Drew B's take on tech PR

links for 2011-05-27

• Tesco to produce ad-funded cookery TV show | News | New Media Age
  Tesco to produce ad-funded cookery TV show - Tesco is preparing to launch an ad-funded TV show under its Real Food m... http://ow.ly/1cU7TK
• The New York Times - Breaking News, World News & Multimedia
  Facebook Is Developing Ways to Share Media (New York Times) http://nyti.ms/kCNLSp http://mgzr.us/BaV5
• Unilever Keeps It Real for Dove Brands in Social Media - eMarketer
  Article: Unilever Keeps It Real for Dove Brands in Social Media http://ow.ly/1cTC9s
• Visualize Your Career With LinkedIn's Connection Timeline
  LinkedIn tool creates timeline of your career & connections - http://on.mash.to/iQFn9o
• The Atlantic Launches Twitter-Based Book Club
  The Atlantic Launches Twitter-Based Book Club (@laureni / Mashable!) http://on.mash.to/l5fnOF http://mgzr.us/BaFS
• Facebook picks up former Bush aides - Tony Romm - POLITICO.com
  Facebook hires two former Bush aides as lobbyists: http://politi.co/iGv2jX via @DailyIntel
• How Premium Fashion Brands Are Maximizing Their Social Media ROI
  How Premium Fashion Brands Are Maximizing Their Social Media ROI http://t.co/HFODKrT #LMOadv
• Brands use Foursquare-Mobile Social Media Marketing Strategy | Project Socialize
  Brands use Foursquare-Mobile Social Media Marketing Strategy | Project Socialize - http://bit.ly/kU1PCD
• Zuberance White Paper | The Top 5 Reasons Why Brands Need to Focus on Earned Media
  Whitepaper: Top 5 Reasons Why Brands Need to Focus on Earned Media http://bit.ly/paidvearned #PaidvEarned
• B&N Says Foreign-Language E-Books Selling ‘Outrageously’ Well in U.S. | paidContent
  B&N Says Foreign-Language E-Books Selling 'Outrageously' Well in U.S. http://cnt.to/om3
• Twitter now lets you view other people's twitter streams - TNW Twitter
  Twitter now lets you view other people's twitter streams - TNW #socialmedia http://tnw.co/mwp7gB
• Introducing the people widget - Official Gmail Blog
  Introducing the people widget (Zohair Hyder / Gmail Blog) http://j.mp/loKmKu http://techme.me/BaFr

A new Twitter: why should PR people check out Tweetdeck

The news of Twitter acquiring the biggest independent application that people use to tweet - Tweetdeck - was confirmed yesterday. The Old St, London-based startup sold for a rumoured £25m to Twitter. Rumous of the sale had been reported for a month now, but confirmation came from Twitter last night on its own blog. 

Two people asked me yesterday why Twitter made this acquisition? What's in it for them? In short, Twitter has just bought itself three new revenue streams. Here's why: 

1. One in 20 tweets come from Tweetdeck. That means 5% of this content is not wound up in the Twitter revenue model - advertising. Twitter has just bought itself a new revenue stream
2. Tweetdeck users are highly engaged. They have multiple searches running at the same time, are sometimes logged into several accounts at once, and for them Twitter is the main focus on their computer or mobile screen, not just another tab in their browser. This engagement means better response to the advertising and again, a revenue stream
3. Tweetdeck is a terminal, similar to Outlook for email. And Outlook isn't free. It is not too far a stretch of the imagination to see Twitter rolling out premium services through the installed software that Tweetdeck runs on and charging users for it. Power tools that rely on your device, not Twitter's own servers. This would not only make them money, but save them on computing costs

I'm a huge fan of Tweetdeck, but it's not the only way I use Twitter. I'm an even huger (word?) fan of Old St's Silicon Roundabout, and it's great to see this deal pull off between the two companies. 

 

Premiership footballer Twitter super injunction: the press continues

This morning's UK media has blanket front page coverage of the 'mystery' Premiership footballer who has now chosen to 'sue' Twitter. This story has just reached the point I think where it will now never go away. 

Whatever the thinking of the footy star, this action will certainly not make the story go away... 

Here is a collection of today's front pages from my Storify.

Coca Cola's CMO on moving to engagement measures for marketing

You will no doubt have seen the announcement that AVEs are to be banned for this year's PR Week Awards (that's the process of measuring the value of PR coverage by giving it a value equivalent to the advertising spend it would have taken to buy that space).

In my world this has long been the case. Engagement, sales, reach, sentiment, conversion and community have long been a more valuable measure of our work.

For those looking at reviewing their measurement tools, it's worth reading this article in Harvard Business Review by Coca Cola's CMO on moving from audience size to levels of engagement as a measure of marketing.