
Creating a consistent brand all through many all social sites one of the best ways to maximize the value of a character or brand campaign.
Ryan Summers and I created a presentation on how to track users across various social media sites using mostly free tools. It was given at Web Analytics Wednesday in Portland, Oregon.
A few weeks before the MITX awards ceremony, ISITE Design created a short video called “El Consultador” as an introduction to other agencies.
The El Consultador campaign generated diverse social data. This created issues with tracking data from multiple social media sites across problems with social media is that these is no singular way to gather and rank all of the data over time. Tools like Radian6 and Trucast are in use by larger agencies and businesses, but there exist an increasing amount of free tools for data visualization and engagement reporting that are available online.
This Powerpoint was made for an audible presentation. I collaborated with Ryan Summers of ISITE design on it and presented it at Web Analytics Wednesday. I will attempt to explain the results/processes in a textual manner here.
We used analytic data from Flickr, Youtube, Vimeo and Twitter to determine the most successful aspects of the campaign.
On Vimeo:
http://vimeo.com/2309025

On YouTube:
http://www.youtube.com/watch?v=Xz6jt_aSFg0

On Flickr:
http://flickr.com/photos/elconsultador/
(Workers at ISITE design superimposed the Consultador face onto a variety of characters in pop culture).

On Twitter:
http://twitter.com/elconsultador

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We determined a number of Key Performance Indicators of the social media campaign.
-Direct awareness of ISITE design agency
-3rd part mentions
-Social media followers (number of Twitter followers, comments on YouTube, Vimeo, Flickr).
-Direct communication
We used YouTube reports to track the engagement with the video campaign.
-Age Demograpics
-Gender Demograpics
-Discovery Sources
-Timeline Trends
The campaign was viewed predominately by 26-45 year old males and mostly during and around the date of the MITX awards. This is the demographic it was aimed at.
Vimeo is a high-quality Video sharing site with a limited but very engaged traffic demographic. We used Vimeo data to find more about who engaged with the campaign and compared it to YouTube data.
Flickr has a reporting tool for image views over time for every image. The data can be accessed with a premium Flickr account. We used this data to determine the most viewed (strongest/most impactful) pictures associated with El Consutador on the El Consultador account, and which images should be associated with the campaign on other sites (if future campaigns needed to be implemented).
We used data from Google Analytics for the page on which El Consultador existed on the ISISTE Webpage. Data was tracked from the “El Consultator” and “MITX” keywords. New visitors and direct traffic were also analyzed.

The campaign was picked up by three prominent bloggers, including Chris Brogan, Davaid Armano (VP of Experience Design with Critical Mass), and C.C. Chapman (Prominent figure in the community of podcasting, new media, cofounder of the Advanced Guard, a marketing company which focuses on utilizing social media and other emerging technologies).
Blogs linking to the campaigns were not found via inlink searches in Yahoo! Site Explorer, but with an intelligence feed created in Yahoo! Pipes (see below)
Custom intelligence feeds are useful for checking overall propagation of data. Yahoo! Pipes provides a free custom way to aggregate data across Google blog search, Google news, Technorati, Flickr, and Twitter.

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I presented an extended set of tools and data visualization methods for Twitter. Links for all of them are here:
Reports/Demographic Research:
Summize
http://tweetstats.com/

TweetVolume
http://tweetvolume.com/

Twitter Mobile (vs. Twitter in browser)
http://m.twitter.com/home
Neoformix Twitter Stream Graphs
http://www.neoformix.com/Projects/TwitterStreamGraphs/view.php (I provided a live demo of this).

Twitter Stream Graphs are a simple way to rsearch keyword volume associated with a brand or campaign. Neoformix also tracks keywords over time, meaning that one can see when a certain keyword became popular.
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Future Suggestions:
More Flickr photos could be linked to all of the other accounts, such as Flickr, Youtube, and Vimeo. Linking together social media campaigns in a more robust fashion will affect CTR’s by making the campaign spreadable across various demographic profiles and types of social media users.
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Amber Case is a Cyborg Anthropologist who studies new media and the relationship between humans and computers. She enjoys data visualization (click for more info on conference tracking), search engine optimization (ask), and how marketing works in the online ecosystem.
She graduated from Lewis & Clark College in May 2008 with a degree in Sociology/Anthropology and wrote her thesis on cell phones and the effect of technology on cultural constructions of space and privacy.
You can follow her on Twitter @caseorganic, or drop her an E-mail at caseorganic[at]gmai[dot]com. She’s spoken at various conferences including MIT’s Futures of Entertainment 3, Inverge: The Interactive Convergence Conferece, Ignite Portland, and Ignite Boulder.
She also blogs at Nerdabout.com and http://www.blog.makerlab.org, a Portland new media incubator. She founded CyborgCamp, an unconference on the future of humans and technology. She is also involved with building and studying electronics with DorkbotPDX.
We’ve done a lot of things in Portland, but there is one type of event that’s been missed by many people. This camp ignores a significant chunk of the Portland Tech community. In other words…
I agree with MatthewStadler that a venue more like Backspace than OMSI is needed. Also, Oleoptene’s dea of letting kids plan the event seems really fun. All ages seems nice — but probably not too young. The cut-off age could be 6, for instance.
Seems like we have enough interest to proceeed. The question is of “how”. A date would be nice. Some time in Feburary would give us ample time to plan a half day of activities and little workshops, as well as secure a venue and funding (if needed), and to gather momentum. The only question I have is whether the event should be large or small.
Yep. So we need one of these events. Reply or contact me in some way (I’m @caseorganic on Twitter) if you’re interested in helping out. We can probably get a Wiki started and get the show on the road!
Portland rocks. It has excellent food, coffee, people, techies, transportation, foliage, entertainment, and bloggers! But we have suffered a tragedy: we just lost OSCON to San Jose. What!? From Jul 17-19, 2009 Lets replace it with something equally tremendous. And we can.Yep, that’s four lines of text you have to type in. That way I can E-mail you cool stuff. Like little snippets of text to post on your blog, or a list of E-mails with some text to include in them, or ideas for posts, so that lots of people can get really excited about the conference. Like “10 reasons why Portland would be a sweet place for BLogHer”, “20 great places to eat in Portland”, and “Why Portland bloggers rock and how close the airport is” will be randomly sent to you.
The posts will be really short, and from time to time, I’ll make posts on Hazelnut Tech Talk and link them to all of your posts. This way, we’ll get this cool forcefield of blogs promoting the idea of BlogHer. That’s more visibility for your blog, and your friend’s blogs. What’s not to like?
For the good of the community, of course! Portland has given so much to me, and the wonderful people out there have taught me about amazing things. As a technosocial cyborg, cyberspace is pretty genderless to me, but for those who it is not yet, BlogHer might be a useful way for cool people to meet other cool people and get things done. Hooray for that!
Plus, I voted for Portland after Rick Turoczy made this post about bringing BlogHer to Portland, and we ended up being one of the top cities besides Philadelphia and St. Louis. We’re almost there. All we need to do is make everyone understand just how important this event this will be for the city/people/community.
You can randomly connect with me if you’d like. Feel free to E-mail me or follow me on Twitter @caseorganic.
CyborgCamp occured at around 10Am from a shoutout by Kris Krug and Dave Olson of RainCityStudios. I met them both at Gnomedex and we got along really well.
The only problem was that they both lived in Vancouver B.C., and I live in Portland, Oregon. Normally, it is difficult for me to travel unless there is a conference. So I told them that.
To which Dave replied “just have a Cyborg Camp!”.
Once Kris Krug retweeted the news, 30 or so people immediately jumped into high gear. Nate Angell built a Wiki with all sorts of capabilities, and more people got on board to discuss all aspects of Cyborgs.
Meanwhile, the Twitterverse was coming up with all sorts of speaker and venue suggestions, and by 6Pm that night, the first planning meeting for CyborgCamp 2008 occured as an offshoot of an Android Developers meeting at the Lucky Lab Pub SE.
That was only two days ago. Now we have a venue, a sponsor, and some potential speakers. Also a @cyborgcamp Twitter account, which Bram Pitoyo has been handling amazingly, as well as a preliminary poster design.
If you think this sounds like something you might be interested in, Sign up —> CyborgCamp2008 for Wiki access. Or follow the @cyborgcamp Twitter account for updates, general inquiries, speaker suggestions and sponsor ideas. Or you can directly E-mail caseorganic if you don’t use Wikis or Twitter.
A cyborg (shorthand for “cybernetic organism”) is a symbiotic fusion of human and machine. Join in our pre-conference discussion about what is a cyborg?
An unconference dedicated to exploring cyborg technology, anthropology, psychology, and philosophy.
Cyborgs, hybrids, androids, robots, and the people who love them!
Nov. 21-22 2008
This should be an interesting event. It needs a lot of film and audio coverage, as well as live casting and projection screens. As many channels as possible so we can exist in as many places at one time. Our minds can supply the rest.
You can follow along at CyborgCamp.org or on Twitter by following @cyborgcamp.
Around the world geeks have been putting together Ignite nights to show their answers. But Portland’s own event, Ignite Portland, will be happening soon, and it is a chance for locals to make short presentations on anything they are passionate about.
November 13, 2008. On the Ignite Portland Blog, Josh Bancroft urges Portlanders to Save the Date.
Local tech legend Raven Zachary told me that Ignite Portland was founded by Brady Forrest of O’Reilly. He was initially inspired by Japan’s rapid fire presentation method of Pecha Kucha and did an adaptation of that for technology. If you haven’t heard of Pecha Kucha before, it is Japanese for the sound of conversation. Attendees watch a speakers that have only 20 slides, with 20 seconds per slide.Portland Pecha Kucha Night was just last week.
Portland, Oregon has had some of the largest events in Ignite history. Ignite 2 packed the Bagdad Theatre with over 750 people, and many waiting in line had to be turned away.
Several alumni of Ignite Portland will be presenting their five minute topics at this week’s Gnomedex 8.0, an annual social media conference organized by Chris Pirillo. Rick Turoczy has a list of the presenters on his blog, Silicon Florist, and Portland Ignites Gnomedex on TinyScreenfuls, the blog of Josh Bancroft, who points out that “The idea for Ignite Portland was hatched at last year’s Gnomedex.”
November 13th may seem like a long time away, but Ignite events take a tremendous amount of effort to pull off. Want to be part of the event and meet some really cool people in the process? The Ignite Planning Committee is always open to dedicated, passionate volunteers. Help make this Ignite Portland even better than the last three.
The Ignite Planning meeting that occurred at Cubespace tonight was there primarily to deal with a system in large demand. The first major thing discussed how the online ticket reservation system would function. Then, volunteer teams were developed. Currently, they are as follows:
Raven Zachary, Mentor iPhone developer and recently of Raven.me, an iPhone development blog. You can follow Raven on Twitter. He’s also a Legion of Tech Board Member.
Tasks
Josh Bancroft, Mentor of Intel, Kindle Evangelist, and author of the TinyScreenfuls Blog, and Legion of Tech Board Member. @Jabancroft on Twitter.
Tasks
Todd Kenefsky, Mentor CEO of Connect Interactive Media, an interactive marketing company, and Legion of Tech Board Member.
Tasks
Dawn Foster, Mentor, Consultant, FastWonder blogger, Legion of Tech Board Member, and recently, of Shizzow, an micro-geolocation released last Monday (a review of its beta release is here).
Tasks
Adam Duvander also has a hand in organizing Ignite Portland events and has presented in past Ignites. Check out his blog, Simplicity Rules, and Adam’s Twitter profile.
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For more information, check out the Ignite Portland Website.
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Please let me know if I missed anything in this post. Feel free to contact the Mentors via Twitter if you’d like to add to the volunteer efforts.
You can follow me on Twitter @caseorganic. I’ll be on the Marketing and Sponsor Teams.
Thanks for reading Hazelnut Tech Talk! We’re proud to bring you event coverage from a mix of creative and tech worlds.
The Information Society as Post-Industrial Society, originally uploaded by caseorganic.
In 1974, a society of Japanese futurists proposed a billion dollar digital society plan called “The Information Society” as post-industrial society.
They believed that society could not continue to sustain itself if it relied on consumption and waste as top social and economic values. The project was tested in various households and included two-way communication systems that allowed users of the system to choose images to be displayed on their television screens as well as the ability to receive text messages by TV.
Educational programs where students could learn from the screen were tested as well. A database which digitally handled emergency calls was also tested, and it worked. This was an experimental internet. It was highly favored by those inside and outside of Japan, and it’s proposed cost was in the billions of dollars.
I’d like to include some excerpts from the book about this society, The Information Society as Post Industrial Society, by Yoneji Masuda. The book is on Google Books, and can be previewed. If you want to see more pages than the limited preview, simply grab a proxy IP address or two and reload your browser (don’t e-mail me for support).
First Stage - In which technology does work previous done by man.
Second Stage - In which technology makes possible work that man has never been able to do before.
Third Stage - In which the existing social and economic structures are transformed into new social and economic systems.
Fourth Stage - Individual Based Computerization. “At this stage there will be a personal terminal in each household, used to solve day-to-day problems and determine the direction of one’s future life” (Masuda, 39: 1980). World Future Society.
There was an event this Wednesday at Cubespace called “Lunch with a VC”. The VC in this case was Carolynn Duncan. She has three projects going right now: www.fundinguniverse.com, Epic Ventures, Hundred Dollar Business (a series of brilliant startups using less than one hundred dollars each).
While I wasn’t able to stay after lunch to hear her presentation, I was able to visit with her afterward at Backspace with Reid Beels and Bram Pitoyo. She showed us a brilliant new start-up she’s doing (for less than one hundred dollars). And while I can’t say much more about it right now (because is not yet finished), I can say that it will be a wonderful boon to experts used to a coffee-shop/consulting life.
Jean Ann is the President of Escalation Business Consulting, a consulting firm with a focus on business coaching, strategic direction and fund development. Escalation helps individuals and businesses spend less time doing good work and more time doing great work.—————————————————-
Case: How long has the Oregon Entrepreneur’s Network been in existence? What
kinds of services does it provide?
Van Krevelen: OEN was originally formed in 1991 as the Oregon Enterprise Forum, one of more than 20 worldwide chapters of the Massachusetts Institute of Technology (MIT) Enterprise Forum. In 1997, the organization merged with the Oregon Young Entrepreneurs Association (OYEA) and formed the Oregon Entrepreneurs Forum, the largest entrepreneur assistance organization in the state of Oregon.
OEN’s programs are geared toward companies that have the potential to create
significant numbers of jobs and high earnings. The organization helps
entrepreneurs launch and grow successful ventures by providing networking
and access to investors and professional service providers. It helps
investors find worthwhile companies to invest, and helps connect start-ups
with the service providers who can make them successful. Nearly 100
programs/events are presented annually.
Its educational offerings focus on business plan creation and helping
companies prepare to gain funding, but also cover some of the operational
elements of any good business plan, including recruiting a management team
and identifying markets.
Programs range from seminars on business concept development, business plan
development, and investor presentation skills, to formal mentoring, private
business plan reviews, regular monthly networking/education events
(PubTalk), and a series of special events: the Entrepreneurship Awards
Dinner, Angel Oregon, and Venture Oregon. In addition, we manage the
Portland Angel Network and the Women’s Investment Network, which are open to
qualified investors only. We also partner with EDCO to present a PubTalkT
program in Bend.
Case: What services do you provide the OEN?
Van Krevelen: I serve as OEN’s Development Director. This is the first time OEN has had a
Development Director, so I am incredibly honored and excited to be joining
them as the break ground on this venture. OEN has always done an excellent
job of helping brilliant startups find funding to support their efforts, and
now, it will be doing the same for itself. We want to make sure that OEN is
around for the innovators of the future.
Case: Does the Oregon Entrepreneur’s Association have resources for new
business owners to practice their pitch before a conference?
Van Krevelen: There are so many capacity-building and support services for
entrepreneurs.for a summary, go to http://www.oen.org/programs.aspx.
I would suggest that if people are really interested in learning more about
OEN, they should join us at one of the OEN Pub Talks. This informal program
centers on presentations by startups eager for feedback on their products,
services, business model, marketing strategy, or other integral component of their business. Confirming the wisdom of strategy, sharing ideas, alerting them to land mines can help the entrepreneur to improve opportunities for growth and survival.
First, three young OEN member companies have five minutes each to present
who they are and what they do to the assembled crowd, who are encouraged to
ask questions. Later, a single featured company will present an expanded
version of their pitch and take comments and questions from the audience.
Think of it as trial by friendly fire.
PubTalks occur the second Wednesday of every month (except July — we take a
month off in the summer). The cost is $15 for OEN members, $25 for
nonmembers. If you’re interested in either making a five-minute pitch or
being a featured company at PubTalk, contact Mitch Daugherty, the chair of
OEN’s Entrepreneurial Services committee.
Case: About how many tech companies have been helped out through the OEN?
Van Krevelen: Nearly 3,000 members, made up of entrepreneurs, service providers, and the investment community.
Case: OEN is a client of your consulting business. What services do you offer?
Van Krevelen: I am in love with potential, always have been. And I know that it is easy in
business to reach a certain comfort level and stop.
However, some businesses push through to a higher level of functioning and become excellent. I help individuals and clients rise above the day to day and reach ever greater
levels of performance and satisfaction. Below are some of the ways I help
that happen.
Organizational Management and Planning
Resource Development
Personal Brand Development
Business Writing, Professional Blogging and Other Written Materials
Business Development
Case: Who are some of your recent clients?
Van Krevelen: Aside from OEN, my most recent clients are the Northwest Health Foundation,
Yoga Cowgirls and The Main Street Foundation.
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Case: I met you through Twitter.com. When we last talked, you told me that
Twitter has also helped you gain clients. What percentage of your
total leads come from Twitter per month?
Van Krevelen: Well, I would say that probably 40% of my new referrals and contacts have
come through Twitter. But there are many more benefits to using Twitter. I
also use it to build community around my blogs and my personal brand.
Case: How do you integrate your blog with your Twitter account and Twitter
with your blog?
Van Krevelen: I have three blogs that essentially signify my main interests, Edgy
Entrepreneur, Portland Foodie and Gardener to Farmer. I have developed a
social media strategy that starts with a mission statement, which is my bio
on Twitter, and ends with the goals of my business plan.
My bio is “I am a serious foodie, an avid gardener and a crazed entrepreneur.” All of which is
VERY true! And I guess that is the other thing about Twitter that I think is
essential. If you aren’t posting in a genuine way, over time serious
followers will realize that and stop following you.
Case: When did you first sign up for an account with Twitter? How has your
microblogging changed/evolved since you first joined?
Van Krevelen: Wow, I signed up back in May, I think. But I just couldn’t get my mind
around why anyone would want to chat back and forth all day about what they
were doing. I went back to it after I had started my blogs and dipped my toe
in the stream. WOW! What a different experience! Over time, its users have
become more aware of its potential and more tweets are directed rather than
random. It is my favorite social application by far.and a great place to
work on establishing a personal brand.
Case:What do you find yourself most likely to talk about on Twitter?
Van Krevelen: I try to post to my mission 60-70% of the time. Otherwise, I am all over the
place, getting nothing done, wasting time. Of course, I genuinely like
learning about other people and get a kick out of making people laugh, so
you could see some quirky stuff.
Case: Thanks for letting the Portland Tech Community know more about the
Oregon Entrepreneurs Network, your use of Twitter, and your Consulting
Business!
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The event was covered masterfully on Twitter, allowing the rankings for the hashtag identifier #Cre8Camp. There was so much buzz involved that #Cre8Camp trumped mention of the newly released iPhone 3G on Twitter. By the end of the day, #Cre8Camp was second only to Dark Knight.
The conference was organized and sponsored by @stevegehlen, @CarriBugbee (Big Deal PR), @feedia, @brampitoyo, @7thscreen, @sadiemedley, @julsd (Owner of SOUK) Great Lunch from @turoczy (of @siliconflorist), @ahockley (amazing photos of the event to come soon), and the Art Institute of Portland and ISITE Design.
It was live-Tweeted online by @StevenWalling (Wikipedia/Wiki God), @CarrieBugbee (amazing job) Me @caseorganic, @sadiemedley, @staceyanderson, @notbenh @feedia, @brampitoyo, @Theinfovore, @lilbutterfly, @JeanAnnVK, @unclenate.
The event was mind blowing and incredible. It will probably take me a week to fully digest and analyze the information gathered.
From Wikipedia to the newest form of this method, the “Art of Community”, a book for O’Reilly by Portland’s Dawn Foster and San Fransisco’s Open Source Advocate Danese Cooper (who is currently packing for OSCON).
Another great thing about the project is that the book resembles itself in its construction and content. It is a book that was built by the same methods that it writes about. Needless to say, I am looking forward to watching it develop online.
If you’d like to meet Dawn Foster, look for her at the next Beer and Blog. They’re generally on Friday, 6Pm at the Green Dragon. You can also check out her blog, Fast Wonder, or follow her on Twitter.
She’s extremely active in the Portland Tech Community as well as well versed in RSS aggregator applications such as Yahoo! Pipes. You can see more of her Yahoo! Pipes on her blog.
If you’d like to meet Danese Cooper, you can find more about her from this Wikipedia article, or you might run into her at OSCON this week. If nothing else, you can also follow her on Twitter.
Below you can find the most recent iteration of the book (as of July 19, 2008). Hopefully it will give you some ideas, and some impetus if you’d like to contribute!
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Back to WikiContent:Community_Portal
Important Note: We are in the process of contacting these people - some of them have NOT agreed to participate yet!
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