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