LINGUISTIC MYTHBUSTINGThe Fake Language of the Web
#LINGMYTH
#LINGMYTH
A LITTLE INTRODUCTION
How do the words we use affect the understanding of technology?
#LINGMYTH
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
#LINGMYTH
“VIRAL”
#LINGMYTH
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)
#LINGMYTH
“ROI”
#LINGMYTH
“BLOG”
#LINGMYTH
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
#LINGMYTH
BUT WHAT IS A BLOG?
#LINGMYTH
“SOCIAL BUSINESS”
#LINGMYTH
SOCIAL BUSINESSMarketingNew Marketing
AdvertisingNew Media
Public RelationsCommunications/Public Relationships
Social MediaSocial Business
#LINGMYTH
“BUZZ”
#LINGMYTH
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
#LINGMYTH
“BE HUMAN”
#LINGMYTH
“CLOUD”
#LINGMYTH
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
#LINGMYTH
“COMMUNITY”
#LINGMYTH
COMMUNITY
Gatherings
Hubs
Meeting places
#LINGMYTH
VOTINGText 22333 or @poll on Twitter
Viral - 75501ROI - 75502Blog - 75561Social Business - 75562Buzz - 75565Be Human - 75591Cloud - 75593Community - 75594
RESULTS
#LINGMYTH
THANKS
Peter Imbres @peeta
Adam Ostrow @adamostrow
Augie Ray @augieray
Spike Jones @spikejones