AlwaysOn NYC Breakfast: Social Media Opportunity Booming
The high-tech industry is booming again, and smart PR and advertising firms are growing thanks to creative campaigns using new social media technologies. I am paraphrasing Doug Scott, the executive director of branded content and entertainment at Ogilvy. He spoke Friday, November 9 at a breakfast in New York City hosted by AlwaysOn. I attended with a Schwartz colleague to get an update on AlwaysOn and its upcoming OnMedia conference, and found the event very informative.
Scott is in charge of introducing social media to existing Olgivy clients as well as finding new business that would rely on social media exclusively. Olgivy clients are very different than ours, most having big, defined consumer brands. He spoke about how many of these established brands are exploring social media tools to extend brands for their products.
What I found enlightening was Scott went way beyond talking about how the Internet levels the playing field for companies by giving them a direct route to consumers. That was a given; Scott is talking about how every company needs to capitalize on this with a unique program to deliver a brand essence to consumers. I will not go into detail about some of the campaigns he mentioned, since I am not sure if they are public, but suffice it to say he's working on some very interesting programs.
Following Scott, Anthony Noto, the Internet, entertainment, and cable analyst at Goldman Sachs spoke to a topic that is one of my current fascinations: Facebook. Noto predicts that Facebook will be a highly disruptive technology, much in the same way that Google has been. He believes that while Google disrupted the publishing model by eliminating the cost to create content that would generate traffic, Facebook will disrupt the content distribution model.
AlwaysOn is organizing what looks to be a pretty informative event in New York in late January: AlwaysOn OnMedia NYC. From what I heard at the breakfast, the January event likely will provide quality content and advice.
Tags: AlwaysOn, Facebook, social media
Posted by Ross Levanto on November 12, 2007 at 12:57 PM
