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We Media Buenos Aires – Day 2 (Part 7)

Published by Esteban Glas on October 16th, 2008 | This post lacks all category except for: Betas, Marketing, Web 2.0

Final part is just John Bell’s keynote on Perpetual Beta. Stating that John is one smart guy is like saying rain will soak people wet.It was quite an adequate close to the sessions, I just wish some of the media guys would present on day 1 of been there to listen.

John started by stating he was going to “try to tie together everything we’ve heard before”.

Perpetual Beta: make our minds up to the idea that we need to be in constant change. Adapt to adapting constantly.

Ogilvy (or 360°?) holds up an annual unconference called stream, they start up with no agenda and then build one with everyone’s knowledge and inteterests. (Esteban’s Note: wouldn’t it be nice to build something of the sort but “publicly available”? Agenda could even be worked up remotely in the form of a wiki…)

Mr. Bell then went ahead and showed the Video Ogilvy compiled as a culmination of the “Voices” program, as well as some other examples of Social Media engagement for brands.

“We need to try and be part of the power of Word of Mouth”.

Influencers may not matter that much anymore. Thank the long tail for that.

Brands should build communities (AMEN!)

“Google is the big filter”. What appears on the first two pages of a google search is more important than anything that appears on a major newspaper.

“Listening -> Planning -> engagement”

7 habits of perpetual beta:

1. Experiment all the time (google labs as an example)
2. Hire differently (people from diverese backgrounds) (Esteban’s note: tell me about it, what’s a musician doing at Lenovo’s social media if not!)
3. Implement a cross-training culture.
4. Embed technology in your everyday life.
5. Invite customers in to make products better.
6. Re-think how to measure success.
7. Re-think how to inspire loyalty

“We have to become comfortable about being in perpetual change”.

This ends up the reviews of what was said. Soon I’ll post my thoughts.

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