traditional broadcast outlets, mobile platforms via WAP enabled websites, and - of course - the computer screen via web video, websites, and other interactive elements.

As an agency, you design and deliver the creative elements while Microsoft delivers the back end platform to drive your ads across the three screens.

I think this is a great approach, and I enjoyed seeing the "three screens" presentation play out in person, but was left wanting more. There was little talk of integrating platforms outside of the Microsoft realm, and the "three screens" approach still felt divided. The links between the platforms were not salient enough - how does the Xbox Live experience integrate with WAP, web, and broadcast? Not an easy question to answer, but the first space I look to when discussing digital innovation.

On the other hand, I'm glad to see Microsoft is taking a serious approach to innovation, and there is no question that substantial R&D budget has been allocated to developing these programs. Kudos to the team at MS for providing a well rounded presentation. I would have liked to have seen less discussion surrounding digital campaigns executed by push and more discussion around sticky pull campaigns leveraging the principles of social media/networking.

Microsoft Digital Showcase: Connect with Video
May 28, 2009 Chicago

Speakers:

Seth Dallaire, Senior Director, US Sales, Microsoft Advertising
Jay Sampson, Senior Director, Microsoft Advertising Emerging Media Sales
Mark Marvel, Senior Director of Video Monetization, MSNBC
John Staley, Director of Advertising Sales, Central Region, NBC Broadcast & Cable News
Laura Hagen, Senior Director of Integrated Sales, MSNBC.com
Don Reilley, National Sales Manager, Entertainment & Devices Division, Microsoft
Mike Siegenthaler, Director, US Branded Entertainment & Experiences Team, Microsoft

Interact With ADMAVEN on Twitter

PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Chicago Media Marketing & Advertising June Meetup

> Social Media, Business Week, and Everything Else

> If An @ Reply Is Tweeted and No One Is Following, Does It Make A Sound?