Bram Pitoyo, Portland Creative/Tech Event Review

LiSA (Lessons in Social Advertising): An Event Review

LiSA (Lessons in Social Advertising)

When: Wednesday, May 28, 2008, 6:00 PM – 8:00 PM, the same day that Portland Lunch 2.0 @ Vidoop was taking place, though I attended the networking an hour prior and then left for Strands Beta meetup 45 minutes after the panel started.

Where: Hotel Deluxe.

What It’s About: Panel discussion about viral/nontraditional advertising through social media (does it work? To what extent?) which, while may seem a bit late (hello, this is what social media consultant has been doing for the last two years,) is also a subject that’s ripe for the picking now that it has moved into the ‘Best Practice’ area (But I want a Facebook, Hi5, Friendster and Orkut account for our Research and Trend department, too.)

Speaking of which, I suspect that the reason why a particular social network succeeds in one region but not the other (Facebook, for example, doesn’t find heavy adoption in Asia, while MySpace doesn’t with Europe) not only has to do with adoption rate, but ultimately with feature that’s suited to that region’s culture. The question is, what features in specific?

Anyway, as with any panel discussions, this one features a moderator and four panelists:

  • Hashem Bajwa from Goodby Silverstein and HP.
  • John Furrier from, who LiveTweeted the whole thing and even bounced some questions to his followers.
  • Michael Berkley from SplashCast, a social network video sharing service that Hillary Clinton apparent uses in her campaign.
  • Dave Allen (yes, the ex-bassist of Gang of Four) from nemo design and Pampelmoose, one of the better record labels out there.

This is where it gets interesting, because two of them are agency folks, and the other two comes from the tech industry. This backgrounds reflected on their answers.

Note: I was only able to attend the first 45 minutes of LiSA, and thus am only able to post this passing note. Please feel free to contribute to this (Gaia Brown, I’m looking at you)


Ken Lewis, Moderator (M): What is social media?

Dave Allen (DA): Social media fulfills a basic human need for connectedness and validation that manifest in the form of staying in touch with family and friends. In the social media space, brands needs reach out to certain groups of people. But who are those people and how can brands reach them?

Michael Berkley (MB): Social media can benefit brands if it can be inserted into the conversation. It has the ability to ambassadors among consumers. Advertising on social media means leveraging your consumer base to tell your story and be evangelists. The risk: it can backfire, because it’s about brands being invited in by consumer (not pushing in onto the consumer,) or, at least, accepted into the conversation.

John Furrier (JF): There’s one thing that’s different about Web 2.0. Web 1.0 is about website and personalized, self-serve advertising (‘self-serve’ means that audience can click if they like to or not click if they don’t. Clicks generate leads.) On Web 2.0, it’s still personal, but also about relationship with your peers and group—in other words: not self-service. Very random and disaggregated.

M: Give examples where client uses social media beyond traditional content.

JF: I’m live tweeting this question and gets answer back. THAT is social media.

MB: Can banner ads on Facebook be considered ‘social’ or ‘spam’?


Technicality: ☝ ☝ ½
Translation: Think of it as a primer and best practices in social media advertising. A lot of the discussion are comprised of common (yet rarely practiced) senses. Assuming that you join one or several social networking website (and if not then pray, tell, what’s wrong with you?), technicality shouldn’t pose a problem.

Interestingness: ☝ ☝ ☝ ½
Translation: If you’re an ad guy or creative, go for the information. If you’re a geek, go for the networking. This experience may be an eye opening one for creative professionals, but not so much for the nerds among us—because we practically live and breathe it. Again, not that one approach or format is necessarily better than the other. Had you go to a more nerd-like social media panel, the discussion will get way more technical and subject specific, thus deterring creatives to contribute.

What I Learned From The Event In Six Words:
It’s about facilitating conversations, not advertising.

Bram Pitoyo, Portland Creative/Tech Event Review

Lunch 2.0 @ Vidoop: An Event Review

Lunch 2.0 @ Vidoop

When: Wednesday May 28, 2008, 12:00 – 2:00 PM

Where: Vidoop, where last week’s Portland Startup Weekend was held.

What It’s About: Like what I suspected of AIGA and SEMpdx monthly socials (‘suspected’ because I have not attended either one, although I would very much love to if you could offer an invitation) Lunch 2.0 is one of the best way to meet people in Portland’s thriving tech scene—the other being BarCamp Portland and Startupalooza.

My friend, Aaron Hockley from Another Blogger, had noted how the first Lunch 2.0 composed of “pretty much geeks,” the second was less so, and the third, at Vidoop, has a really good mix of nerdy and cubicle (pardon the pigeonholing) types.

As a creative who dabbles in technology, I originally came to these events in hope of bridging the gap that the two industries currently have. What I found out is that more people also recognizes this problem (or think that hanging out with anyone who Tweets more than 500 times a day will double their social media chops.)

I am happy to report that you’ll recognize faces that you previously only interact with via a 40×40 pixel avatars at Lunch 2.0. I also think that “hey, you’re so-and-so on Twitter! Nice to finally meet you in meatspace,” sounds like a great introductory sentence.

Translation: I wanted to put zero, because you don’t have to work in any industry and have any sort of expertise to enjoy interaction that happens in Lunch 2.0—but then you also need to have some sort of an online presence to be able to connect with your new friends after the Lunch.

Interestingness: ☝ ☝ ☝ ☝ ☝
Translation: if anyone see me with a plate that afternoon, they’ll see that I hardly ate what’s in it (save for the bacon-wrapped date, of course), this is because connecting with people and learning all sorts of new things—which includes two yet-to-be-launched web startups, a strategy to not get lynched at Werewolf games, a podcast’s audio problem, The Oregonian, a shirt design involving a physical element and an elephant silhouette, and the power of social media to cause change in society—is really, really fun—all while you’re enjoying a relatively uneventful lunch with your Interactive Media Designer at Old Town Pizza.

What I Learned From The Event In Six Words:
Have you upgraded your lunch today?