It was big, it was huge, it was better than last year. New York Internet Week was basically a tribute to Twitter. You could hear the name at least 2009 times a day. The thing is that tomorrow, the Twitter conference starts in New York, so we'll hear the name even more.
Beside that, the rest was all about social media. Advertising on the Web is so uncool that speakers started to say that marketers - to invest in social media - start to take some of their ad dollars, not only from TV, but also from digital advertising budget (banners/sponsorship/micro-sites).
Through the whole New York Internet Week 2009, here are 4 companies that grabbed attention to shape the social media world:
comScore: A multi-platform and multi-method measurement company. They measure the media use and the campaign on Web/mobile. They also measure videos and social media. The methodology is based on a large panel (such as Nielsen), on server based information (IP address, cookies) and on query tags (content category). By comparing results from different methods over the same individuals they have been able to shape better numbers. For instance, they have come to realize that 30% of users delete cookies at least once a month. And that each person uses everyday an average of 5,7 IP address.
Mahalo: A community based search engine where human behavior on the web and their specific answers shape the content you'll get on your queries. A rewarding point system is also implemented to help users involvement. Users can eventually convert their points into real US money. The benefit: Relevant search results free of spam and advertising.
Insight Community: FLoor 64 originally developed a content platform to help dealing with their own problem with the blog Techdirt. They are now opening their conversation technology to marketers. Sponsor a topic. Monitor it. Bring insights to user conversation. Engage users. Simple, effective.
Mashery: An API that allows you to monitor web traffic, build communities and do ecommerce on all websites. The great thing is that all data and tools are available into one single interface. So intercept a conversation in a group on Facebook, reply with Twitter, and so on.
These 4 companies reveal the technical and business challenges of social media in the short term. Feel free to comment and complete that list.
One thing that grabbed my attention is that no one during the whole Internet Week mentioned digital billboard as the perfect complement to Web and Mobile in social media. Digital billboard offer a large interface that can engage by movement, by touch and by mobile device. It offers a collective viewing and interaction. I guess the penetration of digital billboard still need to improve for few years before to get noticed.
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