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Rich Reader
Chief Market Analyst , WOM-buzz (Owner)
http://richreader.blogspot.com/
San Francisco, California, United States
Business owner , Freelancer, Looking for work
Member since: July 02, 2008
Chief Market Analyst , WOM-buzz (Owner)
http://richreader.blogspot.com/
San Francisco, California, United States
Business owner , Freelancer, Looking for work
Member since: July 02, 2008
About Rich
Bio
Born and raised in the Washington, DC metro area. International management consultant, mergers/acquisitions/startups/operations/marketing specialist in data, broadcast, cable, satellite, and online communications for the past twenty years.
Avid photographer http://www.flickr... ,
oenophile, gourmand, environmentalist, camper, historian, art lover, and traveler. Fluent in Spanish.
http://www.linkedin.com/in/richreader
Freelancer
New & Social Media Maven, Collective Intelligence Operative, Online Video Producer/Editor, Community Strategist, Prediction Markets Analyst, Open Space Organizer/facilitator
| Freelance keyword | Social Media Eningeer |
Education
| 1973 - 1978 Boston University , MA , Economics |
Rich's connections (13)
| Bambi Francisco Roizen | CEO and Founder, Vator, Inc. |
| Meliza Solan | Producer, VatorNews |
| Cyril Brignone | Co-founder, Vator, Inc. |
| Kedric Van de Carr | VP Marketing and Business Development, Vator, Inc. |
| Roland Vogl | Co-founder, Vator, Inc. |
| scott broomfield | ceo / founder, veeple |
| Ezra Roizen | General Manager, STRATEGYfx, LLC |
| Josh Chandler | |
| Roger Mills | Partner, www.TheWineryChannel.tv |
| Larry Kless | President and Founder, Online Video Publishing [dot] com |
View all »
Market-Media-Internet-Website Analytics /
Listening and Engagement Research /
Social Media Strategy /
Videography /
Online Production /
Content Management Branded Edutainment Partnerships/
User Experience /
Traffic Engineering /
SEO /
Ad Networking / Continuous Process Improvement /
Business Analysis and Planning /
it project management
| Job keyword | Web 2.x Manager |
Rich's comments (16)
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Hi Chris,
Thanks for the stimulating view on how to advance the application of social media in the enterprise. As you probably know, many professionals in the hybrid social-traditional media milieu are talking about “App-vertising”, a term that refers to how applications relate to customers and potential customers by providing them with a channel for self-expression, an opportunity to take action toward a cause that they care about, or provide them with a moment of entertainment while building the bridge of authority, trust, engagement, and attention that the enterprise cannot obtain solely through traditional media. That sounds abstract, so let me cite some cases:
Speaking before OMMA Social SF earlier this year, Mike Lazerow (CEO of Buddy Media) set the stage. My summary for “The New Ad Unit” is here:
http://vator.tv/n...
Also at OMMA Social SF, Angela Courtin (SVP of Marketing, Entertainment, and Content at MySpace) spoke about “What users care about in social media” http://vator.tv/n... and how major brands capitalize upon that knowledge in their integrated marketing programs
Quite a few of your recommendations came up last night at the Social Media Club of San Francisco/Silicon Valley, with a variety of caveats. Many people ask how an enterprise sets objectives or expectations for social media programs within the context of an integrated marketing strategy, while others feel that these two processes frequently take place in separate opaque silos. I'd like to say that they meant it in a good way, but that would make me less than honest.
Social media practitioners who have built enduring partnerships with traditional media planners and agencies accept that they look like “odd couples” to the enterprise-at-large, but know that they’re pooling skills which can’t easily and effectively be performed solely by one type of media organization. They have to work hard to reconcile the financial and operating structure collisions between programs and campaigns. It’s one thing to hit a metric for a rollout in 90 days and another to trash customer relationships when the services implemented in a campaign have the plug pulled.
Is your organization already listening to customers and potentials in the blogosphere on an ongoing basis? It’s a monumental task to make sense of the input. How much do you trust and respect the authority of the process for aggregation, classification, distilling, and scoring? How do you act upon the shifts in sentiment from a stream of hundreds or thousands of posts in a day?
Before you bring all the stakeholders together, know how you’re going to sell the integrated campaign and ongoing-program benefits at a higher net value than running campaigns and programs separately.
At the end of the day, you have to sell the enterprise on a great deal more than spending some money on social media. If there is to be any lasting benefit, social media facilitates overdue organizational transformation. Thus, many of the stakeholders are liable to fear the changes that are being thrust upon them, rather than embrace the necessity of change. Instead of taking my word for it, watch what Rob Key (CEO of Converseon) says about social media and fostering change “Start afresh to enable social media programs” http://vator.tv/n...
If you will be in the Palo Alto area late this afternoon, you might want to sign-up for a panel discussion at SAP on the “Enabling Organizational Transformation Through Social Media” with Ken Kaplan from Intel and SAP’s own Donald Bulmer. The Society for New Communication Research, in partnership with the Social Media in Marketing and Advertising monthly meetup have organized the event:
http://publicrela...
I’ll be there.
Thanks for listening and watching.
Kind regards,
Rich
on 10 tips to get started in app marketing (March 25, 2009)
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I concur with Ammar Hanafi.
The money needed to develop and role out services is much scarcer in 2009 than it has been for quite a few years. For example, business models that depend upon interactive video, such as flash overlays for "Buy Nows" or the Intel-Yahoo WidgetTV framework, won't be able to launch such transactional services at full steam until early 2010 at the earliest. Large-device equipment makers will not innovate this year, while service providers/gateways will be slow to development and deploy on the cutting edge, according to Lance Koenders (TA at Intel Digital Home Group), who spoke to the outlook of new ventures in a discussion panel "The Marriage of TV and the Internet" at the Cinequest Film Festival. A similar timeframe estimate came from Reed Hastings in his keynote to NewTeeVee Live in November 2008, where the VC panel on investment outlook underscored this air of caution. You know it's going to be a weak year when everyone tells you to wait for the next CES.
The bigger question is how the smaller businesses will innovate with those services and hardware which are already available, without making too large an investment in technology and methods that will be superseded by mid-year 2010.
on NCAA iPhone app; MySpace cuts? M&A recovery (March 22, 2009)
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You're quite right that there's nothing like a real newspaper.
However, economic Darwinism is rescuing the environment. I advised the CFO at the Chronicle, Leo Hindery, Jr. in 1985 that over the next 20 years they would have to move away from paper and their so-called Joint Operating Agency (the real villain in this tragic affair) with the Examiner to stay in business. Leo got hip and into cable TV, and took me with him. The rest of the ownership group was too hung up on tradition and the status that owning a paper-based company lent to their news organization and social milieu. Fast forward 24 years (to the present) and a new ownership family …Unfortunately for the SF Chronicle, its’ egomaniacal and brain dead executive offices has chosen to enlist the power of new presses to improve the look and feel of the newsprint, thus spelling out the certain doom of what might have remained as a good news organization and service enterprise in the internet. However, loaded with the continuing operating expense and resource waste in pumping out billions of tons of newsprint delivered over millions of miles on diesel smoking trucks, all hope is lost. It's not rocket science, just good common sense.
on What Am I Missy? Episode 10 (February 28, 2009)
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The market doesn't want a better looking pile of newsprint, it wants better news collection, analysis, reporting, presentation, marketing, and distribution.
Remaining in business demands a product or service produced at sustainable margins. New presses and higher fees for home delivery are a large part of the problem, not the solution. As a case in point, look at how the challenge has been taken on by The Christian Science Monitor, who has converted to 100% online because print costs more to operate than it contributes.
It's terrible to have to downsize a company, but it's much worse to lose the whole thing.
on San Francisco Chronicle coming to an end? (February 25, 2009)
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fascinating that Antica Terra has so many distinct terroirs.
on What wine should I drink? (January 30, 2009)
