Talk at Google's Emerging Media Conference
By cjsasaki on May 17, 2007
I was invited to speak at a conference at the Googleplex on Tuesday. The topic of my panel was around emerging media, metrics, and learnings. I have to say, that the Google'ers did an outstanding job of getting this event coordinated and prepared. Much kudos go to Amy Rouas, Mark Martel, and the other folks at Google. My panel leader was Jim Lenskold, who was also gracious to send me his book on marketing ROI. A fascinating way to look at measuring marketing effectiveness. The other panelist included Scott Berg of HP, Scott Clawson of Oracle, Jim Davis of SAS. We were given a few minutes of intro speak and then launched into a Q&A session. It's pretty clear that there are no perfect answers or real best practices that can be applied to new media. We need to always make sure to focus on our audience segments who may respond and interact differently. At Sun, we have created different programs for the new Web 2.0 companies vs our existing customer base. The way our audiences learn about, converse, and build their own communities differ and we need to make sure we understand and focus on that. This also means making sure the way you metric may be different and what you define as success may also be quite different.
Bottom line, whether you are a company with a small marketing budget or even a huge one, you have to really decide what success really means. It may not only be measured in revenue, but in some cases, it may be more of a customer lifetime value where in the early years there is no revenue.
And the rumors of Google cafeteria's are all true. Wicked great free food!