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Michelle_iMediaWorks

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iMediaWorks by Michelle Batten  

Featuring stories and commentary about brands on the road to digital. In it, my guests and I will be discussing trends, industry examples as well as practical resources to help marketers and other interested professionals take better advantage of the digital space. Beginning in Summer 2009, tune in for Part 1 of my new series, "Will They Stay or Will They Go?", which examines the social media habits of the Fortune 500 across eight social media channels.

Show Notes

Beginning in Summer 2009, I will be conducting a research study on the social media habits of the Fortune 500. The study examines the longevity, usage and activity level across 8 social media channels and industries. I will be sharing highlights of the research via a weekly blog / podcast series called “Will They Stay or Will They Go?” over the next 4 months. The first part of the series will focus on the social media channels covered in the study to understand what patterns by big brands are taking place within a particular channel platform as well as discuss potential application takeaways for marketers. The weekly 30-minute podcast show will be hosted here on BlogTalk Radio and feature myself and two guest experts discussing the trends in the selected channel. A recap of the episode will be featured on my blog, iMediaWorks Connect at http://www.iMediaWorksConnect.com

  • On Demand Episodes

    Original Air Date:

    Will They Stay or Will They Go Episode 5: Virtual Worlds: Build It, But Will They Come?

    Virtual worlds have captured the human imagination for decades in books, television, movies and other popular culture. With the rapid rise of Second Life in 2007, brands eagerly raced to create their virtual presence and become part of an emerging digital culture. Storefronts and corporate headquarters soon dotted the virtual landscape, but quickly became part of “virtual ghost towns” as the anticipated masses of consumer avatars failed to show up. But a few brands found success through unique community events, one-of-a-kind product demonstrations and sponsored contests. No longer a figment of futuristic science fiction, virtual worlds and massive multiplayer online games (MMOGs) have become reality today with over 40 3-d environments available for nearly every lifestyle and age demographic imaginable. According to KZERO, there are roughly 579 million registered accounts within virtual world and MMOG environments, with a large concentration in the under 18 demographic. What some scoffed at as “imaginary play” has become serious business transactions as consumers spend real world currency to buy and sell virtual real estate, acquire virtual furniture, vehicles, apparel and branded accessories. Guest Reuben Steiger, CEO and Founder of Millions of Us, and I will discuss our observations on brands and consumers have engaged one another within prominent virtual worlds and offer key lessons from those experiences that brand marketers can apply to their overall social footprint.

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  • Original Air Date:

    Will They Stay or Will They Go Episode 7: Mobile: The Next Digital Frontier

    It’s hard to imagine what life was like before mobile phones became part of everyday routines. Fast forward almost two decades, now more consumers are accessing the Internet from a mobile phone than from a computer and they desire most to use mobile phones as satellite navigation systems, real-time locators and ubiquitous access devices to their homes, transportation and other vital services. There is little doubt that mobile is poised to play a major role in the future of how we consume media. While more brands are starting to realize mobile’s true potential, there is still a large gap amongst many large organizations and small businesses in bringing their relationships with consumers to everyday life on these devices. Guest Steen Anderson, VP Account Director and Founder of 5th Finger, and I will discuss our observations on brand’s use of mobile campaigns and iPhone applications along with our predictions on the evolution of the social real-time web through this device and its influence on brands and consumer relationships.

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    Will They Stay or Will They Go Episode 6: Twitter: One Big Social Block Party

    Do you Twitter? Thanks to Oprah and Ashton Kutcher, brands and consumers alike have become familiar with the Twitter bird, Fail Whale and terms such as “tweet”, “re-tweet” and “DM”. Some brands adopted the Twitter channel early, while others have remained on the sidelines watching what is quickly becoming a virtual social block party rage on the net. But what are consumers really expecting from brands in the Twittersphere and are brands ready and able to deliver on those expectations? Guest Howard Greenstein, Principal of The Harbrooke Group, and I will discuss our observations on brand participation in the Twittersphere and practical approaches brand marketers can take to tap into this unique social platform to extend and grow their relationships with consumers.

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    Will They Stay or Will They Go Episode 4: YouTube: Everyone's Doing It So Why Not Me?

    Since its inception, YouTube has fascinated audiences and institutions alike. The power of instant and accessible videos covering mainstream as well as uniquely niche subjects have forever changed broadcast media as we knew it. Television has not died as many predicted, but the manner in which its content is consumed, distributed and absorbed may be indicative of how online video channels such as YouTube are directly influencing consumer expectations for branded communications whether an advertisement or financial updates from the C-suite. It seems almost everyone has a YouTube video or channel these days, but many brand marketers appear to still be shying away from using it as a centerpiece of their communications strategy. If YouTube and its online video cohorts become the new broadcast networks of the 21st century, what will it take for brand marketers to fully engage and help lead the way? Guest Dan Greenfield, Principal from Bernaise Source Media @bernaise and I will discuss our observations on the use of media sharing sites like YouTube by brands and share some practical tips on how marketers can approach their adoption and trial of this high-growth channel.

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  • Original Air Date:

    Will They Stay or Will They Go Episode 3: The Social Network Promised Land

    For many consumers and brands alike, Social Networks have become the new marketing and advertising Promised Land. One of the earliest social networks to gain fame, MySpace, attracted several well-known brands in the quest to connect with consumers in a completely new and unique way. However, early brand adopters of this new platform focused their usage via a mixture of investor relations, promotional messages and contests, which didn’t always lead to the promised community conversation. As Facebook and LinkedIn rose in prominence and MySpace growth declined, many brands made the shift by abandoning previous MySpace profiles and their “friends” in favor of shiny new Facebook Fan Pages and Groups. But what are the impacts of these moves? Are the relationships with consumers built in previous social networks being compromised and discarded or are they naturally evolving and growing through the medium? Guest Peter Fasano, Principal/Lead Catalyst from Mass+Logic @pfasano and I will discuss our observations on the evolution of brand-consumer relationships within prominent social networks and share some practical tips on how marketers can approach their adoption and trial of these evolving channels.

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  • Original Air Date:

    Will They Stay or Will They Go Episode 2: The Rise of the Blogosphere - Now What?

    The Blogosphere as we know it today began its rise to fame in the late nineties thanks to quirky online personal diaries by students and other early Internet pioneers. By 2004, blogs had become part of mainstream culture with thousands of personal to professional editorial commentaries across multitudes of interests – including insider tales from large brands. Some brands became breakthrough stars through their adoption and use of blogs, while others stumbled and fell hard with a thump heard clear across the blogosphere. My guest, Sherry Heyl of Concept Hub (@sherryheyl), and I will discuss our observations of brands that pioneered the blogosphere as well as those just starting to blog in what is fast becoming a mainstream social media world. We’ll also share some practical tips on how marketers should approach their engagement of today’s blogosphere.

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  • Original Air Date:

    Will They Stay or Will They Go? Episode 1: The Digital Gold Rush

    Back in the late nineties, brands and mom and pop shops alike heard the promises of e-commerce gold and raced to launch their websites with the coolest, flashiest pages imaginable. Now, nearly a decade later, the “digital gold rush” has begun again, this time in search of the social media promised land. From blogs, MySpace, Facebook and YouTube, to Second Life, iPhone apps and now Twitter – some brands are diving in, while others are watching from the sidelines and waiting for their golden opportunity. But have we learned anything from Web 1.0, or are we destined to repeat the same patterns all over again? Guest Diane Deseta, User Experience Strategist, from White Knight Studios @ddeseta and I will discuss our observations of the digital gold rush and share some practical tips on how marketers can approach their adoption and trial of the evolving social arena.

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