Christopher S. Penn – Marketing AI Keynote Speaker

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  • Back from First PulverCamp/TwitterCamp SL Conference

    An Evening in Second Life

    I just got back from the first PulverCamp/TwitterCamp SL Conference in Pulveria, Jeff Pulver‘s island in Second Life. Interesting, great discussions with Britney Mason, Justine Ezarik, Chris Pirillo, and Chris Brogan. Talk about Playstation, virtual worlds, brand decentralization, Feedburner, and more. Some new ideas to consider going forward. Without Twitter, this event might not have happened, but with Twitter, an instant flash mob appeared and had a conference. We even tried to get the microphone to work.

    Now, you might be saying, hey, I didn’t get an invite or hear about this conference! (particularly if your name is Jeff Pulver and it was held on your island) It’s the truest UnConference there ever was – a few Twitter posts, and instantly four dozen people showed up to have a conversation. Everyone participated, everyone shared something, and we all left having gotten something out of it – amusement, amazement, knowledge, you name it.

    To find out about the next one… well, go participate on Twitter! And stay up late on a Saturday night just hanging out in all the virtual worlds and digital channels we all have access to. That’s the part that I think is the most interesting of this whole experience. In the analog world, people pay money to sit in plastic chairs at conferences to hear people speak, like the ones who were in Pulveria tonight. Virtual words and digital outreach let you blow past all the barriers to entry set up in real life and interact with folks directly, benefitting from what everyone has to share.

    In other words, a community.

    See you at the next flash conference, wherever it may be.

  • Bum Rush the Charts Thoughts

    John Wall and I did the second beta test episode of Marketing Over Coffee this morning at a Dunkin’ Donuts in Natick. Today’s topic was Bum Rush the Charts, and I thought I’d blog a little about the marketing efforts going on behind the scenes, plus some thoughts so far.

    First, a huge thank you to everyone who’s participating. That’s awesome. That said, I’ve found so far that audio promos in podcasts are great for building awareness, but you need at least a month’s time ahead of a word of mouth campaign, because podcasting by nature is time-shifted. It’s a lousy medium for getting a message out in force in a small window of time.

    Behind the scenes, Bum Rush the Charts has had the help of a bunch of different tools. We’ve issued two press releases, one through Black Lab and one through the Student Loan Network. We’ve also been using several distribution email lists. Despite the fact that email is pre Web-1.0, it’s still a major player, at least for this campaign; the bulletins we’ve published via email to folks have had very good open rates.

    We’ve leveraged Feedburner not only for feed management, but also for site statistics. As we’ve seen in the past, Digg and Reddit bring in a lot of traffic, but the quality of traffic is relatively low – few people sign up for the email notices or subscribe to the RSS feed out of the thousands who stop by.

    MySpace has been a major player in the campaign, at least for touching base with bloggers and podcasters. Every time I log into the BRTC profile, there’s betweeen 20 and 50 people requesting friendship, leaving comments, etc.

    Most importantly, we’ve gotten a LOT of buy-in from fellow new media professionals, and even buy-in from more traditional media outlets, which is pretty incredible. The CBC, BBC, San Jose Mercury News, and even Billboard Magazine have picked up BRTC from various sources and leads, and have been promoting it as well. The real power of this campaign is that it’s brought together people from all the different groups in podcasting and new media.

    Time will tell whether we can convert buzz into buy, conversation into conversion. I sincerely hope we can. Hopefully this time next week I’ll be writing more about how Bum Rush the Charts was a successful campaign and that we’re sending a bunch of kids to college for free.

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