Supernova 2005 Workshop at the Wharton West Campus as part of the Supernova 2005 conference
This conference session is very interesting...the audience is in essence doing the most of the value add talking through the Q&A... this is exactly what Dave Winer did with BloggerCon or "unconference"...the future of all conferences will be "unconferences"
Johnathan Carson - BuzzMetrics and Pete Blackshaw - CMO Intelliseek Moderated by Susan Bratton
Consumer gernerated media - can manage what you can't measure. Software to gather consumer conversations from around the Internet. WOMM - Word of Mouth Marketing. Organization called WOMMA - Word of Mouth Marketing Association - org developed to put standards around the notion of word of mouth buzz and conversations. One consumer talking to another consumer. WOMM is about harnessing conversations in how consumers. Consumers trust WOM dramastically more than other media. 92% of consumers trust what someone else says in purchasing a product or service.
44% of online adults are content creators (approx 40m users)
It's about consumer generated media - consumer persuasion is very hot and where is a company's brand going... all about unmet consumers needs..alot of talking (some noice and some relevant) - it's about listening to it.
insight gathering: the consumer is my teacher, listen to unmet consumer needs, look for both continuity & discontinuity in the data
Influence matters. excellent leading indicators. social connectors rather than the middle of the bell curve
how do they figure out what's buzzing... harvesting technology tuned to specific types of data...once you have the data how do you work it..identify the key individuals is key.