Welcome, MikiMedia..

..in our blog.

MikiMedia joined us on our trip to the New Media Expo. Miki is a New Media Specialist in training, and hence she has a sheer interest in everything related to this exciting new world of communication.

For some reason she wanted to impress us since we received this video she took, showcasing our moves in Vegas. We kind of thought that everything what happened in Vegas, stayed in Vegas. But we are honored, so we want to share her video with the rest of the world.

Thank you.

Facebook helps with market research

One of the main challenges marketers nowadays have is the question how to utilize all these social networks to the advantage of their marketing campaigns. Of course, one can listen to the conversation, influence the conversation (dangerous, please don’t) or start a conversation by yourself. At Facebook, they see more possibilities.

DigiRedo was in New York where we spoke to Kevin Colleran, Director National Sales at Facebook. We talked about the growth of Facebook, their business model and innovative marketing tools using their social network.

Kevin told us that Facebook now outpaced MySpace with a daily growth of 400,000 subscribers per month. This growth is mainly coming from international expansion. Interesting aspect in this is that Facebook wanted to use traditional translation agencies for localizing their software. Once they found out that this was too costly and took too much time they asked the community to help them with the translation: everybody who wanted to translate in their language could give it a try. Within weeks they had French, Spanish and Dutch sites up and running.

One of the most intruiging options is the use of polls. As a marketer we have executed several marketing surveys. Necessary and justified in many cases, but also expensive and time-consuming. Facebook has introduced last year their ‘Quick & Dirty’ approach to market research and gave the meaning ‘fast’ a whole different meaning in this respect. Funny to see that they never really gave a lot of noise to this feature.

Imagine you want to know which anticonceptive pill is the most favorite amongst your target audience ‘young women between 18 and 25 years’. With this new feature you can create your own poll (1 question, 5 answers), select your target audience and the time by which you want to receive your results. Within 20 minutes it will costs you $1 per reply, if you can wait 24 hours it  drops to $0.25. After the necessary creditcard checks Facebook does its thing. It sends the poll out to the network of 90 million people. No doubt 1,000 people of the chosen target audience are online and receive the poll. Usually they reply immediately.

As said, the poll stops when 1,000 respondents are reached. In our case that costs us $1,000 in total. The most striking is that you can actually see the results coming in ‘live’. As if you were watching a competition which brand is going to win. Check out the video for a demonstration.

I can imagine that this kind of market study is not suitable when you want to do some serious studies. However, I have been in many marketing discussions whereby such feauture would have helped us tremendously in guiding the discussion if we would have known how our target audience thinks of a certain topic.

Yet another feature Facebook is working on is the ability to check what the conversation is saying about your brand. For a fee you can enter your brand in the system after which you receive a detailed analysis of the health of your brand in the social community. Interesting times.

It’s still a long way to the semantic web, or Web 3.0. However, I firmly believe that these kind of innovations certainly pave the way towards this future web.

Audio Indexing from Google Labs

They say great inventions are invented simultaneously around the world. So I was writing yesterday about a cool feature in Adobe’s Creative Suite 4 where video is transcribed and searchable, today I learned that Google has launched it’s Gaudi (Google Audio Indexing) in their Google Labs. 

Although still in it’s infancy the application looks promising. I can’t wait to lay my hands on the API.

DigiRedo does Apple Expo

Once upon a time, it was exciting to go to the Apple Expo in Paris. Being one of the few (read: only) large exhibitions on Mac you felt for a few days immersed in the wealth of Mac stuff, stuff that actually works on your rather obscure computer. And, as a major highlight of your trip you could see Steve. In his causal jeans and turtleneck Steve radiated his Reality Distortion Field upon us, mere mortals, in his keynote. Being there among the hardcore of the Mac geek culture felt a kind of strange. But good strange in a way.

Of course, we’re talking 7 years ago or so. Seven long years in which a lot has changed, including the market share of the Mac and the Apple Expo in Paris. Gone are the keynotes, and gone is even Apple! Fortunately I went to Paris to participate in an Innovation Workshop so that at least my trip was worthwile. The Expo itself was pretty much worthless.

First of all I subscribed to a few lectures (Internet TV, iPhone applications…). Although the website was in English, the lectures were not. And since my knowledge of the French language is stuck at high school level it was a hard time. I went to one session and left the rest to the French Mac geeks.

The expo floor was covered with accessoiries for the iPhone/iPod. I know it’s a multi-billion industry by now, and that becomes pretty obvious on such events. You might think that fierce competition increases the innovatitive power of vendors. Well, not the case for iPod/iPhone accessoiries (I don’t count ‘new color in a new plastic wrapping’ innovative).

The most amazing place however was the Microsoft stand, where Microsoft was promoting Vista (on a Mac, that is). Strange…

DigiRedo does IBC


Being a New Media company it sometimes doesn’t hurt to have a reality-check. Of course we know that traditionel media is wrong. And that New media, authenticity and communities are the way forward. However, the traditional media market is still a big market. A bloody big market.

Off we went to Amsterdam, to visit the annual International Broadcast Congress 2008 (IBC 2008). This congress is surely the biggest in its kind and it almost occupied the entire RAI (Amsterdam Convention Centre). Hundreds of exhibitors were showcasing their goods to an eager and media-hungry audience. The four hours we had available were ample enough to skim through the first floor, let alone the second, third, fourth, fifth… IBC Japanese tour it was. Seen it – been there, check, next one.

We could only stop at a few places and having so many exhibitors that surely was a pitty. Not all was equally interesting (e.g. the ‘new media’ hall was only an extension of other traditional media gear) but we did found some stuff we’re sure we’re going to keep an eye on, such as this handy device for levering your camera. Trust us, after four hours of shooting you wished you had such a thing.

After the IBC we went to the first Final Cut Pro User Group Supermeet, also in Amsterdam. In about four hours various presentations were given on all things Final Cut Pro. The most amazing presentation however was from Adobe, showcasing their next version of Creative Suite. One of the features is the automatic transcription of the spoken word in plain English, searchable text. A very interesting development for podcast producers and webvideo content creators.

All in all a useful afternoon, although next time we’ll spenda bit bit longer on the expo floor, and prepare a bit better.

New Media Expo 2008 Interview: Robin Maiden (Delta Airlines)

Robin Maiden is a busy man. He not only is a pilot at Delta Airlines, but also a New Media Strategist and a Podcast Consultant. Now, being a pilot is a lonesome profession, and many of those pilots are a bit ‘disconnected’ from head office. Can podcasting help? Robin thinks it does. He started his one man show by providing audio podcasts to thousands of Delta pilots around the world (and now also Northwest), dealing with internal subjects pilots can relate to.

Still, using such a new technology, people have to get used to it. “It’s hard for somebody from let’s say the print world to say that this is a technology which can affect cultural integration through this new tool”, Robin said. “We’re not there yet, but I’m gonna keep doing it and provide the tools and opportunities and keep explaining my bosses that this is an extra tool on their toolbelt”.

Robin gave an interesting presentation on the New Media Expo 2008 and we had to chance to interview him. 

New Media Expo 2008 Interview: Paulo Tosolini (Microsoft)

Paulo has a vision. Paulo wants to make everybody within Microsoft to start podcasting. For that, he thought, I need a platform. And so it started. Last year Academy Mobile was launched to the sales force and this year the platform, named the creative title: Podcast Kit for Sharepoint can be downloaded for free as an add-on to Sharepoint. “You can think of it as YouTube within your company”, Paulo said, “where anybody can upload content. It could be training, best practices. Essentially it’s giving a voice to the employees”.

That the platform is a success is quite clear: “After one year we had 2,500 podcasts in the system, whereas we had anticipated on 750”, he said.

See an enthousiastic Paulo in our interview, when we met him again at the New Media Expo in Las Vegas.


DigiRedo blogging in Marketingfacts

Marketingfacts, one of the biggest (if not the) marketing blogs in the Netherlands has welcomed us in their community of bloggers. From now on we will provide coverage on all things new media in their blog. With more than 300,000 pageviews per month, in 2005 announced winner of the MarketingSherpa’s Best Blog and in 2006 as best themeblog in the Dutch Bloggies we feel this is a great place to be.

Check out out first article about the New Media Expo here (in Dutch).

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