Historically, specialists stick around

Geoff argues that once the PR, advertising and interactive agencies figure this all out, they’ll take the work back. This should be true, but it never is.

• 1996: “Once advertising agencies figure out HTML, they’ll do all the web development. These interactive agencies will be absorbed.” Should’ve been true. Wasn’t.
• 2000: “Once the interactive agencies figure out the tricks of SEO, specialists in search engine optimization will go away.” Again, didn’t happen.
• Today: “Once the PR people, or the ad people, or the digital people, or maybe the SEO people, figure out this social stuff…”  Not going to happen.

In fact, it never happens.

Big brands that are already utilizing social media agencies include Ford, Microsoft, Intel, SAP, Citibank, Coke.  The list goes on. These folks have access to all types of large, talented agencies, but they see a need for specialists—for some of what they do.

Divergence is the most powerful force in the universe

In their outstanding 2004 book, “The Origin of Brands,” Ries and Ries demonstrate how the world gets infinitely more complicated and products, and specialties continue to branch out. The telephone splits into landlines and cell phones. Landlines split into traditional and VOIP. Cell phones split into texting phones, smart phones, flip phones.

And on and on.

Complete article here…

Why the Social Media Genie Isn’t Going Back in the Bottle.

This past weekend’s announcement by Facebook that the company would be opening up its APIs to allow for posting of notes, videos and more has left some companies scrambling to add new functionality to existing applications. Below we’ve highlighted a handful of the ones that let you post to Facebook from a desktop client, be it standalone or something that plugs into your browser.

We’ve talked to the people at each one to see when you should be expecting to be able to make use of the new API in each app:

“Blogo already supports Facebook status updates through its integration with Ping.fm,” says Benjamin Jackson, Blogo’s technical director. “As for more robust Facebook integration, you can be absolutely certain that we’ll be running to integrate this as quickly as possible. We’ll be shooting to send out a beta next week.”

Friendbar creator Edo Segal says “we love the fact that facebook [is] opening up more services,” and “definitely plan to include support for these API’s in upcoming versions.” Segal also says he wants a higher level of access to that data. “For example, to be able to post comments to users photos and status updates, and to directly send a Facebook message to a user via the API.”

Posting of notes through Ping.fm is up and running. “We’re still assembling some other ideas on how to use their new features,” says founder and CEO Sean McCullough. Worth a mention is that many of the services on this list go through Ping.fm to re-syndicate user messages.

“Sociagami has always been committed to deep integration with social networking sites like Facebook and Myspace and we will definitely be taking advantage of the new API features in 2.0,” says Charlie Robbins, director of social network integration for Sociagami. “Unfortunately, using an API based implementation will mean that Sociagami 2.0 will not have the messaging and wall posting features that came with 1.0.”

Working on it for an upcoming build. “The video part will be an important one!” says Loic Le Meur, CEO of Seesmic which acquired/owns Twhirl. The latest version, which was released on Monday added in Ping.fm support, letting you cross post messages to your Facebook profile.

“Yes, we are actively working on implementing the new Facebook API and rolling it out ASAP,” says Regan Fletcher, Yoono‘s VP of business development. Our overall objective really is to maximize our use of the Facebook API in order to allow users who have added Facebook to Yoono to have the best possible experience and functionality.”

“It does look like some of this new functionality is available via the REST API which we use and we can run FQL queries (which we do),” says AlertThingy creator Clive Howard. “We will be revisiting this prior to the next version and if we can do then I’m sure it will make it into 3.x.” Version 3 of AlertThingy was released on Monday morning.
Apps that we pinged but have not yet responded: Flock, Feedalizr, Moodswing/blast, and Gwibber. We’ll update this post if we hear back.

Which apps are using the new Facebook APIs? | Webware – CNET.

Facebook Opens Up (a Little) With New Developer Tools | Epicenter from Wired.com.

You’ve come to terms with the reality of the current job market. There are jobs available; but, it will take focus, dedication, and a bit of savvy to land one. No problem.

You’re ready to take a no-excuses approach to your job hunt and you’ve diagnosed any underlying job search issues. You’ve spotted a few areas where you need to improve your job search skills. Working with a career professional isn’t an option for you right now. So, what other options are available?

Here are seven, no-cost resources to help you become a more savvy job hunter that has the skills to compete in the current job market:

1. LinkedIn.com – LinkedIn is a social network for business professionals. An updated LinkedIn profile is practically a must-have for every job hunter. However, LinkedIn isn’t just for job hunters. It’s an essential tool for anyone who understands the importance of networking as a career management tool. You can connect with current or former colleagues and alumni and request recommendations (a professional endorsement) from people you’ve worked with in the past. LinkedIn also offers a great opportunity to connect with people within organizations you are targeting during your job search.
2. O*NET Online – A full-access version of the occupational network database. This is an invaluable tool for researching industries and discovering occupations that you might not have previously considered, but closely match your skills.
3. JibberJobber.com – This career management tool works seamlessly with LinkedIn or any spreadsheets that you might already be using. This tool will enable you to keep track of all of your job search and networking contacts and any correspondence or follow-up.  Best of all, if you need to resume your job search in three years, the information you collected this go-round will still be there waiting for you.
4. VisualCV.com – This online tool truly allows you to bring your resume to life – complete with presentations, documents, video, and a photo, if you so desire. It is especially useful for creatives with large portfolios. However, it can be a great way for any job hunter to stand out. Rather than just reading about your accomplishments, an employer can view a presentation you gave, see certificates you’ve received, and go through your portfolio. Note: The VisualCV does not replace your traditional resume. Rather, it should be used in conjunction with it.
5. JobRadio.fm – Up late worrying about tomorrow’s interview or wondering whether you should have listed every job you’ve ever had on your resume? JobRadio.fm – available online 24/7 – will keep you company and keep you informed about the latest job search strategy news. Listen to career and job search-related podcasts anytime or download a show and listen to it on your computer or MP3-player at your convenience. JobRadio.fm features content from Secrets of the Job Hunt, Career Communique, Jobacle, Jobs in Pods, Total Picture Radio, and the SavvyJobseeker Podcast – hosted by yours truly.
6. TheJobLab.com – Get 24/7 access to article, video, and audio libraries; online forums; and a number of other tools and resources for job hunters. Need more support at a minimal price? A low-cost upgrade gives you access to live workshops and bi-weekly Q&A sessions.
7. Free community resources – CareerOneStop is a great online and local resource for job hunters. Many local employment networks, libraries, and churches are now offering job search training or hosting job search support groups or networking groups. Do your homework and find out what is available in your community.

The current job market certainly requires a savvier jobseeker. However, there are lots of resources and sources of support available to job hunters – regardless of budget. Take advantage of any available resource that will help you to improve your job search skills and your job search fortune.

Cleveland Job Search Examiner: Seven no-cost solutions for the savvy job hunter.

Facebook has joined the board of the OpenID Foundation, the company has announced. The move is a ringing endorsement of OpenID, which already has the corporate backing of Google, Microsoft, IBM, PayPal and other web heavyweights.

In a blog post Thursday, Facebook’s Mike Schroepfer (formerly of Mozilla), said, “It is our hope that we can take the success of Facebook Connect and work together with the community to build easy-to-use, safe, open and secure distributed identity frameworks for use across the web.”

Prior to the announcement, Facebook was seen as a sideline player — and even a disruptive presence — for the open-source single sign-on technology. Late last year, Facebook launched its own trusted authentication technology for letting its users log in and participate on other websites. The company’s system, Facebook Connect, has since been implemented by around 4,000 websites, including numerous high-profile destinations like CitySearch and TechCrunch.

With Facebook Connect, the company came up with an elegant, easy-to-use experience that effectively solved several of OpenID’s problems with user experience, trust and security. However, Facebook Connect was built with proprietary code, and was therefore largely incompatible with competing open-source technologies like OpenID.

The resulting effects of this partnership on data portability are unclear. And whether Facebook and the rest of the internet are now part of the same big happy family remains to be seen. But for those worried about Facebook Connect derailing OpenID or causing it to die on the vine, this is huge.

Certainly, we can expect OpenID’s public profile and reach to get a boost. Also, a post on OpenID’s website trumpets Facebook’s dedication to improving OpenID’s user experience.

More from Facebook’s Schroepfer:

The future of an open and social web will be measured not by protocols, but by how much we collectively improve the standards and technologies that enable us and others to give people more powerful ways to share and connect.

There’s even an OpenID design summit being planned for next week, to be hosted (where else?) at Facebook’s offices in Palo Alto, California.

Facebook Throws its Weight Behind OpenID | Epicenter from Wired.com.

Davos town: not the most accessible venue Photo: Reuters

Preparing for the World Economic Forum – aka Davos – is such a stress. Not for me, but for my wonderful colleague Jane who spends weeks fixing, and then re-fixing, meetings so I can get the most out of it.

The beauty of Davos is that one can meet large numbers of the world’s most important/interesting/powerful/egotistical people in the space of four days. Interviews that would otherwise take months to arrange, and hours to travel to, take place in a small Swiss ski resort. It’s a journalist’s dream – and a PA’s nightmare.

* It being a ski resort, Davos is not the easiest place to get to. The flight to Zurich is fine, but then you have a choice – a train journey during which you have to change twice, or a two-and-a-half hour car journey with cartoonish icy mountain road bits thrown in free at the end. I plumped for a car this year, and used the time to start “tweeting” (ie micro-blogging on twitter). With no more than 140 characters to put in your email-cum-blog, it takes a while to get used to.

An innocent attempt to pass on a story about how Lord Levene (chairman of Lloyds of London) was impressed with the Davos hospital – after slipping and whacking his head on a ski – backfired. I ran out of characters and had to split the message in two, giving the impression that I had been pleased that the noble Lord had taken a tumble. I can only hope he dismisses it as a twitter schoolboy error on my part. And quite how interesting “traffic in Davos is bloomin’ awful. Worse than London/Atlanta” is to people, I’m not sure. But there is something quite compelling about it – I can see why Stephen Fry has become an addict.

* Americans have dominated Davos in all the years I have been attending. But they are nowhere to be seen, enabling the Chinese and Russians to flex their muscles. Chinese premier Wen Jiabao was a big hit with the business and media crowd at Wednesday’s private session. Knowledgeable and confident, he hit most of the right notes – including references to his recent re-reading of the work of Adam Smith. Warm applause from an audience including Henry Kravis of private equity house KKR, Sir Martin Sorrell of media conglomerate WPP, BP’s Tony Hayward, and Stephen Green of HSBC.

Davos is all a twitter with Wen and Vlad – Telegraph.

And thanks to the imploded economy, this one on Sunday may be the all-time pressure cooker. The decision to spend $3 million — $100,000 a second — to air a 30-second Super Bowl ad seems almost indefensible.

It is a particularly sticky wicket after a week in which 70,000 layoffs were announced and labor statistics set a couple of firsts: Unemployment was up in every state in December, and people getting unemployment benefits has hit a record. The quiet question: How many jobs could be saved by not running a Super Bowl spot?

“This is the first Super Bowl of the Great Depression 2.0,” says Steve Hayden, vice chairman at Ogilvy Worldwide perhaps best known as the co-writer of the “1984″ Apple ad that set off the Super Bowl ad frenzy 25 years ago. “Being on the Super Bowl this year is like driving around in a Duesenberg in 1929.”

Don’t tell that to 30-some brands that bought the 33.5 minutes of ad time in the NBC game broadcast, including veterans such as Budweiser, Pepsi and Coke and first-timers such as Kellogg’s Frosted Flakes, Pedigree pet food and Denny’s.

The common goal: $100,000-a-second worth of ad buzz. Buzz means Web hits after the game and, in good times anyway, that translates into sales.

There’s no telling what it means in the worst of times, which is why NBC had two ad slots left Thursday. “I’m not going to tell you it hasn’t been a tough slog,” Dick Ebersol, chairman of NBC Sports, said early this week. “But we have not crashed price in any way, shape or form.”

Advertisers who bought in are rethinking what to air. They’re doing more research. They’re focusing on hallmarks such as heritage. They are even alluding to the economy — some seriously, some with a chuckle.

“The biggest danger every Super Bowl advertiser faces is being ignored,” says advertising research guru Don Bruzzone.

More Below:

Marketers face pressure to deliver with Super Bowl ads – USATODAY.com.

Be yourself. Twitter lets you post blurbs of up to 140 characters; it’s good for a quick note about what you’re doing. But you can also use it to build buzz within a fanbase by referencing things that aren’t quite public. (Or let customers track your sales.) People will follow you on Twitter if they think you’ll reveal news first, and that audience is likely to blog about it somewhere.

Connect to Customers with Twitter – Business Center – PC World.

We and many others have been pushing Twitter as a great social networking tool that also has business implications. We have joined a number of sites in talking about business tools for Twitter and marketing success stories there.

It was inevitable that spammers would come along to tout ways to quickly build the number of people following you on the micro-blogging platform. The obvious equation here is that the number of followers you have = success.

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