$579

meshmarketing

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2011
<http://www.marketingmag.ca/news/media-news/klout-founder-outlines-his-future-challenges-40334?p=40334?utm_source=EmailMarketing&utm_medium=email&utm_campaign=marketing_daily_AM>
<http://business.financialpost.com/2011/11/14/klouts-privacy-challenges-grow-in-step-with-influence/> . Our friend Brian Jackson at ITbusiness.ca <http://ITbusiness.ca> <http://ITbusiness.ca> has also run an interview with Joe Fernandez here <http://www.itbusiness.ca/it/client/en/home/News.asp?id=64961> (and he also linked to the website). Brian also ran a quick video interview with the WestJet chap <http://www.itbusiness.ca/it/client/en/home/News.asp?id=64957> .

Last week there was a short pointer to the event posted on BlogTO too <http://www.blogto.com/tech/2011/11/three_must-attend_november_conferences_in_toronto/>
Past
Tweeting
Molson, among others, uses social media even if its effect isn’t quantified
Hollie Shaw, Financial Post

http://www.financialpost.com/story.html?id=2162083

Advertising agencies are frequently pressed by big-brand clients to quantify the payoff of their social-media efforts — a sticky question, given that the value of social media is still hotly debated.
While everyone agrees the digital communications channel is increasingly important, it is impossible to quantify the impact of so-called brand “whispers” of social media using decades-old measurement tools meant to gauge the effectiveness of traditional media, such as TV or radio campaigns.
“The metrics are not decided yet,” Mitch Joel, president of digital marketing and communications agency Twist Image, told an audience at the recent Mesh Marketing conference in Toronto.
“So when a client says to me, ‘If I cancel all my TV [spending] and replace it with blogging, what will it do for me?’ the answer is, ‘We don’t know.’ ”
Molson Coors Canada has been working the social-media front for years, and now promotes its brand through 19 websites, a community blog, numerous Facebook sites and Twitter feeds.
Ferg Devins, vice-president of government and public affairs at the brewer, says his company tries not to spend too much time debating the relative importance of social media over traditional advertising, but knows it is now an essential part of overall brand communications.
“We try to boil it down to the conversation we are having with consumers,” he said. While marketers are interested in what brand influence and consumer engagement mean in terms of consumers buying merchandise, the biggest challenge these days, he said, is building loyalty. “You have brand advocates, and you can blast advertising at them, or have a conversation with them, or just give them a coupon. Some people want a conversation, some just want the coupon.”
For the recent launch of Molson 67, a new ultra-low-calorie light beer, Molson’s integrated advertising effort had a heavy social-media component.
The brewer stoked buzz before the launch through Twitter and looked to its Molson Insider database, where consumers sign up to receive information about contests and promotions before they become public, and its Molson Canadian Facebook fan page to find those top consumer “brand advocates.” It invited 70 of them along with a friend to sample the beer and learn about the new brand at a launch party hosted by a brew master, and they were encouraged to write about their experien-ces on a dedicated Molson 67 site. In addition, Molson formed a partnership with the Food Network’s web-site that includes editorial content about Molson 67.
The surge in corporate social-media efforts comes after decades of so-called “push” marketing, in which consumers were viewed largely as passive sponges of brand marketing. Marketers have been trying to adjust to the new reality of mastering the complicated and ever-expanding art of listening to consumers. And while direct quantification of social-media efforts into sales may be elusive, listening could go a long way toward building brand goodwill.
Mr. Devins cautioned the opposite can also be true, adding that corporations are at risk of appearing ignorant or uncaring about what their customers are saying if they do not participate in social media .
With social media, he said, “it’s like the phones are ringing. But they aren’t calling you, because they are talking amongst themselves. There are a lot of conversations taking place out there about your brands.”
Mr. Joel of Twist Image said the best information and advice he received when he posted a general Twitter query about Dell Inc. hard drives came from people who worked for Dell. But a good reputation can also be torn down quickly. In one case, he said, a negative online review of a West Coast inn led to a rash of cancellations, but the hotel proprietors did not know about the review until weeks later — they merely experienced the fallout from it.
Modern marketing now resembles the oldest form of marketing, Mr. Joel said: word of mouth. “We are actually going back to the way we used to market. But big brands that were busy doing their big thing now have to get their hands dirty, whether it [means giving attention to messaging from] the kook sitting at home with too much time on his hands, or a legitimate blogger.”
Such social-media communication can also readily turn into mainstream media communication, noted Lisa Gibson, associate vice-president of communications at Canadian Tire Corp.. Ongoing negative commentary from a blogger resulted in a less than flattering CBC Marketplace report, she noted, “which we weren’t thrilled about.”
So while gauging the value of social media might be elusive, online opinion can have an influence on a brand’s perception. “It’s just like if we had a really great article in the National Post,” Ms. Gibson said. “It’s hard to quantify how many people might have walked in and bought something.”
Given the vastness and rapidity of social media, many big companies are now hiring “community managers” to track social-media activity full time, manage the flow of communication and deal with consumers’ concerns.
Tracking technologies such as HootSuite, TweetDeck and Radian6 now exist to monitor the level of consumer chat about a brand. Some even try to track consumer sentiment from the tone of the words used.
Molson is using Radian 6 to track for brand mentions and sentiment in blog posts and tweets and responds to those consumers in what it calls “Direct to Drinker” engagement.
“Maybe the message you thought that you were driving, you aren’t — you need to be listening,” Mr. Devins said.

meshmarketing: the dance floor where spin has been left for dead <http://www.mondoville.com/2009/10/mesh-marketing/>
Mondoville
October 22, 2009

Musings on meshmarketing <http://martinspalette.blogspot.com/2009/10/musings-on-mesh-marketing.html>
My(PR)palette
October 29, 2009

Mesh Marketing 09 <http://jessicamuhlbier.com/?p=40>
Jessica Muhlbier
October 26, 2009

#MeshMarketing <http://candyandaspirin.blogspot.com/2009/10/meshmarketing.html>
Candy and Aspirin
October 23, 2009

Below are the links for mesh10…

Imagine checkout with cybercash <http://www.theprovince.com/life/Imagine+checkout+with+cybercash/3076690/story.html>

The Province

Matt Hartley

May 27, 2010

With backlash growing Facebook updates privacy settings <http://www.marketingmag.ca/english/news/media/article.jsp?content=20100526_170011_2964>

Marketing Magazine

Associated Press

May 27, 2010

Cash won’t be king much longer if PayPal has its way <http://www.canada.com/business/Cash+king+much+longer+PayPal/3074314/story.html>

Canada.com

Matt Hartley

May 26, 2010

Don’t like Facebook? Walk away, Cavoukian says <http://news.idg.no/cw/art.cfm?id=D63355F5-1A64-6A71-CE695E7DC84AE63C>

ComputerWorld Canada

Jennifer Kavur

May 26, 2010

Tech piracy can fuel innovation, says former pirate radio DJ <http://www.itbusiness.ca/it/client/en/home/News.asp?id=57700>

Itbusiness.ca

Nestor E. Arellano

May 26, 2010

Government 2.0 round-up at Mesh <http://www.itbusiness.ca/it/client/en/home/News.asp?id=57711&cid=6>
Itbusiness.ca
Jennifer Kavur
May 25, 2010

Cash not king <http://www.financialpost.com/story.html?id=3067430>
National Post
Matt Hartley
May 25, 2010

PayPal Wants to Be in Your TV, Your DVD Player and Your Car <http://gigaom.com/2010/05/21/paypal-wants-to-be-in-your-tv-your-dvd-player-and-your-car/>
‎GigaOm
Mathew Ingram
May 22, 2010

Catching up with Government 2.0 efforts at Mesh <http://www.itworldcanada.com/news/catching-up-with-government-2-0-efforts-at-mesh/140736>
‎ITWorld Canada
Jennifer Kavur
May 22, 2010

Meshing with the Murky Future of the Web <http://torontoist.com/2010/05/meshing_with_the_murky_future_of_the_web.php>
‎Navneet Alang
Torontoist
May 22, 2010

Don’t like Facebook? Walk away, Cavoukian says <http://www.itworldcanada.com/news/dont-like-facebook-walk-away-cavoukian-says/140716>
‎ITWorld Canada
Jennifer Kavur
May 21, 2010

Get ‘porn buddy’ to clean up your digital debris when you die <http://www.itbusiness.ca/it/client/en/home/News.asp?id=57669>

ITBusiness

Nestor E. Arellano

May 21, 2010

Justin Kozuch: first recipient of $40,000 mesh prize <http://www.techvibes.com/blog/justin-kozuch-first-recipient-of-40000-mesh-prize>

Karim Kanji

Techvibes.com

May 21, 2010

Social Media for Business 101 <http://www.itworldcanada.com/news/social-media-conference-coming-soon-to-toronto/140718>

ComputerWorld Canada

Jennifer Kavur

May 20, 2010

Mesh Conference 2010 highlights <http://www.blogto.com/tech/2010/05/mesh_conference_2010_highlights/>

blogTO

Erin Bury

May 20, 2010

How to get your startup ready for investment <http://sprouter.com/blog/how-to-get-your-startup-ready-for-investment/>

Sprouter Blog

Erin Bury

May 20, 2010

Will that be cash, cheque or PayPal? <http://www.ctv.ca/generic/generated/static/business/article1574822.html>

CTV News

Omar El Akkad

May 20, 2010

Digital professionals attend “Canada’s Web Conference” in Toronto <http://www.metronews.ca/toronto/local/article/530810–digital-professionals-attend-canada-s-web-conference-in-toronto>

Metro Toronto

Erin Bury

May 20, 2010

Will that be cash, cheque or PayPal? <http://www.theglobeandmail.com/news/technology/will-that-be-cash-cheque-or-paypal/article1574822/?cmpid=nl-tech1>

Globe and Mail

Omar El Akkad

May 20, 2010

Don’t like Facebook? Walk away, Cavoukian says <http://www.itworldcanada.com/news/dont-like-facebook-walk-away-cavoukian-says/140716?sub=1528269&utm_source=1528269&utm_medium=dailyitwire&utm_campaign=enews>

ComputerWorld Canada

Jennifer Kavur

May 20, 2010

San Dimas High School Football Rules <http://www2.macleans.ca/2010/05/20/san-dimas-high-school-football-rules/>

Macleans.ca

Andrew Potter

May 20, 2010

Mesh 2010 Brings Marketers, Developers and Entrepreneurs Together <http://www.techvibes.com/blog/mesh-2010-brings-marketers-developers-and-entrepreneurs-together>

Techvibes

Nehal Kazim

May 20, 2010

How real-time is changing everything <http://www.marketingmag.ca/english/news/media/article.jsp?content=20100519_182853_11908>

Marketing Magazine

Jeff Beer

May 20, 2010

Janice Diner tabs-in to Facebook’s possibilities <http://www.marketingmag.ca/english/news/media/article.jsp?content=20100519_183044_10316>

Marketing Magazine

Jeromy Lloyd

May 20, 2010

Make content ‘good enough to steal,’ Maggie Fox tells Mesh <http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20100519_183248_10224>

Marketing Magazine

David Brown

May 20, 2010

LinkedIn looks to avoid privacy problems <http://www.kelowna.com/2010/05/19/linkedin-looks-to-avoid-privacy-problems/>
‎Kelowna.com

May 20, 2010

Mesh 2010 <http://soldierofcode.com/2010/05/20/mesh-2010/>

Soldier of Code

May 20, 2010

Making Connections at Mesh Conference <http://www.backbonemag.com/Backblog/making-connections-at-mesh-conference.aspx>

Backbone Magazine

Glen Farrelly <http://glenfarrelly.blogspot.com/>

May 19, 2010

FP Tech Desk @ mesh2010: Why LinkedIn thinks it’s a great time to be in the marketing game <http://business.financialpost.com/2010/05/19/fp-tech-desk-mesh2010-why-linkedin-thinks-its-a-great-time-to-be-in-the-marketing-game/>
Financial Post: FPPosted

Matt Hartley

May 19, 2010

The open data dilemma <http://www.nowtoronto.com/daily/story.cfm?content=175064>

NOW Magazine

Joshua Errett

May 19, 2010

FP Tech Desk @ mesh2010: If your online marketing is good enough, people will steal it <http://business.financialpost.com/2010/05/19/fp-tech-desk-mesh2010-if-your-online-marketing-is-good-enough-people-will-steal-it/>
Financial Post: FPPosted

Matt Hartley

May 19, 2010

LinkedIn looks to avoid privacy problems <http://www.cbc.ca/technology/story/2010/05/19/linked-in-mesh-conference.html>

CBC News

Peter Nowak

May 19, 2010

LinkedIn looks to avoid privacy problems <http://sync.sympatico.ca/News/ContentPosting_CBC?newsitemid=linked-in-mesh-conference&feedname=CBC-TECH-SCIENCE-V3&show=False&number=0&showbyline=True&subtitle=&detect=&abc=abc&date=True>

Sympatico.Sync.ca (from CBC News)

Peter Nowak

May 19, 2010

mesh 2010: How social media are transforming newsrooms <http://www.digitaljournal.com/article/292231>

Digital Journal

David Silverberg

May 19, 2010

mesh 2010: Dissecting new media’s ‘fast-food content’ <http://www.digitaljournal.com/article/292233>

Digital Journal

David Silverberg

May 19, 2010

The future of payment is automated <http://www.marketingmag.ca/english/news/media/article.jsp?content=20100519_144926_11440>

Marketing Magazine

Jeff Beer

May 19, 2010

FP Tech Desk @ mesh2010: PayPal’s plan to dominate online payments <http://business.financialpost.com/2010/05/19/fp-tech-desk-mesh2010-paypals-plan-to-dominate-online-payments/>
Financial Post: FPPosted

Matt Hartley

May 19, 2010

Making Connections at Mesh Conference <http://glenfarrelly.blogspot.com/2010/05/making-connections-at-mesh-conference.html>

Webslinger blog

Glen Farrelly

May 19, 2010

Facebook privacy rules will ‘alienate’ users, expert tells Mesh <http://www.marketingmag.ca/english/news/media/article.jsp?content=20100519_145223_12284>

Marketing Magazine

David Brown

May 19, 2010

LinkedIn faces friendly flack for ignoring youth <http://www.facebook.com/#!/?sk=messages&tid=1130487599453>

Marketing Magazine

Jeromy Lloyd

May 19, 2010

How social media is transforming modern reporting <http://www.marketingmag.ca/english/news/media/article.jsp?content=20100518_174802_10284>

Marketing Magazine

Jeff Beer

May 19, 2010

Online complemented Olympic TV viewing, Alon Marcovici tells Mesh <http://www.marketingmag.ca/english/news/media/article.jsp?content=20100518_174947_1828>

Marketing Magazine

Jeromy Lloyd

May 19, 2010

Joseph Menn: Fatal System Error | Chris Thorpe: Future of Newspapers | Avril Benoit: Social Media to the Rescue <http://www.tvo.org/cfmx/tvoorg/theagenda/>

The Agenda with Steve Paikin

May 19, 2010 8:00 PM

oh yeah, my facebook page <http://ilovemediainc.com/>

ilovemediainc.com
Eryn Billings
May 18, 2010

FP Tech Desk @ mesh2010: How The Guardian is changing news by giving it away to developers <http://business.financialpost.com/2010/05/18/fp-tech-desk-mesh2010-how-the-guardian-is-changing-news-by-giving-it-away-to-developers/>
Financial Post: FPPosted

Matt Hartley

May 18, 2010

FP Tech Desk @ mesh2010: Why everyone needs to appoint a digital executor before they die <http://business.financialpost.com/2010/05/18/fp-tech-desk-mesh2010-why-everyone-needs-to-appoint-a-digital-executor-before-they-die/>
Financial Post: FPPosted

Matt Hartley

May 18, 2010

Mesh Conference Takes You Behind the Scenes on Privacy – Day 1 <http://www.techvibes.com/blog/mesh-conference-takes-you-behind-the-scenes-on-privacy-day-1>
Techvibes

Nehal Kazim

May 18, 2010

Online Privacy <http://www.tvo.org/cfmx/tvoorg/theagenda/index.cfm?page_id=3&action=blog&subaction=viewpost&blog_id=43&post_id=12605>

The Agenda Blogs

Steve Paikin

May 18, 2010

Agenda at mesh livechat: The evolution of privacy <http://www.tvo.org/cfmx/tvoorg/theagenda/index.cfm?page_id=3&action=blog&subaction=viewPost&post_id=12600&blog_id=323>

The Agenda Blogs

Mike Miner

May 18, 2010

Guardian Says It Needs to Become an Open Platform <http://gigaom.com/2010/05/18/guardian-says-it-needs-to-become-an-open-platform/>

Gigaom

Mathew Ingram

May 18, 2010

The West is “creamed” when it comes to cybercrime, says author <http://www.marketingmag.ca/english/news/media/article.jsp?content=20100518_142805_6700>

Marketing Magazine

Jeff Beer

May 18, 2010

FP Tech Desk @ mesh2010: Joseph Menn on why the West is losing the cyber security war <http://business.financialpost.com/2010/05/18/fp-tech-desk-mesh2010-joseph-menn-on-why-the-west-is-losing-the-cyber-security-war/>
Financial Post: FPPosted
Matt Hartley
May 18, 2010

Chris Thorpe tells media owners “open” is better <http://www.marketingmag.ca/english/news/media/article.jsp?content=20100518_143032_6320>
Marketing Magazine
Jeromy Lloyd
May 18, 2010

social media & user-generated content in the newsroom <http://ilovemediainc.com/>
ilovemediainc.com
Eryn Billings
May 18, 2010

Anybody going to the MESH conference? <http://www.tribemagazine.com/board/geek-computers-gaming/159902-anybody-going-mesh-conference.html>

Tribe.ca

Alex Dordevic

May 17-18, 2010

meshU Hits the Ground Running <http://www.techvibes.com/blog/meshu-hits-the-ground-running>

Techvibes

Nehal Kazim

May 17, 2010

Agenda at mesh: A look back at Agenda tech talk <http://www.tvo.org/cfmx/tvoorg/theagenda/index.cfm?page_id=3&action=blog&subaction=viewpost&blog_id=445&post_id=12596>

The Agenda Blogs

Mike Miner

May 17, 2010

Kicking things off at mesh 2010: Toronto’s tech leaders <http://www.tvo.org/cfmx/tvoorg/theagenda/index.cfm?page_id=3&action=blog&subaction=viewpost&blog_id=81&post_id=12597>

The Agenda Blogs

Mike Miner

May 17, 2010

Toronto’s mesh conference of Web start-ups, media leaders <http://www.digitaljournal.com/article/292150>

Digital Journal

David Silverberg

May 17, 2010

Making a Mesh <http://www.nowtoronto.com/news/webjam.cfm?content=175003>
NOW
Joshua Errett
May 13, 2010

Bill Buxton to keynote at meshu <http://www.stumbleupon.com/su/17VFln/techvibes.com/blog/bill-buxton-to-keynote-at-meshu>
Techvibes
Karim Kanji
May 12, 2010

Mesh Conference: Toronto, May 18th – 19th <http://www.joeydevilla.com/2010/05/12/mesh-conference-toronto-may-18th-19th/>
The Adventures of Accordion Guy in the 21st Century
Joey deVilla
May 12, 2010

Is there value in attending conferences? <http://www.theglobeandmail.com/report-on-business/your-business/start/mark-evans/is-there-value-in-attending-conferences/article1557434/>
Globeandmail.com
Mark Evans
May 5, 2010

LinkedIn VP to keynote at mesh 2010 <http://www.techvibes.com/blog/linkedin-vp-to-keynote-at-mesh-2010>

Techvibes

Karim Kanji

April 27, 2010

Scott Thompson to keynote mesh 2010 <http://www.techvibes.com/blog/scott-thompson-to-keynote-mesh-2010>

Techvibes

Karim Kanji

April 15, 2010

meshU returns to Toronto <http://www.techvibes.com/blog/meshu-returns-to-toronto>

Techvibes

Rob Lewis

March 31, 2010

5 Questions…with Mark Evans <http://www.techvibes.com/blog/5-questionswith-mark-evans>

Techvibes

Karim Kanji

February 10, 2010

meshwest

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Toronto Reference Library‎ | Bram & Bluma Appel Salon

This new location for meshmarketing offers a central location for our guests. This unique, contemporary and versatile venue is ideal for mm12. Conveniently located on the second floor of the iconic Toronto Reference Library, The Bram & Bluma Appel Salon is a vibrant new literary and cultural commons at the heart of the city.

Best news…the venue has free Wi-Fi!

meshU

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Toronto Reference Library‎ | Bram & Bluma Appel Salon

This new location for meshmarketing offers a central location for our guests. This unique, contemporary and versatile venue is ideal for mm12. Conveniently located on the second floor of the iconic Toronto Reference Library, The Bram & Bluma Appel Salon is a vibrant new literary and cultural commons at the heart of the city.

Best news…the venue has free Wi-Fi!