Linguistic Mythbusting: The Fake Language of the Web (SXSW 2011)

LINGUISTIC MYTHBUSTINGThe Fake Language of the Web

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A LITTLE INTRODUCTION

How do the words we use affect the understanding of technology?

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PANELISTSPeter Imbres – VP Strategy at Plattion, @peeta

Adam Ostrow – Editor in Chief at Mashable, @adamostrow

Augie Ray – Executive Director of Community and Collaboration at USAA, @AugieRay

Spike Jones – SVP Customer Experience at Fleishman-Hillard, @spikejones

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“VIRAL”

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VIRAL

“...to achieve marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses.” - Wikipedia

55.5%

21.0% 21.6%

0.4% 1.4%

43.0%

38.7%

16.5%

0.5% 1.3%

Direct Traffic Blogs / Other Search Engine Social Bookmarking Site Social Networking Site

Views (% Total) Minutes (% Total)

Video discovery: user-generated video sharing sites only (sample: 716 million streams)

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“ROI”

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“BLOG”

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BLOG

“I don’t like to read the blogs. I think a lot of those people are mentally ill.” - Bill O’Reilly

“Dust flying — Cheeto dust flying all over. They’re wiping it on their bare chest while their underwear — you know, their Hanes.” - Joe Scarborough

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BUT WHAT IS A BLOG?

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“SOCIAL BUSINESS”

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SOCIAL BUSINESSMarketingNew Marketing

AdvertisingNew Media

Public RelationsCommunications/Public Relationships

Social MediaSocial Business

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“BUZZ”

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BUZZ

“Among the pure-online players, Groupon took the top spot, capturing 10.5% of total Super Bowl marketing buzz the day after the game, three times the buzz of GoDaddy, which had the largest increase in web traffic.” - Nielsen

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“BE HUMAN”

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“CLOUD”

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CLOUD

“A thoughtful analysis of this would reveal that this idea has been with us for many decades. I think the venture capitalists like the expression ‘software-as-a-service’, because it paints a new-age label on an old technique. You can hype your market value that way because you are part of the next wave.” - IBM Software Chief Steve Mills

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“COMMUNITY”

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COMMUNITY

Gatherings

Hubs

Meeting places

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VOTINGText 22333 or @poll on Twitter

Viral - 75501ROI - 75502Blog - 75561Social Business - 75562Buzz - 75565Be Human - 75591Cloud - 75593Community - 75594

RESULTS

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THANKS

Peter Imbres @peeta

Adam Ostrow @adamostrow

Augie Ray @augieray

Spike Jones @spikejones