Interactive Electronic Group Research: Making Money Web

I'm exploring the site now. First impressions:

1. Promoted Tweets: "When you promote a Tweet, only the most relevant users see it—put simply, that's users that follow similar accounts to yours." OK - so Twitter has some kind of (proprietary) segmenting algorithm. Does that mean "If I'm promoting tweets about RC Cola, users following Coke and Pepsi will see it, but someone who isn't following either of them won't?" What about someone who's following a celebrity that Coke or Pepsi sponsors? I guess if I were a brand, I'd want something a little more specific than that. On Facebook, I can say, "Only 18-35 year old males who are fans of any NBA team will see ads for my basketball shoes." What's the equivalent on Twitter?

2. Promoted Trends: Yeah, Carri's right about this one *and* there's another hitch. The way this has been described, a trend has to *already* be a Trending Topic before you can promote it. That means the brand has to sit at a console, watching Twitter, or have a script watching the world-wide, local and regional trending topics. When a new trend is "born", the brand has to decide if it's relevant, compose a tweet, then hit the "Promote" button.

I've seen Promoted Trends, so they must either have had a strong clue that it was going to make it into the Trending Topics ahead of time, like a sports event or TV show, or they were camped out on a console. I know the W+K people had a whole control center for the Old Spice campaign, complete with home-brew analytics, creative and legal teams working in real time, and so on. In any event, this seems to me to be a big-brand tool only, in conjunction with mass media and real-time campaign management and lots of data integration.

There are a few other issues with Promoted Trends. Every user can choose to see "World Wide" Trending Topics, or trends from certain cities or regions. If you're promoting a Boston restaurant, I'd think you'd only want to show the Promoted button to people who were viewing Boston trending topics. Another issue is spammers. When the list of trending topics updates, there are spambots that latch on to multiple topics - if I viewed "Boston Celtics" during a basketball game, sure, I'd see a Promoted Tweet for the restaurant at the top, but right after than I'd see a bunch of garbage. Twitter needs to filter the spam out of Trending Topics before Promoted Trends will be effective. I think it's an easy piece of code to write - just ignore any tweet that matches more than one trending topic.

3. Promoted Accounts: As far as I'm concerned, I don't know that I'd buy a promoted account if Twitter was filtering who saw it. I don't think Twitter's "Who To Follow" algorithms are that good yet. For example, I followed a math teacher in the UK recently who tweeted something interesting. For *days* after that, Twitter's Who To Follow list was mostly math teachers in the UK! Either they all follow each other or Twitter is looking at the profiles. If I bought a Promoted Account I'd want to either know how many people would see it and how they were selected, or I'd just want everyone to see it. And If I only pay per follower and not per view, I think I'd insist on knowing how they were segmented - I wouldn't want to have to spend my own resources qualifying followers.

4. Analytics: I'm really glad Twitter is providing those only for advertisers, because they're going to be tweaking the algorithms for months, and that costs money. Again, though, you really need to be a big brand before you can dedicate a real-time Twitter team to a campaign.

Bottom line: even with all the issues, I think it's going to be successful for campaigns like the Old Spice campaign, major league sports, mass market movies and television shows. It's working for Conan O' Brian, it worked for Old Spice, it probably worked for Best Buy and some of the movies that used it.

But for smaller businesses, with, say, a single person at a dashboard for a local business in one of the cities where Twitter captures Trending Topics, it's going to be a bit like day trading. Eventually, you'll learn how to do it, how to follow trends, promote them, compose a tweet stream that "resonates", etc., but there won't be much "science" in it. Spammers will figure out how to game it and "black hat Twitter resonance optimizers" will appear on the scene as if by magic.

Day two of Europe’s largest tech conference, Loic Le Meur’s Le Web 10 kicks off today in a couple minutes. Le Web brings in over 3,000 attendees from 26 countries worldwide and today’s talks include such notables as Zynga’s David Ko, Automattic’s Matt Mullenweg and Toni Schneider and 500 Startup’s Dave McClure. The event will be live streamed in its entirety courtesy of Ustream and you can watch the video above and here.

DAY 2 – DEC 9, 2010 – Pullman PLENARY ROOM

08h00 – Welcome Buffet Breakfast

09h00 – Welcome Back

Geraldine & Loïc Le Meur, LeWeb Founders

09h05

“Wisdom of Crowds”

Yossi Vardi, Investor & Entrepreneur

Money Talks

09h25 – Money Roundtable

Moderated by: Travis Kalanick, Entrepreneur & Angel Investor

Philippe Botteri, Vice President, Bessemer Venture Partners

Jeff Clavier, Founder & Managing Partner, SoftTech VC

Bernard Liautaud, Partner, Balderton Capital

Barry E. Silbert, CEO & Founder, SecondMarket, Inc.

09h55 – Thomas H. Glocer, CEO, Thomson Reuters

Q&A with Jeff Clavier, Founder & Managing Partner, SoftTech VC

10h25 – Alexander Tamas, Partner, DST International

Q&A with Loic Le Meur, Founder, LeWeb

10h45 – From a Simple Idea to a Global Success

Phil Libin, CEO, Evernote

Q&A with Loic Le Meur, Founder, LeWeb

Browsing the Platforms

11h00 – Matt Mullenweg, Founder and Toni Schneider, CEO, Automattic

Q&A with Alexia Tsotsis, Writer, TechCrunch

11h20 – Mitchell Baker, Chairperson, Mozilla Foundation

Q&A with Robert Scoble, American Blogger, Tech Evangelist & Author

11h50 – Keynote

David Ko, SVP of Mobile, Zynga

Q&A with MG Siegler, Writer, TechCrunch

Making a Difference…..

12h10 – Shai Agassi, Founder & CEO, Better Place

12h30 – Jack D. Hidary, Chairman, SmartTransportation.org

12h50 – Mel Young, Co-Founder, Homeless World Cup

13h10 – 14h30 – LUNCH BREAK

Tech & Innovation

14h30 – Thought Controlled Computing

Ariel Garten, CEO, Interaxon

14h50 – Salim Ismail, Executive Director, Singularity University

15h05 – Henri Seydoux, Founder & CEO, Parrot

Q&A with Loic Le Meur, Founder, LeWeb

Start-Up Competition Finals

15h25 – Introduction

David Hornik, General Partner, August Capital

15h30 – Start-Up Competition Finals

Hosted by Michael Arrington and David Hornik

3 companies, 9 minutes total each (5’demo & 4’ Q&A)

Featuring Panel of Judges:

Jean-David Blanc, Entrepreneur/Business Angel (Founder of AlloCine)

Brent Hoberman, Founder & Executive Chairman, mydeco

Xavier Niel, Deputy Chairman of the Board of Directors & Chief Strategy Officer, Iliad

Jacques-Antoine Granjon, Founder & CEO, Ventes-Privee

Pierre Kosciusko-Morizet, Founder & CEO, PriceMinister

16h20 – Panel How to get acquired?

Moderated by: Loic Le Meur, Founder, LeWeb

Anil Hansjee, Head of Corporate Development, Google EMEA

Pierre Kosciusko-Morizet, Founder & CEO, PriceMinister

Fritz Lanman, Senior Director, Corporate Strategy, Microsoft Corporation

16h50 – Startup Competition Awards Ceremony

17h05 – Ustream Contest Announcement powered by BuddyMedia

John Ham, Founder, Ustream

Erinn Marzo, Vice President, Strategic Brand Partnerships, Buddy Media

17h15 – Keynote

Dave McClure, Startup Investor & Troublemaker

17h30 – Keynote

Social Media And Big Business: Trends for 2011

A forward looking view by industry analyst Jeremiah Owyang, partner at Altimeter Group based off recent research on how large global brands are organizing, and spending on social media.

Jeremiah Owyang, Industry Analyst and Partner, Altimeter Group

17h45 – Keynote

Howard Lindzon, Co-founder & CEO, Stocktwits.com and Founder, Social Leverage

18h00-18h05

“The Network: reaching the parts other network providers have been unable to reach”

Gary Shainberg, Vice President, Global Technology & Innovation Support, BT Plc.

18h05 – Gary Vaynerchuk, Host, Wine Library TV, Author, CrushIT,

Q&A with the LeWeb participants and Loic Le Meur, Founder, LeWeb

18h35 – Closing Remarks, Geraldine & Loic Le Meur, LeWeb Founders

bench craft company scam

Sunday, December 19, 2010

Making Money Web

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