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RockYou Adds Cross-Network Targeting to Ad Network

Posted: 03 Feb 2009 05:04 AM PST

RockYou may be well known for its photo-sharing apps that have become rather popular on social networks like Facebook. But this company, which grew in fame thanks to its use of the widget prior to the days of integrated applications on networks’ platforms, has also been growing its own network approach, specifically in terms of advertising.

Today RockYou is announcing two new options for its ad network, including cross-platform video distribution, application integration and improved targeting of application ads within a given social network.

The cross-platform video distribution option is designed to offer a central launch ground for a single video campaign, which can then be delivered automatically across a number of social media sites like MySpace, Facebook and YouTube. This comes in IAB standard ad units. This centralized approach is something that a number of different services pertaining to social media marketing have employed, and for for all of this distribution metrics are of extreme importance.

Hence the additional option for application integration. RockYou has really made a name for itself as a top application developer across multiple social network platforms, and has typically been one of the first companies to launch an application on a given network. So taking that experience and converting it into brand awareness as an engaging form of advertising is something that RockYou should be interested in. Buddy Media has taken a similar approach to using applications as forms of integrated ads themselves, for the distinct purpose of building brand recognition and gaining some semblance of market research.

In order for central distribution and application integration to be valid solutions for advertisers, however, targeting is a major contributor to any metrics garnered from this method. So it’s not at all surprising that RockYou’s current upgrade focuses on targeted ads along with its cross-platform video distribution. In automating a large portion of the video distribution, targeting the ads across each network involves more attention on RockYou’s part.

What’s notable about RockYou’s latest ad network options is the validation this may bring to the concept of using applications to target ads within a social network platform better than direct ads themselves. This has been a major contributing factor for the growth and success of many integrated ad networks and application developers, most of which offer a variety of roles and services within a single company in order to balance the needs of brands, platforms and end users. What still remains to be seen, however, is how the social networks themselves could build an economy around these actions that are already taking place within their platforms.

Beyond Bloggers: Commenters Rise in Influence

Posted: 02 Feb 2009 12:50 PM PST

OMMA Social – San Francisco – 2009

Commenters create 70% of the dialogue in the exploding universe of the blogosphere, and are playing an increasingly important role in the evolution of social media. Blogs are evolving beyond sources of information into dynamic locations for Internet discourse. Commenters create the conversational elements on blogs, helping shape both blogger content and readers' understanding. Major news sites have accepted this trend, and enable a commenter to reach a global audience by posting their comments after reporters' articles published online. Marketers see comments as the "low hanging fruit" of social media marketing, and are using social media “participation” software to monitor blogosphere comments and post their responses without actually visiting the sites themselves.

Commenters are Rising in Influence

Commenters give their communities of interest a united voice in social media. A commenter participates by commenting on blogs, sharing media with comments in feeds and setting up trackbacks. Commenters help create a fuller discourse outside of the bounds of a crafted post, highlighting information that is relevant, insightful and necessary. Positive, negative and neutral comments appended to content are now standard features of the consumer Internet. Hilarous commenter stereotypes have now emerged because commenting is so ingrained in the social web experience.

Commenting is Big Business

MediaPost’s OMMA Social 2009 focused on how large companies can understand and participate in the conversations that their consumers and customers are having in social media. Conference attendees learned about ways to influence the volume and tone of conversations about their brands in blogs. Social media is becoming an important aspect of search engine marketing. Blog posts and blog comments constitute a majority of Google results for many searches about companies and brands. Like a slowly turning battleship, the marketing industry is recognizing and responding to the rising influence of commenters.

Marketers Drinking from Fire Hose

Social media marketers are drinking from a fire hose, seeking actionable data within the millions of pieces of user generated content that find their way online every day. Commenter voices were clearly highlighted at OMMA Social as one of the most actionable elements in all social media conversations. Increasingly, companies are turning to specialized software and services from firms such as Visible Technologies and Converseon for help bringing commenters into their social media dialogue.

Commenters in the Crosshairs

Converseon has conversation mining down to a science, refined through years of experience monitoring online conversations about brands. Visible Technologies takes a very proactive stance towards commenters. Their software allows companies to track the commenters participating on influential blogs and then respond with comments of their own on blogs or within communities – using entirely automated tools that don't require marketers to visit the social web site!

With Commenter Power Comes Commenter Responsibility

We were amazed by how closely commenters are being measured and analyzed by social media marketers. An admonition for commenters: Keep in mind that when you write a comment, you may well pop up on the computer screens of major companies' marketers – complete with information about who you are, what you have said before and their options for how to “influence” you.

We at the SocialTimes would like to thank our commenters. You impact this blog and are appreciated by our community. We enjoy the online and private email conversations fostered by your comments.

Washington DC Twestival: Tweetup on Steroids.

Posted: 02 Feb 2009 11:10 AM PST

Everyone loves a good Tweetup. How about a Tweetup on steroids? That would be called a Twestival. And there will be one in Washington D.C. (among other cities across the world) to help raise funds and awareness for charity: water. Along with 100+ other cities, the Twestival will take place on February 12, 7:00 pm - 11:00 pm. For D.C. attendees, the benefit will take place at Local 16. Click here for more details.

What grew from the concept of a basic tweetup has turned into a global effort to raise funds for charity: water, a non-profit organization dedicated to delivering clean, safe drinking water to people in developing nations by funding sustainable solutions in areas of need. And turning to the power of microblogging and social networking on Twitter, the Twestival has already gained a good deal of momentum, with volunteers around the world helping to organize this massive event. The most interesting aspect of the Twestival is the fact that it’s so closely tied to Twitter the network, its own self-regulating “communities” of followers and followees that have congregated around linear interests, and the overall Twitter culture.

Twitter made a name for itself when people realized that it could be used for finding out where key people were going to be at various events, and the Twestival is merely an extension of Twitter’s power in this regard. Hopefully the Twestival will garner a good deal of support for charity: water, and I’m sure many more will be taking advantage of Twitter’s platform for similar benefits in the future.

A short blurb about the Twestival:

In September 2008, a group of Twitterers based in London UK decided to organise an event where the local Twitter community could socialize offline; meet the faces behind the avatars, enjoy some entertainment, have a few drinks and tie this in with a food drive and fund-raising effort for a local homeless charity.

The bulk of the event was organized in under two weeks, via Twitter and utilized the talents and financial support of the local Twittersphere to make this happen.