Forrester Marketing Forum 2008: Engagement and I
Brian Haven is talking about engagement… he says there are four ways to measure engagement, the Four I’s:
Interaction, Involvement, Intimacy, and Influence. But how do I know this? I am in St. Louis.
Unfortunately a family issue prevented me from attending the Forrester Marketing Forum today but right at this very minute Jeremiah Owyang is live streaming Brian Haven’s keynote at Upstream.tv.
Actually that is slightly innacurate, at this very minute he is live streaming Peter Kim’s Q&A of Haven’s keynote. Also, there is a chat room open on Meebo and Peter and Charlene Li are Twittering.
On Meebo, Jeremy Pepper says that the streaming has been great but he doesn’t type fast enough for Twitter and his blog. That is the challenge….all this social media brings everything to our doors; then we have to choose which open door to go through. It’s awesome!
Thanks Jeremiah and Forrester! Need to click publish or I will get behind.
Additionl Info: The Forrester Marketing Blog (re-design looks great BTW) has an embedded Meebo chat and Peter Kim has a post about how to keep up with the conference via Twitter, blogs, and Flickr.
Forrester Marketing Forum 2008
In the world of marketing, there are only a few things that I believe are predictable with absolute certainty and one of them is that a Forrester Marketing Forum (or Consumer Forum) will exceed my expectations; and with each conference I attend my expectations increase.
Okay, so the evidence for my unabashed enthusiasm?
My collection of Forrester spiral notebooks: Forrester typically includes a spiral notebook for note taking with their conference package. When I leave, the notebook is usually full; filled with notes taken during the presentations and sessions as well as thoughts that I add during and after. In other words, a Forrester conference really stimulates thought and ideas and the spiral notebook becomes an ongoing useful archive for future reference. The conferences that keep on giving.
What else do I know for sure? The Forrester speakers include an outstanding lineup including Peter Kim, Charlene Li, Josh Bernoff, and Brian Haven. The non-Forrester speakers, panelists and moderators always include people and companies that I would include if I were making a wish list. This has included Henry Jenkins, David Armano, Ze Frank, Nicholas Negroponte, Andy Sernovitz, Karl Long, Sylvia Reynolds, Fed Ex, Dell, P&G, and many others.
The conference next week includes: Casey Jones, VP Global Marketing from Dell, Nancy MacIntyre, EVP Product, Innovation and Marketing at LeapFrog, Cathy Halligan CMO Wal-Mart, Emmanuel Brown, Director of Digital and Content at Nike’s Jordan Brand, Gary Skidmore from Harte-Hanks and Patrick W Jordan author of How to Make Brilliant Stuff that People Love.
Also, IT’S {A}Live, In a sense, going to a Forrester Conference is a life imitating art imitating life experience or in other words, when we talk and write about participatory media to our clients who sometimes seem not to “get it”, this is where it all comes together. So while we are listening to Charlene Li and/or Josh Bernoff talk about a Groundswell, we are right in the center participating in that transformed world of live blogging, twittering, photos, videos….just check out the Co-Brandit videos or the Critical Mass Beta Cam from past Forrester events.
And speaking of Charlene Li and Josh Bernoff and Groundswell you can now buy their book and they have an awesome site
and a really cool tool to profile your own customer’s social computing profile and then use to chart a social technology strategy.
Jeremiah Owyang posted that all conference attendees will be getting a copy of this awesome book. I will be posting a review shortly….so far it’s great!
So, I am looking forward to the Forum and joining Jeremiah in the “bloggers bullpen”. I am also hoping to catch up with Peter Kim! More to follow next week.
The Future of Media: Like Fred Wilson Said
Fred Wilson shared some observations on his blog today about his teenage kids and the future of media in light of a Goldman Sachs research report.
Other than the fact that his children read books outside of school and mine don’t, his observations are in line with my own. Yes, a small sample size, but nonetheless, the consistency between the media behavior of his kids and my kids is pretty amazing. Besides books,
.TV on DVD
. Games
. Internet
. IPod not radio in the car; music is online.
. Magazines not newspapers
The almost single minded devotion to gaming is old news at my house, especially with my 15 year old. I have no doubt that if the ship was going down he would not count his PS3 as excess baggage to be thrown overboard but would consider it life sustaining.
What is relatively new and something I find kind of surprising here is the purchasing of TV shows on DVD (Fred’s #1) . If we count time in requested Christmas presents (well, it is that time of year), it seems to me that it was two Christmases ago that my now 17 year old son was interested in Jerry Seinfeld DVDs.
I found his fondness for Seinfeld curious but did not regard it as a media trend. Just something we could enjoy watching together. However, over the next 18 months I did begin to observe a trend….boxed sets of TV shows not only being purchased but being borrowed and loaned out to classmates. Last year, Steve Gillmor pronounced that TV was dead.
Is it? Or just being consumed differently? Darren Herman notes that content consumption has become device agnostic. He writes, “Television is evolving into people’s lifestyles contrary to when people had to create their lifestyle around television.” TV content is not dead.
Fred is writing from an investment perspective and because I have 2 teenage sons, I can’t afford an investment perspective; but from my advertising/media perspective which is what supports their consumption diet, last years media consumption diet meme initiated by Jeremiah seemed to confirm the death of TV, at least amongst the early adopters.
Chris Saad confessed to being a TV junkie but said he didn’t inhale in the traditional manner.
Peter Kim noted that the early adopters were engaging mostly with media without advertising, “an inverse relationship to the amount of advertising money being spent therein. In other words, they’re spending the most time where the least amount of advertising dollars are focused….
Of course this is bad news for advertisers and no doubt this relationship is a future trend.
This year as TV moves to the web and “web video” replaces “plastics” as synonymous for the future, there may be something in those teenage TV shows on DVD purchases. We finally have DVR and it looks like what is being recorded is about 1/3 sports, 1/3 movies and 1/3 TV. But when they want it bad and it bigger chunks, they have boxed sets for The Office, Seinfeld, Arrested Development, SNL and I am not sure what else.
Yes, they know its available online, but they prefer the comfort of the sofa, that big screen and maybe even a respite from online.
Maybe, a year later, we should update the media consumption diet meme .
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