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Oct 25, 2012

Ensighten Adds Real-Time Tagging for Mobile Apps

The popularity of mobile apps has been a boon to interactive marketers. But how can tags in those apps be modified without requiring a rebuild? To address that issue, Ensighten is now offering a real-time tagging system for mobile apps.

The new tagging capability is available in version 2.0 of Ensighten Mobile, announced this week. The tag management vendor said that a single line of code enables real-time tagging of any mobile app without the need to compile the tags into the app, and that 2.0 supports all major enterprise Web analytics.

Removing the Mobile Analytics Silo

The company noted that analytical data from mobile apps has typically required mobile-specific tools — partly because when the tags were modified, the app needed to be recompiled and then resubmitted to app stores. But Ensighten said that those days of mobile data living in its own analytical silos are over, since data from all channels can now be aggregated with the same tools.

Ensighten Mobile requires only a single line of code embedded in the app source code, and does not involve an SDK. With real-time management, the company said, A/B tests can be conducted, and tags can be controlled based on conditional variables such as network, provider, battery threshold, screen or device/platform.

Tag Management's New Frontier

The modification and management of mobile tags, without requiring app rebuilding or re-submission to app stores, is one of the new frontiers in tag management. For example, tag management vendor Tealium announced Tealium IQ, its mobile app management solution, which would similarly allow marketers to make changes on the fly — without the need for app rebuilding or app store re-certification.

Both vendors note that the ability to make immediate tag changes in mobile apps mean that brands can now quickly adapt to user activity, new marketing campaigns and other changing conditions.

Tags are employed for user tracking, affiliate marketing, personalization, SEO, shopping comparison engines or display advertising, among other purposes. A tag management system (TMS) provides tools for adding, modifying and removing digital marketing tags on a Web page, mobile app, mobile web site or video, through an on-premise or hosted solution.

Source : cmswire[dot]com

Oct 18, 2012

Is Gen Y the Key to Social Business Strategy?

The emergence of social business as a new way of working is now mirroring the runaway popularity of platforms such as Facebook with its origins in youth culture. As I’ve been chatting with my kids and their friends, who are taking their first steps into the world of work, it seemed to me that a rich vein of breakthrough thinking may be available to their new employers.

The Up-and-Coming Generation Collaborate Online

A natural focus for their social life on the move

Am I alone in finding that it’s tough to get much response these days via email? Why is WhatsApp eating Gmail for breakfast? Generation Y hasn’t suffered email overload like their parents — their email defaults to spam and the vast bulk of it is blissfully ignored.

What counts is quality, immediacy, connectivity and the ability to “pull” relevant content. Look at the emergence of micro-networks such as littlemonsters.com with its multi-lingual chat feature, where one million Lady Gaga fans have registered in the three months since its launch. Not so “micro” any more, it’s easy to see how networks such as this are going to be monetized. Enterprises seeking to drive value from their collaborative tools please take note.

They “Get” the Power of Collaboration Tools

They’re drawn intuitively to streamlined ways of working

An example came up in a specialist PR agency with a strong heritage of providing their clients with relevant briefings from the trade press. The business process works efficiently enough, but with quite a linear information flow based on well-worn traditions.

Knowing the power of automated online search, content filtering, aggregation and community-based forums, it seemed evident to my daughter after just a few days of work experience that more could potentially be achieved for and with the firm’s clients, at lower cost all round. New starters bring a keen eye for any wasted effort and are inclined to challenge anything too “clunky” to use in practice.

Sharing Valuable Knowledge & Experience is How They Learn

They’re schooled in exchanging authentic content via a high-quality network

Students are generally much bolder than their parents in publishing their thoughts and ideas; they welcome feedback and find it highly productive to be part of an open discussion. In guiding candidates through the recruitment jungle, employers seek to showcase how they have fully embraced the digital future: they realize how attractive that is to forward-thinking graduates.

But does the practical reality of career development live up to the hype? Are organizations still too dependent on personal/standalone content, which lacks up-to-date context and refresh, with multiple versions perpetuated through straggly email trails? Standalone content quickly gathers digital dust, and the up-and-coming generation prefer to sweep clean.

They’re Impatient for Advancement

They reject hierarchical structures and organizational silos

Could the learning and career development of new starters also be accelerated through social business? Online interaction with communities of peers, the organization’s specialists and end-users for problem-solving, sharing of experience and lessons-learnt, is already demonstrating impressive results according to the latest case studies. Is it time now to challenge the time-served approach to career development? Try appointing an early-stage graduate as a moderator of key discussion forums and watch their pace of learning take off!

The disruptive potential of social technologies is clear: both as a productivity boost and in the quality of results achieved for customers. As organizations search for the formal justification to roll-out social tools, they should perhaps turn to their newest recruits for inspiration to make social business “the way we work around here.”

Editor's Note: Paul's is the latest in our series on the evolution of the intranet and enterprise collaboration.

About the Author

Paul gained a first class degree in Physics from Oxford University, and a postgraduate Management Diploma at Manchester. He built a successful career in engineering, and then in management consultancy as a Partner at Accenture advising High Technology businesses. Since 2005, Paul has built up KorteQ's information and knowledge management services based on a successful track record of innovation. More recently he has led the evolution of consulting services from a heritage in learning and knowledge management to social business solutions, on which he’s an authoritative speaker at industry events. He keeps fit as a keen cyclist and every June may be found riding up or down an Alp in aid of the Fireflies charity organisation.

Source : cmswire[dot]com

Aug 9, 2012

Can Mindy Kaling's 1.8 Million Twitter Followers Make Her New Sitcom A Hit?

Fox is betting her online popularity will translate to viewership for The Mindy Project. Here, Mindy takes us through a day of social media.

Photo by Jeff Minton

The Office was, until he left, Steve Carell's show. And he maintains an A-list career. Mindy Kaling, who writes for the show and plays Kelly, may not have the same star power--but on Twitter, where she's far more active than Carell, she's rewarded in kind: She has triple the followers (1.8 million versus 650,000 in July) and actively engages others (76% of her tweets include an @mention, versus 17% for Carell). Not that it's a competition. But as networks weigh actors' social potential, it's no wonder she's been given her own Fox vehicle, The Mindy Project.

Mindy Says...

A slice of social media wisdom...in 140 characters.

"Twitter is so short, it's safe. I don't want my bosses to be like, "Hey, your script is due and we saw you wrote four blog pages."

"People take things at face value on social media. Earnestness is the assumption."

"I don't know--maybe two-thirds of my followers are spambots."

"Twitter is basically a more playful way to text a friend."

"I don't actually know if any people care about a specific tweet of mine, but I have fun."

The network hasn't assigned her social marching orders yet, but she heaps praise on Joe Earley, its head of marketing and communications. "He was the one who made New Girl available for download a week before it aired," she says. "It was extremely smart. He knows the power of social media and how it can help a show."

Kaling didn't join Twitter to hawk her stuff; she was just coming up with jokes and too lazy to grab a notebook. And she's since decided that the best promotion is no promotion. "People don't want to listen to a celebrity tweeting about their charities and shows," she says. "That's why comedy writers do well--we put out little funny ideas." She took us through a day (Thursday, June 21) of @MindyKaling.

7:35 A.M.

Seeking a Movie For The End Of The World. So excited to see @SteveCarell in brilliant @LoreneScafaria's new movie.
Kaling was lying on the floor in her gym clothes, procrastinating. Then she remembered her friends' movie. "I never tweet about something if I really don't like it," she says. "I'd rather have a friend annoyed at me than do that, because it just feels like a lie."

7:58 a.m.

It's a jog-to-Drake's-Best-I-Ever-Had 11 times in a row kinda morning I guess
After going on a run, she tweeted a nod to fans who read her book, Is Everyone Hanging Out Without Me? (And Other Concerns). It had a bit about exercising with one song on repeat. "When you listen to one song 12 times in a row you seem like you're getting pumped up to, like, murder the president or something," she says.

Follow Fast Company's roadmap to social media: surefire rules, data, and expert wisdom guaranteed to show why this market is completely unpredictable.

9:04 A.M.

Did you hear about the awesome new Aaron Sorkin/Rihanna collaboration? it's called "Walk That Talk" and it is amazing you guys
Twitter followers love recognizing celebs' interests: It's like a formula to what makes someone tick. Kaling says this joke hit two big, recurring topics for her: TV writing and urban music. "I was almost trembling with how excited I was for this incredibly stupid pun," she says. And bonus: Brooklyn Decker retweeted it. "That made me feel cool," she says.

7:18 P.M.

@KenTremendous @sepinwall and Mike's impression of the kid in Amish in the City made us retrofit a character for him to play on the show!
Office producer Mike Schur and TV critic Alan Sepinwall had been tweeting at each other, and brought in Kaling. "Then I got into a little sentimental journey," she says. (This is from that exchange.) As celebrities know, fans aren't the only ones who appreciate access.

9:16 P.M.

Hey @JeremyBronson sorry I screamed so much on the Transformers ride.
The writers' computers at The Mindy Project went down for 45 minutes, so the team went next door to Universal Studios. After, Kaling sent this to a fellow writer. She prefers Twitter to just about any medium, even for personal notes. "When Jimmy Fallon had released his head monologue writer [Bronson] to come and work on this show, I thanked Jimmy on Twitter. A note sent personally is very classy, but to say it in front of a lot of people, I think, has an even nicer meaning because I'm acknowledging it publicly."

9:17 P.M.

"@sethmeyers21: @mindykaling You've learned Hollywood's most important lesson - Don't let @ikebarinholtz order pizza." Matt and I fired him
Every TV show has characters, and Kaling's Twitter feed needs characters as well. Her writers--especially Ike Barinholtz (best known as Ivan Dochenko from Eastbound and Down)--fill that role, because she's mostly tweeting from the writer's room. In this case, she says, "Fast food is hugely important in the life of a comedy writer. All we do is order in, and what we're going to eat is hotly debated."

9:31 P.M.

Don't worry @davidstassen your job is safe. Wanna be writing partners with Josh Meyers?
It's late on Thursday--pretty much the cliff for Twitter, which a Bitly study finds is most trafficked from 9 a.m. to 3 p.m. on Monday through Thursday, and sinks especially hard after 8 p.m. So Kaling is free to get really insider-ish here, joking with one of her writers and Seth Meyers's brother (and Ike Barinholtz's onetime comedy partner--really insider-ish!). "It's a really good medium for teasing people," she says, "and comedy writers love to tease people."

TV's Social Disparity

Fox is the dominant network on social media, but its new star, Mindy Kaling, still must strike out on her own.

American Idol's 2012 season finale drew 20.7 million people, its worst ratings ever. But it caused 696,000 to comment in social media, making it not only the hottest social finale of last season but the highest-commented TV episode of all time. (In second place, Pretty Little Liars drew 469,000 commenters.) And yet even during Fox shows--the network that receives the most social media commentary--the actual stars are rarely tweeted about.