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LINGUISTIC MYTHBUSTING
The Fake Language of the Web




                               #LINGMYTH
A LITTLE INTRODUCTION

How do the words we use affect the
  understanding of technology?




                                #LINGMYTH
PANELISTS
Peter Imbres – VP Strategy at Plattion, @peeta
Adam Ostrow – Editor in Chief at Mashable, @adamostrow
Augie Ray – Executive Director of Community and
Collaboration at USAA, @AugieRay
Spike Jones – SVP Customer Experience at Fleishman-
Hillard, @spikejones



                                                  #LINGMYTH
“VIRAL”

          #LINGMYTH
VIRAL

“...to achieve marketing objectives (such as product
sales) through self-replicating viral processes,
analogous to the spread of viruses or computer
viruses.” - Wikipedia




                                                #LINGMYTH
Views (% Total)   Minutes (% Total)


      55.5%




                43.0%

                                 38.7%




                        21.0%                     21.6%

                                                           16.5%




                                                                               0.4%   0.5%            1.4%      1.3%

       Direct Traffic    Blogs / Other            Search Engine          Social Bookmarking Site   Social Networking Site




Video discovery: user-generated video sharing sites only
             (sample: 716 million streams)
“ROI”

        #LINGMYTH
“BLOG”

         #LINGMYTH
BLOG
“I don’t like to read the blogs. I think a lot of those
people are mentally ill.”
 - Bill O’Reilly
“Dust flying — Cheeto dust flying all over. They’re
wiping it on their bare chest while their underwear —
you know, their Hanes.”
 - Joe Scarborough


                                                    #LINGMYTH
BUT WHAT IS A BLOG?




                      #LINGMYTH
“SOCIAL BUSINESS”

                    #LINGMYTH
SOCIAL BUSINESS
Marketing
New Marketing
Advertising
New Media
Public Relations
Communications/Public Relationships
Social Media
Social Business


                                      #LINGMYTH
“BUZZ”

         #LINGMYTH
BUZZ
“Among the pure-online players, Groupon took the
top spot, capturing 10.5% of total Super Bowl
marketing buzz the day after the game, three times
the buzz of GoDaddy, which had the largest increase
in web traffic.” - Nielsen




                                              #LINGMYTH
“BE HUMAN”

             #LINGMYTH
“CLOUD”

          #LINGMYTH
CLOUD
“A thoughtful analysis of this would reveal that this
idea has been with us for many decades. I think the
venture capitalists like the expression ‘software-as-
a-service’, because it paints a new-age label on an
old technique. You can hype your market value that
way because you are part of the next wave.”
 - IBM Software Chief Steve Mills



                                                #LINGMYTH
“COMMUNITY”

              #LINGMYTH
COMMUNITY

Gatherings
Hubs
Meeting places




                             #LINGMYTH
VOTING
Text 22333 or @poll on Twitter
Viral - 75501
ROI - 75502
Blog - 75561
Social Business - 75562
Buzz - 75565
Be Human - 75591
Cloud - 75593
Community - 75594


                                 #LINGMYTH
RESULTS
THANKS
  Peter Imbres @peeta
Adam Ostrow @adamostrow
  Augie Ray @augieray
 Spike Jones @spikejones


                           #LINGMYTH

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LINGUISTIC MYTHBUSTING EXAMINES TECH MARKETING TERMS

  • 1. LINGUISTIC MYTHBUSTING The Fake Language of the Web #LINGMYTH
  • 2. A LITTLE INTRODUCTION How do the words we use affect the understanding of technology? #LINGMYTH
  • 3. PANELISTS Peter Imbres – VP Strategy at Plattion, @peeta Adam Ostrow – Editor in Chief at Mashable, @adamostrow Augie Ray – Executive Director of Community and Collaboration at USAA, @AugieRay Spike Jones – SVP Customer Experience at Fleishman- Hillard, @spikejones #LINGMYTH
  • 4. “VIRAL” #LINGMYTH
  • 5. VIRAL “...to achieve marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses.” - Wikipedia #LINGMYTH
  • 6. Views (% Total) Minutes (% Total) 55.5% 43.0% 38.7% 21.0% 21.6% 16.5% 0.4% 0.5% 1.4% 1.3% Direct Traffic Blogs / Other Search Engine Social Bookmarking Site Social Networking Site Video discovery: user-generated video sharing sites only (sample: 716 million streams)
  • 7. “ROI” #LINGMYTH
  • 8. “BLOG” #LINGMYTH
  • 9.
  • 10. BLOG “I don’t like to read the blogs. I think a lot of those people are mentally ill.” - Bill O’Reilly “Dust flying — Cheeto dust flying all over. They’re wiping it on their bare chest while their underwear — you know, their Hanes.” - Joe Scarborough #LINGMYTH
  • 11. BUT WHAT IS A BLOG? #LINGMYTH
  • 13.
  • 14. SOCIAL BUSINESS Marketing New Marketing Advertising New Media Public Relations Communications/Public Relationships Social Media Social Business #LINGMYTH
  • 15.
  • 16. “BUZZ” #LINGMYTH
  • 17. BUZZ “Among the pure-online players, Groupon took the top spot, capturing 10.5% of total Super Bowl marketing buzz the day after the game, three times the buzz of GoDaddy, which had the largest increase in web traffic.” - Nielsen #LINGMYTH
  • 18.
  • 19. “BE HUMAN” #LINGMYTH
  • 20. “CLOUD” #LINGMYTH
  • 21. CLOUD “A thoughtful analysis of this would reveal that this idea has been with us for many decades. I think the venture capitalists like the expression ‘software-as- a-service’, because it paints a new-age label on an old technique. You can hype your market value that way because you are part of the next wave.” - IBM Software Chief Steve Mills #LINGMYTH
  • 22.
  • 23.
  • 24. “COMMUNITY” #LINGMYTH
  • 25.
  • 26.
  • 27.
  • 29. VOTING Text 22333 or @poll on Twitter Viral - 75501 ROI - 75502 Blog - 75561 Social Business - 75562 Buzz - 75565 Be Human - 75591 Cloud - 75593 Community - 75594 #LINGMYTH
  • 31. THANKS Peter Imbres @peeta Adam Ostrow @adamostrow Augie Ray @augieray Spike Jones @spikejones #LINGMYTH