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Barbarian Group, Mother Host Rooftop Relaxation, Concert

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This Internet Week coverage is brought to you by ShareThis. The best content is hand picked.

So Thursday night during Internet Week, the cool ad agencies had their parties. Barbarian Group and Mother. Barbarian Group held their party on the rooftoop of their office building in SoHo. I nice spot with 360 degree views of the city including the under-construction World Trade Center.

We ran into several friends including long-time acquaintance and former Gawker blogger Elizabeth Spiers and LippeTaylor's Sloane Berrent. We had a chance to spend some time speaking with Barbarian Group's PR Wonder Lexi Peters as well as Barbarian Group Head Guy Benjamin Palmer.

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by Steve Hall    May-18-12    
Topic: Industry Events



How We Share Content And Why

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In a lively, amiably contentious, and occasionally absurdist Internet Week panel titled "The Science of Spread: What Are People Sharing, Why Are They Sharing It, And Where Does It Come From," experts in the field dispensed wisdom and opinions on how internet users interact with memes and viral content.

Moderated by The Next Web's Courtney Boyd Myers, panelists included Percolate CEO and Co-Founder Noah Brier, Know Your Meme Co-Creator Kenyatta Cheese, Trigger Media CEO Andy Russell and Cheezburger Network CRO TOdd Sawicki.

Much of the conversation centered around web communities where users generate much of the content for free. Why do they do this? Panelists offered a number of explanations including the hope of gaining personal acclaim, gaining followers on various social networks or the simple joy of being part of being part of a community larger than oneself, and making the content as a pure labor of love.

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by Steve Hall    May-17-12    
Topic: Industry Events



Four Pillars of Successful Viral Marketing

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In classroom session during Internet Week, Rocketboom Executive Producer Barry Pousam discussed four pillars of viral marketing; congruency, emotive strength, network involvement ratio and paired meme synergy.

Illustrating the importance of maintaining congruency (the right brand, the right audience, the right medium) when launching something a marketer hopes will become viral, Pousam used a reverse example. Citing the Chevy Tahoe disaster in which the brand asked people to create their own commercial with supplied assets, Pousam argued the brand missed the mark when it opened up the contest to anyone on the internet versus somehow limiting it the suburban soccer moms to which it was more appropriate. To Chevy's credit, the brand left the negative videos up for a while.

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by Steve Hall    May-17-12    
Topic: Viral



Webutante Ball Brings Out the Class

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If you walk around the creative departments of most agencies or the offices of any start up, you'll quickly notice dressing up for work has become a thing of the past. There simply are no longer any Don Drapers classing up the place. Or very few. Perhaps for one day each year that changes thanks to the Webutante Ball.

The Webutante Ball is an event which occurs during Internet Week in New York and its the one time you'll see t-shirt and jeans guys sporting a tie. The women? Well the women always look good. It's the guys who've given up class for the jeans and t-shirt look.

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by Steve Hall    May-17-12    
Topic: Industry Events



How to be Creative in a Social Media World

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In an Internet Week Webby Session, Executive Director of The Webby Awards sat down with creatives Suzana Apelbaum from Anomoly, Colleen Decourcy from Socialistic and Keke Toleda Piza from LiveAD. The topic of discussion focused on "how innovators and creatives from around the world are shaping the future of advertising and marketing in the digital age."

Decoursy, who "put her fear in a bag" and started an agency is excited about content marketing and social media in general which she says is "moving at the speed of culture."

There was a notion among all panelists that marketing in general is quickly shifting from advertising to content-fueled story telling. Gone are the days of a campaign which had a short life span. Today, it's about creating an ongoing conversation that never truly stops. There is no end date to the "campaign."

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by Steve Hall    May-17-12    
Topic: Industry Events, Social



How Brands Can Increase Engagement With Mobile Apps

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At the Appnation conference held during Internet Week in New York, a panel entitled Leveraging Apps (And the Mobile Web) to Drive Brand Preference and Engagement, discussed the various strategies and methods they have used for their brands.

Moderated by DraftFCB Mobile VP Jason Levy, the panel included Turner Senior User Experience Architect Klemens Wengert, Neo@Ogilvy Media and Innovation Director Sasha Xavier, Univision Interactive Content & Services VP Jose Hernandez and McCann Chief Technology Catalyst Lori Schwartz.

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by Steve Hall    May-16-12    
Topic: Mobile/Wireless



Affiliate Ball During Affiliate Summit to Feature Ice-T & Coco, Mix Master Mike

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Get ready! It's time for another Affiliate Ball. Taking place Monday night, August 13 during Affiliate Summit in New York, Affiliate Ball, organized by Darren Blatt, will feature Ice-T & Coco, Beastie Boy Mix Master Mike along with other surprise artists. Neverblue will be the title sponsor of the party making the event officially known as "Neverblue Presents The Affiliate Ball".

Of their sponsorship, Neverblue said, "Neverblue is very excited to announce that we are the title sponsor for Affiliate Ball. This will be the best party in town and Ice & Coco with Mix Master Mike will be a huge hit! We look forward to entertaining the massive affiliate base that is attending Affiliate Summit East and look forward to meeting all of you at this legendary party. "

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by Steve Hall    May-16-12    
Topic: Industry Events



Deepak Chopra, YouTube Stars And the Human Approach to Marketing

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And now it's time to get deep at Internet Week. Breath deep. Relax. Close you eyes. Cross your legs. Ready? Good. It's time for Deepak Chopra! You know, that guy that's all one with the world and thinks a perfect life is as simple as willing it to be so. OK, so that's greatly oversimplifying it but still, Deepak Chopra at Internet Week? We suppose it was an excuse to get the very beautiful, brilliant and loquacious Shira Lazar onstage with her What's Trending live internet show.

During the show, she interviewed Chopra, Tumblr Founder David Karp, Reddit Founder Alexis Ohanian and YouTube stars My Drunk Kitchen's Hannah Hart, What the Buck's Michael Buckley and Daily Grace's Grace Helbig.

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by Steve Hall    May-16-12    
Topic: Industry Events



Joan Rivers to E*Trade Baby Creators: 'Go F%#k Yourselves'

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We knew who would win various CLIOs earlier this month but last night during Internet Week, the CLIOs held their award ceremony at New York City's American Museum of Natural History. Having moved to this venue last year, the event was a significant change from past years which included various downtown locations and even a trip to Las Vegas.

It was a star-studded event in a posh location, something event organizers were shooting for in an attempt to up the stature of the awards. The location, jury selection process and inclusion of a social media effort designed to garner interest among younger members of the ad community certainly contributed to upping the stature. But, the selection of Joan Rivers, herself a CLIO winner (for Goodrich), as host may not necessarily fall in line with that goal.

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by Steve Hall    May-16-12    
Topic: Industry Events



Search and Social: A Love Affair During Internet Week

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In an Internet Week panel entitled Search & Social: A Love Story, Mashable Business Editor Todd Wasserman sat down with About.com Director of Research Laura Salant and Buddy Media VP of Analytics and Insights Tami Dalley to discuss the interplay between and the roles search and social currently play.

In terms of the usage of search, Salant said 50 percent of searches are what she terms "answer me" which she defined as quick searches such as finding a particular site or looking of a movie review. She termed 25 percent of searches "inspire me" which she described as searches that fill a passion or a hobby. Lastly, she noted 25 percent of searches are "educate me" which, for example, could be the answer to an ongoing health issue or long term planning for a wedding.

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by Steve Hall    May-16-12    
Topic: Industry Events, Social



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