I was reading from Kenneth Gronbach’s The Age Curve: How to Profit from the Coming Demographic Storm, a work in which he argues that changes in marketing and business today are based on the size of the generations we are selling to.

Based on his analysis, only the Baby Boomers and Gen Yers are attractive groups. Why? They’re huge. They represent the greatest opportunity, and they are, in their own ways, significant consuming forces. Gen Xers, he says, lack the critical mass to command marketers’ attention and dictate what will sell and not sell.

This is fascinating stuff. But what I actually found most interesting was a comment that isn’t central to the book’s thesis, though certainly is related. And that comment has to do with the place of each generation in our wired world.

The Baby Boomers, says Gronbach, are immigrants to the Web and all things digital. Generations X and Y are natives. Isn’t that a great way of explaining it?

Why is this important? Well, recognizing the importance of the Baby Boomers, one might leap to the conclusion that traditional marketing methods will remain an important part of the mix. After all, it’s the Gen Xers and Gen Yers who are into all this social media Web stuff, right? They grew up with it. They’re the naturals.

Wrong. Very wrong. The immigrants are hungry for what the natives perhaps take for granted. If you look at data over at Steve Rubel’s Micro Persuasion blog, you’ll see that Baby Boomers are gobbling up social media at a much faster pace than Gen Yers. See Social Networking Demographics: Boomers Jump In, Gen Y Plateaus.

Perhaps it’s because, as Gronbach says, the Baby Boomers are into anything that will make their lives easier and save them time.

Enter the wonderful Web world.

It’s almost as if the social media Web was created for Baby Boomers from the get-go. So, yes, the Baby Boomers may be immigrants, but they have quickly adapted and evolved.

And hence, how brands/organizations market to them must evolve as well. As Rubel says, there’s a misperception out there that only Generations X and Y are Web savvy and wired. This simply isn’t true. Baby Boomers are plugged in and engaged, and they’re ripe for marketing via the Web.

To win in the future, brands must have comprehensive online engagement plans or risk irrelevancy and extinction. Brands that delay much longer will face the consequences: natives won’t know them, and immigrants will forget about them.

This is an interview by @steverubel of Dennis Crowley (Foursquare). It’s about three months old but still a useful overview of Foursquare.

Andy Warhol, Calvin Klein, Brooke Shields, and Steve Rubel, 1981

Calvin Klein begins his fashion marketing revolution with which he would build his empire on. The defender of American minimalism, Klein presciently understood the power of sexual tension and a violated innocence – reoccurring themes that would become a hallmark for his future campaigns.

And that includes me. No, I do not have a Google Wave invitation yet. I have put in my application, pleaded with my friends, and even considered eBay (no, not really on that last one). I can’t give you the hands-on review from the legal mindset that you all are looking for. Not yet, anyway.

What I can do is provide you with some context if you are like me and have heard all about it, have gotten all excited to try it, but wonder what the heck it is and why should you even care.

Because I haven’t done the hands-on, I can only provide you with the  information I have culled from others among the scores and scads of on-line articles about it. Google, Apple, Twitter, Facebook and Microsoft need only hiccup to cause a social media riot. Wave is no exception, and maybe is even more tantalizing in that it has been the subject of the months of hypeof tsunami proportion leading up to the limited edition 100,000 or so special, closed pre-beta invites that started trickling out last Thursday.

From Anthony Ha - Digital Beat

What IS it? At the core, Google Wave is a tool for online collaboration via real-time communication. According to the official Google word, the “communication” can be viewed as both a “wave” of conversation or a document. The participants in the wave or collaboration can utilize all sorts of media in the course of the conversation, offering rich, real-time sharing opportunity. Check out this screenshot of a wave here:

As you can see, waves look like threaded conversations, rather than the more traditional “back-and-forth” email model. Waves can constantly “crash” into your inbox, particularly if your box is open to all. Like a surfer confronted with too many possible rips, Google Wave certainly bears the potential to overwhelm the typical end user.

Another aspect that makes waves somewhat unique in the sharing world is their easy modification by participants, their ability to be played back at any time so that a new participant may be brought up to speed, and their fast transmission of information – you can see the other wave participants responses as they type them! The collaboration is real-time as well, due to some fancy “concurrency control technology” tools. Natural language features provide context and spelling correction. And, waves are embeddable, offering the ability to place the conversation and collaboration anywhere. Waves are amenable to the use of widgets for customizing and broadening the experience.

Without a doubt, Google Wave sounds like a might powerful tool, particularly in the enterprise arena. Imagine access to such a facile and speedy set of tools across departments or units – not only can the process be shared (like a wiki) but participants can get involved and see others’ involvement in the process right here and right now.

Sounds great, right? Well, not everyone is buying the hype. Carmi Levy at BetaNews has announced that he is sitting out the first “wave” of Wavers . Levi believes that Wave won’t be as big as Gmail, in large part due to the fact that “collaboration isn’t the holy grail of productivity.” Levi also thinks that most collaborators are not yet ready for the rocket-powered Wave: even the relatively simpler Google Docs has not broken among Levi’s peers and the emailing of Microsoft attachments remains the most popular method of securing feedback and a team result.

Then there is the question of security – while a Waver must have permission to participate, allowing anyone to edit source data tends to offend every traditional data security principle.

Robert Scoble also exhibits skepticism regarding the value of Wave as a true productivity tool. Scoble suggests that Wave represents multiple layers of unproductive tools: email, topped with chat, topped with social media, topped with features that lack an intuitive interface, et cetera. Scoble also criticizes Wave for its lack of integration with Google Docs and Spreadsheets and its tortoise-like pace. Hit the jump above for his fleshed-out discourse as to why he is not ravin’ ’bout the Wave.

Steven Hodson at the Inquisitr seems similarly unimpressed, mostly due to the difficulty he experienced ramping up with Google Wave and getting even rudimentary controls under control. He is holding his conclusions in check until he can spend more time with the tool and, hopefully, “get” the hype.

Steve Rubel opines that Google Wave, as it currently stands, is not a Twitter, Facebook or even email killer, in large part due to its complexity. Rubel believes it solves a problem that doesn’t exist, but is hopeful that Google Wave 2.0 addresses the concern and delivers on the promise.

Louis Gray’s take is not as critical, as he offers his personal experience with Google Wave here. He crafts a nice overview of the user experience, for those craving their own near-hands-on. But even he suggests that Google Wave will prove most useful for collaboration among small teams. And, reading between his lines, Gray appears to lament the fact that Google Wave is simply another place to check for conversations and information exchange, further burdening an already overburdened on-line network of email and social media outposts. It seems Wave may not be the ideal source for “crowd” conversations among large groups.

So, does my post sound a bit like the fox who couldn’t reach the proverbial grapes, proclaiming them to be sour as he quits the quest? Maybe so. But I am still hot to try Google Wave and allow my own first-hand experience to be my guide. I am guarded, however, after reading the somewhat critical reviews from some of tech’s elite. If these guys are having issues with Google Wave, how will the average tech-averse lawyer or business person manage its might? In any event, if a reader has an extra invite to pass along, I wouldn’t turn it down and might even be your best friend.

Maybe you are one of the lucky few already enjoying Wave and currently making up your own mind about its utility or lack thereof. I have something for you too: a cheatsheet for Wave searching from Google itself.

Check out the lengthy Google developers preview video that follows. Or hit the simplistic video further below, linked in Scoble’s post.

Found at http://www.steverubel.com/google-wave-rss-the-sequel-in-other-words-doa?c=1\

Read more at http://www.steverubel.com/google-wave-rss-the-sequel-in-other-words-doa?c=1

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• Edelman’s Steve Rubel Switches from Blog to Lifestream (pbs.org)
• Geeks Try Google Wave, Have Mixed Feelings (readwriteweb.com)
• 3 Ways to Avoid Drowing in Information (outsidethebeltway.com)
• Sidewiki: some journalistic questions for Google (blogs.journalism.co.uk)
• Social media’s success formula (telegraph.co.uk)
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This week we mention a Google real-time search utility from Steve Rubel and Google Fast Flip. In media, we chat about this week’s editions of The Office and Community. Mike and Reece also dive into Heroes and Lost. In apps we talk about Mac image editor Pixelmator.  We had some minor audio issues but they should be taken care of next time.

Listen Now – 1:02:33

Subscribe Via iTunes

Relevant Links

Steve Rubel’s real-time search bookmarklet.

Google Fast Flip

Pixelmator for Mac

Pixelmator Tutorials

Related articles by Zemanta

• Blogging Still Rules the Social Media Roost (markevanstech.com)
• 11 Reasons Why Blogs Still Matter (markevanstech.com)
• Edelman’s Steve Rubel Switches from Blog to Lifestream (pbs.org)
• 3 Ways to Avoid Drowing in Information (outsidethebeltway.com)
• Zemanta as part of Lifestreaming workflow (zemanta.com)
• Online connections and what works for you then? (doncrowley.blogspot.com)

One of the most popular items on this blog is an old post about Internet statistics as related to online advertising. However, I am sure people are looking for more up to date stats than from January 2008 so I present Google’s curated collection of Internet statistics.

You can choose from the following categories and sub-categories:

• Macro Economic Trends
  • Rest of the World
  • UK
• Technology
  • Broadband
  • Devices
  • Mobile
  • Speed
• Consumer Trends
  • Community
  • Entertainment
  • Information
  • eCommerce
• Media Consumption
  • Changes in Media Usage
  • Demographic Usage
  • Media Consumption Stats
  • Media Multi-tasking
  • Personalised Media Experiences
• Media Landscape
  • All Media
  • Online

While the site is hosted off of the Google.co.uk (another triumph for Britain vs. the rest of the world!) there are global statistics and research. I particularly like the “random statistic” button, which retains Google’s sense of playfulness in a sea of data.

For instance, did you know that:

YouTube Ad Impressions multiply the impact of TV- lifting recall and attribution up to 15% higher than TV alone. Motorola (with Mindshare) and GM, partnered with YouTube, December 2008

Clearly Google owns YouTube and Mindshare is a media buying agency (who we work with on integrated accounts here at Veritas/com.motion) so there is a…small conflict of interests but it is pretty interesting none-the-less. I also found this factoid fascinating:

People aged 12-24 (in the UK presumably) are notching up 23 cumulative hours a day, engaged in up to five activities simultaneously. NMA, April 2009

I would love to see Google link to the primary research so us users could do a bit of a deeper dive and analysis of the data before accepting the conclusions on face value but it is still interesting stuff to use, especially when planning a campaign or convincing a client that online and/or social media represents the best bang for their buck. Check it out and bookmark it yourself.

Hat tip for this little tool goes to Steve Rubel.

PS my curiousity always loves seeing the popular tags on delicious used to bookmark pages. Tags used for the Google Internet Statistics library are (so far): statistics google data trends research demographics planning future

Steve Rubel blogs about the power of pull marketing (The Power of Pull), especially in light of the way social media and the internet is changing consumer behaviours today. Essentially, Steve makes the case for stronger pull marketing, compared to the traditional strategies of push marketing… and gives three ideas on how to achieve that:

1. Create Resources That Inform The Conversation
   Participate in the conversation that is happening around your brand by contributing meaningfully to the dialogue. To me, that is about being willing to openly and freely share great ideas and content that propel the conversation and understanding forward. It brings to mind things like Hugh Mcleod’s (of GapingVoid fame) idea of social objects.
2. Adopt Rather Than Invent
   To me, this sounds a lot like “joining the conversation”. It’s liberating to realise that you don’t always have to create something from scratch to “pull” people your way. Instead, what can be done more easily is to participate in something that is already happening. “Adopt” a conversation and add meaningfully, instead of spending inordinate amounts of time building something from scratch and convincing people to join it.
3. Write For Searchers, Not Just Readers
   I thought this was one of the most helpful tips: “Most of us still write for readers. But in the pull economy, we need to also write for searchers. One way to think of it is that Googlers are looking for “how to get rid of roaches,” not necessarily for “bug spray.” We can suggest using Google Trends and Twitter Trends to learn how people express themselves, and map language accordingly.”

I don’t work for Richard Edelman any longer. I left in 2006 to start my own firm.  I do still look up to Richard for a lot of things.  One of the things I most admire about him, is his genuine enthusiasm for what he does. He was raised in the company founded by his father. He probably could have phoned it in and still done very well.  What is the point of this suck up sounding post?  Edelman moved into new offices this week in Lower Manhattan and Steve Rubel posted a video of Richard being excited about the new office.  That’s what I wanted to show. Someone who has worked for a company for 35 years, and genuinely loves coming in to work every day. That’s how you win.

I just watched this video by Steve Rubel, explaining how he uses Google Reader as a personal database:

I looked at it and thought “wait a minute.” RSS isn’t the database here. Google is. RSS is just an input to the database, potentially one of many inputs, and that opens up a whole lot of more interesting future directions for Google to provide me with an awesome search tool. Let me explain: through Reader’s “Share”, “Like”, “Send to” and “Star” functions, Google has the ability to find out what kind of stuff I pay attention to. It already uses that to an extent, recommending more feeds for me to read and so forth. But it doesn’t use this data to its full potential. What I’d really love to see (my ultimate search pipe dream, actually) is a search where I can type what I’m looking for, and results come back from all the places where I’ve bookmarked, liked, commented, shared, blogged, tweeted, etc. Why? Because that’s the stuff I’m definitely interested in. Half the time when I’m using Google, it’s to find something I’ve seen before, so that I can send a link to somebody else. Only I haven’t had the foresight to bookmark it, and it’s long since been lost from my browser history (if I’m even using the same browser that I originally read it with). I don’t think it would be too hard for Google to prioritise the results that I generated or contributed to myself.

Don’t get me wrong: I don’t want this kind of search to replace what Google does already. Google is a truly wonderful tool for finding new stuff, and it would be stupid to try and transform it. I have no idea how the UI for adding this kind of search would work. That would have to be figured out by better minds than mine. My only suggestion is an additional operator you could use in the search box (so discoverability = 0), for example I could search for “kittens author:me”. Of course, once we start thinking about an “author” operator, you get a whole lot more potential, e.g. ‘author:”jeff atwood”‘ as a substitute for “site:codinghorror.com”.

Now no idea is perfect, and here’s the problem with this one: privacy. There is a bit of an Orwellian bent to Google knowing not only everything I write, but that it was definitely me that wrote it. The guys over at autonomo.us would no doubt prefer a tool that I can run on my own server, which goes and indexes all the stuff I tell it to find, so that I own the index. And that option sounds attractive. It’s just that letting Google do it would be so much easier. Perhaps this will motivate somebody to do it. I’m too lazy (for now).

There might also be some issues of semantics. For example, Google would have no trouble finding my YouTube comments, because it owns YouTube and can presumably access the YouTube database with a bit more freedom than the rest of us (if it wants to). But what about, say, my Flickr comments, embedded as they are on a page owned by Yahoo!, and not easily separated from that page?

But figuring that stuff out is what makes Google so clever.

Os consumidores usam as mídias sociais para pedir que seus problemas sejam resolvidos. Isso quer dizer que, se não interagirem com eles por esses canais, as empresas podem perder clientes, alerta Steve Rubel, vice-presidente da Edelman Digital e palestrante do Digital Age 2.0.

Segundo ele, que conversou com a plateia por meio de videoconferência, a interação ágil com o cliente é uma das cinco tendências para o mercado digital. “As pessoas estão usando as ferramentas digitais porque querem ser ouvidas. Temos uma geração inteira de consumidores que não usarão um serviço ‘0800′ para relatar seu problema”, diz Rubel. Por isso, para garantir o sucesso, é preciso se preparar para ações rápidas na rede. O executivo cita o perfil do provedor norte-americano Comcast, no serviço de microblog Twitter, como eficiente na busca por interatividade – por esse canal, os clientes são atendidos individualmente.

Em meio às tendências também está a reinvenção das mídias no meio digital. O grande número de jornais impressos fechado nos Estados Unidos, segundo Rubel, mostra que “a mudança influenciará tudo que é feito na área de publicidade”.

A terceira tendência apresentada é resumida pela frase “menos é o novo mais”. Rubel quer dizer, com isso, que “as pessoas estão se tornando mais seletivas quanto às informações que acessam e se aprofundam apenas em temas de seu interesse”.

A solução para veículos de comunicação e campanhas de marketing é ser relevante. “Como são usados mais critérios para escolher o que acessar, as empresas devem engajar a comunidade, oferecendo aplicativos ou games, por exemplo”, diz.

Em termos corporativos, Rubel afirma que as empresas devem cultivar o relacionamento com seus funcionários, que devem ser “estrelas” e ter seu espaço – em comunidades online, blogs e afins – para si próprias e para se conectarem com os clientes, que naturalmente se tornam mais seguros com o jogo aberto. Essa estratégia é uma tendência digital porque o executivo acredita que “nós precisamos ouvir de quatro a cinco pessoas para acreditarmos em uma informação”.

A quinta tendência é ter o poder de trazer o público até o produto. “É importante criar um conteúdo que possa ser encontrado”, resume Rubel. O especialista defende que o texto deve ser escrito também para os buscadores, e não só para os leitores.

Via idgnow

By: Jimmy Six Bellies

The social Web took another giant leap forward last week with Facebook’s launch of their real-time search tool.

For PR/Marketing peeps, this is big news as the site now provides another conversation and content tracking tool on the world’s largest social network. Status updates, photos, links, notes, videos and pages which you’re a fan of are now searchable up to 30 days prior. The search tool will certainly improve with Facebook’s purchase of Friendfeed and I echo Steve Rubel’s thoughts about the overwhelming potential brewing here (keep an eye out as I would anticipate that Facebook will soon be making their public content sharing tool available to everyone).

Sally Falkow also recently touched on the topic of social search, harping the importance of relevancy within social media and it’s overall impact on search results. Google is amazing and they’re only going to get better. No longer can a company rely on tricking out keywords to impact search results. As Sally notes, “It’s about the relationship, not the technology.” That degree of relevancy and focus on human behaviors and user intent is only going to continue to shine through.

As an example, I want to point out a tidbit of work-related research that some colleagues from CA conducted. Long story short, they created a “Donors Are Sexy” campaign in an attempt to see if they could use particular keywords and “sexy” marketing to try and motivate people to register as organ donors. One of their videos has generated over 32k views, but overall results have shown a lack of registration action prompted by the campaign. In addition, searches around mainstay issue keywords such as “organ donor” and “organ donation” show the videos buried in the results. Why? Relevancy.

From a PR/Marketing perspective, it’s going to continue to be key to develop and craft authentic messages that effectively connect with our target audience and are as relevant as possible to their interests. Progressive search tools will of course help us to continue to seek out key influencers and niche audiences to deliver our messages.

What’s your take? What’s the next step for social search?

-Scott

*Note, I’ll be back in early September. Similar to Dave Fleet, I’m completely unplugging for a bit to take in the sights, sounds and culture of Sweden, Norway and Denmark! Open to any travel tips and must see recos. Cheers.

I just came across a week old article by Stephen Waddington about how lifestreaming is dumbass and blogging is kickass. Well, I think he missed the point.

I’m no big fan of twitter or friendfeed and have been a significantly late adopter of these services, but what I do see there is a really strong value add in real-time information discovery. The way twitter has been on top of breaking news lately, I don’t see how someone can ignore this channel anymore.

Now coming to thought leadership, twitter not only forces you to speak your mind concisely, it also gets you instant reactions from people listening to you thereby engaging in a discussion – isn’t a discussion the best way to show your thought leadership?

Is twitter or friendfeed the beginning and end of lifestreaming? Certainly not. My personal belief is that lifestreaming is evolving and eventually there will be solutions that satisfy different people in different ways.

Stephen, you think your photo stream is boring as hell – try putting it in a lifeblob timeline and see how engaging it can be with relations around it.  There is a lot of innovation that needs to happen and while all the lifestreaming solutions may not hold relevance for Robert Scoble or Steve Rubel, they would certainly gain prominence as all these services get better at organizing and visualizing this vast resource of information.

Artist Pierre Debroux http://www.flickr.com/photos/pierredebroux

Nice reflection from Paul Gillin. For me it is all about the transition from data to conversations, the fading out of permanent relationship in favor of close encounters. And of course, things that do not matter for me may exist for a very long time.

Nice to reflect and connecting on your professional and personal level!

Source: http://gillin.com/blog

Read more from http://gillin.com/blog

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Steve Rubel's Future of Blogging Mind Map

Steve Rubel of Edelman Digital has taken a shot at describing possible evolutionary futures of blogging in the following mind map.  His prognostication, expanded in his Mashable post:  “One possibility is that blogs remain the primary social hub for many of us on the web but turn into lifestream sites that syndicate our content to and/or aggregate it from anywhere.”

Now, to be honest, that was a bit of a “huh?” for me.  Especially “lifestream sites.”  (I betcha Edelman has service marked that one already.)  But let me ’splain what I think he means with this example.  Right now, I have several tools that I use to support my relationships in various spheres of my life including Facebook for friends and family, and LinkedIn for professional relationships.  LinkedIn is my professional hub.  I installed their wordpress tool so that this blog shows up in snippet form on my public LinkedIn profile.  I joined a couple of LinkedIn groups, such as the Social Media Caffe.  Highlights from that group show up on my LinkedIn page, as do publications and recommendations that are posted by people in my network.  I’ve found some of these updates and recommendations to be useful, although there’s a bunch that I consider to be SPAM.

I’d love it if there was a way to see all of my social media at once.  Thus far, I haven’t seen anything that, in one screen, gives me windows into the various social media places I hang out.  I’ve seen people experimenting with their own RSS feeds/displays (kind of like Mashable, but personalized).   Tools like TweetDeck are nibbling around the edges by allowing you to see real-time status updates from Facebook (it shows up in an added column), but you can’t feed LinkedIn updates that way.  And, of course, TweetDeck wants you to love Twitter best and just bring other social media as second fiddle.  Amplify and Friend Feed let you share stuff you’ve read and liked across social media platforms, but they don’t work in reverse.  I guess what I need is a social media vacuum, but something called “Friend Suck” just doesn’t sound right.

In foreseeing the possible demise of blogs, Steve ignores the important role they play in Search Engine Optimization.  Blogs keep website content fresh, and have a big effect on natural search results, at least the way that the Google algorithm works right now.  Blogs as we know and love them aren’t going away any time soon.  But I can hardly wait for “Friend Suck” to deliver my favorite blogs and social media status updates in one place.

Steve Rubel posted an interesting essay today on the flood of information in the twitterverse, which may be dwarfed only by the tidal waves of insight in the blogosphere.  He raises some useful perspectives, and introduced a metaphor for watching SM tweets and blog posts zoom past:  ‘watching cars going by on the freeway’.

A couple of folks took the opportunity to challenge Steve, Twitter, and the freeways in LA.

Fair enough, but I challenged the naysayers (in my RT and my comment to Steve’s blog) to re-examine the metaphor from a more practical point of view:  the magic isn’t in watching everything rush by; rather, it’s about being a driver, making proactive decisions on where we need to be going, and helping us get there.  Avoiding accidents is also helpful. 

Check out my Steve’s blog entry and my comment, would love to know your thoughts.  Safe driving.

Steve Rubel, uno de los bloggers más influyentes en el mundo de la comunicación digital, anunció recientemente que abandonaba su blog… aunque no exactamente: en lugar de seguir publicando micropersuasion “se ha mudado” a steverubel.com. Su nuevo hogar está basado en posterous, una plataforma de publicación muy similar a un blog pero que se caracteriza por la simplicidad extrema con la que se puede publicar cualquier tipo de contenido (simplemente enviándolo por e-mail) y distribuirlo además a herramientas sociales como Facebook, Twitter o Flickr. Steve llama a este tipo de servicio “lifestreaming” por lo fácil que es publicar ideas, fotos, vídeos, etc. a lo largo del día y de forma rápida y frecuente.

En España, Fernando Polo se ha subido al carro de posterous, aunque sin abandonar su excelente y ya clásico blog abladías.

Por mi parte, por ahora prefiero seguir el consejo de Jeremiah Owyang y seguir con mi blog. Pero hay que tener en cuenta que no soy un early adopter, sino algo así como un “early finder” (me lo invento y encima en inglés): durante años he ido creando y enriqueciendo mi “colección de flujos de información” para estar siempre al día, y pruebo continuamente nuevos servicios y herramientas; pero prefiero esperar y observar antes de lanzarme a apostar de verdad por un producto. Me pasó con el blog, con Twitter, con FriendFeed… me llevó a descartar un uso activo de Facebook… y ya veremos qué pasa con posterous