Spotlight on Social Media was held yesterday in NYC, put on by the Participatory Marketing Network (PMN) and Direct Marketing Association (DMA). There were a couple of important takeaways every marketer should think about.
Search is still important, no doubt, but it’s a little 2008. Immediacy – what’s happening now — is the rolling thunder these days, so services like Twitter and Foursquare are the rage but the marketing future is something Rapleaf’s co-founder Vivek Sodera calls “intent driven” applications. Think of a suped up Four Square To Do tab. Facebook will certainly build an intent-based app and others in the VC pipeline will emerge, but just know intent+social+search+moblie is going to pay out lotto style.
I know, I know it’s not a word. But it’s a better word then unanonymize, which is the word that clanked like a dropped crowbar off Mr. Sodera’s tongue during his presentation. Hee hee. That said, it’s a word that wonderfully describes what Rapleaf does. Rapleaf crawls the web and creates single records of an individual’s behaviors, activities and associations. And surprisingly, it’s not that scary. They do this using your email address and a cool piece of software. In email or direct parlance they append records using the social web. When I asked to be unanonymized, the Rapleaf software generated 100 of my web proclivities, the first of which was something called “Social Care” a membership I did not recall. All the rest were spot on.
Facebook also presented at Spotlight and mentioned its 60 million daily logins put prime time television to shame. Sean Mahoney’s case studies of marketer successes were very impressive and prove that Facebook is the “new” digital. Its targeting capabilities are phenomenal. There are specialty ad and marketing shops opening up just to handle Facebook-enabled selling and they’re worth looking in to. It’s a cottage industry on the way to becoming transformational.
Other smart companies worth mentioning include Acxiom, a behemoth company that also transforms social data into social profiles (for targeted marketing), Cisco which has a neat B2B app in its NowVan program (like Kogi BBQ trucks for routers) and Air Miles a rewards program out of Canada, trying hard and having very good success.
Michael Della Penna of the PMN and Conversa Marketing and Neil O’Keefe of DMA deserve shout outs for empanelling a great program. Peace..it together!