The new frontier for social media networks is at our fingertips.  Literally.  More and more cell phone users are switching to smart phones, giving rise to location-based mobile social networking.  While location-based applications have long been available on the shelves of the iTunes App Store, they’ve largely collected dust, lacking the bells and whistles to keep people from “checking-in” on a regular basis.

Loopt leaves much to be desired

Such was the case with Loopt, the seasoned veteran in the battle for smart phone networking app supremacy.  Introduced in 2005, Loopt relies primarily (if not solely) on the attraction of keeping tabs on your friends’ coordinates at any given time.  Later generations of the application, along with similar competitors, have imported information from Yelp or CitySearch in order to present users with a list of dining or drinking options nearby as well.

Foursquare leads the competition

Other applications have introduced new weapons in response to the primitive GPS-based technology of Loopt.  Most prominently, Foursquare challenges its network to collect points at check-ins and earn badges and mayorships, complete with scoreboards and term limits.  Now available in over 100 metropolitan areas, Foursquare is the leader of the pack in location-based mobile networking, as the application synthesizes information from Yelp and enables friends to meet-up or share tips in absentia.  Furthermore, as the size of the network has grown, so too have the number of offers and coupons up for grabs.  Even some forward-thinking bars offer a free drink to the rightful Foursquare mayor of their location.  The rapid check-in and point scoring system does have its shortcomings as well: as successful as Foursquare is in New York City, don’t hold your breath waiting for its arrival in Branson, Missouri.

New challengers offer innovation to the location-based app

Behind Foursquare stand a few guerilla insurgents aiming to displace the reigning king of location-based networks.  Buzzd is aimed at twenty-somethings, as it seeks to provide its network with the bars and clubs that are trending or popular in real-time.  Gowalla brings a populist approach to the application, allowing for users to design tours through Central Park’s main attractions or Texas BBQ pits, thus encouraging more network members to compete for notoriety and respect, rather than points.

A battle between location-based networks lies ahead, but so too do new competitors and innovations to existing networks.  As this competitor only makes applications better, location-based social networks will continue to innovate and incorporate new strategy—representing the future, portable portal to consumers.

Over the last decade, the Internet has become increasingly more interactive for its users by the year, by the month and even, by the day.  New innovations are happening constantly and it would be impossible to stay updated on them all on a regular basis (another good reason to read the IMI blog everyday!).  Today, I want to mention a relatively new phenomenon that is taking off like wildfire- website applications that allow user personalization.  And I don’t just mean custom forms that allow people to search the value of their old cars like on KelleyBlueBook.com or something; I mean true personalization with digital imagery upload- something that really hits close to home for our population’s more visual users.

So let’s start with something seasonal: Has anyone ever checked out ElfYourself.com?  On this website, users are allowed to upload pictures of themselves and four additional friends.  After the upload is complete, each of the head shots are inserted onto elf bodies, which then sing and dance to holiday themed songs.  Whereas two years you could only select one standard song, this holiday season, users have the option to select from country, disco, hip hop and more.  And now, when you’re done, you can embarrass yourself and your friends by sharing with Facebook!  It’s truly phenomenal.

But, if you’re already over the holidays and you’d prefer a blast from the past, check out YearbookYourself.com.  This website allows you to upload a head shot and after you’re done, it will place you in a persona from yearbooks of the past.  For some reason, whenever I try it, it has an uncanny ability to make me look identical to my mom.  Anyone else getting the same results?

My latest find in the interactive web arena is a site called MorphThing.com.  It would probably behoove you to check it out everyday for a good laugh when you’re in need of a smile because you never know what new morphs will be featured.  Today’s best morph was a cross of Marilyn Manson and Barack Obama.  Other featured morphs include: Brad Pitt and Angelina Jolie entitled “Brangelina,” Ben Affleck and Jennifer Lopez entitled “Bennifer,” Jessica Simpson and Dane Cook, Ashley Olsen and Mary Kate Olsen, and the list goes on.  Users can also make custom morphs and even baby morphs, which could be a very useful tool in marriage preparation (and might send some people to counseling).  Use these tools wisely!  Enjoy.

Last Saturday, on December 12th 2009, Internet Marketing Inc.’s New York City office launched its first holiday party ever.  With little under a year of existence, IMI NY has won a strong book of business and surpassed many milestones these last few months.  Partner and President, Todd Soiefer, invited the team to a holiday party to celebrate this success and ring in the new year “Internet Marketing” style.

The party was a huge success, with the attendance of several staff members- interns, developers and all.  A surprising guest appearance was made by the CEO of Internet Marketing Inc., Brent Gleeson, who is based in the San Diego office.  His arrival not only added an element of surprise, but also much entertainment as well.

The party involved a champagne toast and then a sushi dinner at New Ashiya in downtown Manhattan.  It was hard to even hear normal conversation over the continuous ruckus of laughter that practically usurped the night.  I am honestly surprised anyone had time to eat.

So you may ask: what’s my point?  It’s the small things that count.  Having a holiday party for your employees really inspires good cheer and let’s them know how much they truly are appreciated when it really counts.  If you don’t already do it, I suggest you make it your next New Years resolution- not only will good memories be shared but the team bonding is priceless.

Rodney Bradford might be the only one pleased with Facebook these days.  A perfectly timed status update from his father’s house in Harlem –  “On the phone with this fat chick…Where my IHOP?” — saved the 19 year old from prison time as his update served as his alibi for an armed robbery 12 miles away in Brooklyn.  After the DA subpoenaed Facebook records which confirmed the update was submitted from Harlem, the case was dismissed leaving Bradford a free man and demonstrating the pervasiveness of social networking sites.

Bradford’s vindication, while sensational, does not mark the first time social networking sites have been used in the courtroom or by the government.  In fact, this week consumer watchdog group Electronic Frontier Foundation (EFF) filed suit against multiple government agencies – including, but not limited to the CIA, DoD, FBI, and DEA – alleging unlawful use of social networking sites to investigate an array of crimes ranging from underage drinking to the coordination of G-20 summit protestors.

This filing follows a request for information under the Freedom of Information Act (FOIA) that was not met by multiple agencies.  The government scored a victory on the shoulders of Facebook in the case of Maxi Sopo, who was indicted for bank fraud after he failed to resist the temptation to brag about “living easy” in Cancun following the $200,000 heist.  Sopo’s downfall began with his acceptance of a friend request from a former Justice Department official.

The increased usage of social networking sites coupled with heavy government involvement, has led some to question whether Facebook and Twitter will become the new arenas for wiretap initiatives.  If so, the debate promises to be as heated as conventional wiretaps, with even the EFF acknowledging that information obtained from social networking sites is often for commendable reasons—where evidence of bank fraud is found, there too can an alibi be found.  The EFF points to a need for users to comprehend the extent of privacy rules and procedures of any social networking site in the face of government requests.

With forthcoming changes to Facebook’s privacy rules and settings, as alluded to in founder Mark Zuckerberg’s open letter to the Facebook community released earlier this week, the question of government usage of social networking sites promises to remain present and contested.

Dean Loudermilk and Ellen Albert with the Alumnae Women of Emory board

Although Dean Loudermilk still teaches the semester long class at Emory University, Social Movements and the Media (the basis for the presentation): let’s just say it wasn’t your average college class last night! We had guests from Atlanta, attendees ranging over 20 class years and even a Cornell Alum who eagerly signed up to get in on the action too. Well, seems like everyone had the right idea, as the talk was spectacular—funny, futuristic and engaging all at the same time. It seemed as if everyone was laughing on cue, but really, it was just a good speech coupled with some racy images that boasted a broad appeal.

The event, hosted on November 11th at MTV Studios by Emory Alum, Ellen Albert, was from 6:30 p.m. to 8:00 p.m., but it seemed like the crowd didn’t want to leave! We had a wonderfully diverse group of 30 guests. A surprising amount of men actually showed up to listen to the talk too, which was, even in the event description but more so in actuality, largely focused on feminism in advertising. Dean Loudermilk began by plowing through the history of various different social movements and their effect on the media, but guests became overwhelmingly engaged during the saga on feminism, which was presented in conjunction with commercials and ads. The presentation spanned the gamut of brands—beginning at Dolce & Gabbana, critiquing Virginia Slims and ending with oomph on Maidenform Bras.

At one point, an Emory Law Grad, Marni Galison, was so intrigued by an ad and Dean Loudermilk’s interpretation of it that she interrupted mid presentation to play devil’s advocate. In older Virginia Slims marketing, a lot of feminists hated the “You’ve come along way, baby” campaigns. Marni, after vehemently denying smoking, exclaimed: “Is there any cigarette ad that feminists do like?!” Her point, essentially, is that, if they inherently don’t like the product, they certainly will disapprove of the ad. But, we did see some commercials that feminists happened to be fonder of—for a sexy 45 seconds, I recommend checking out “The Diet Coke Break” on YouTube.

Regardless, thanks to Marni, the tone was set for an informative and inspiring feminist advertising debate post presentation. The group finally concluded, with Dean Loudermilk’s guidance, that feminism in advertising moves in waves and eventually always comes full circle. Last night, we learned that only 16 percent of people in senior advertising roles are women! So, who is really spurring the innovation here? Our best bet is that it stems from men in high positions with slight interferences by politics and presidential administrations. Keep your eyes peeled for the future because, just like with the Reagan and Clinton administrations, we are certain to see a new wave of advertising with the “Change” advocate, President Obama.

What do you think?!  Tell us below and check out the EAAvesdropping blog.

Oh Google, how you never cease to amaze…

Until just a few days ago, Lala was a fairly unknown online music streaming site.  Since its 2006 launch, the site has experienced growth rates far inferior to other music sites like Myspace and Pandora.  That is, until a partnership with Google suddenly moved their company into the everyday internet vocabulary.

Try this: type in a band or song name into the Google search box, and check out the first results that come up.  Rather than directing you to Myspace or the band’s official website,  you can now listen to the entire song, for free, with one click.  For example, if you were to type in the up-and-coming band The xx into the box, your results would look like this:

The first time you listen, the service costs you nothing; for every time after that, it’s a nominal fee of $.10.  Add this to the laundry list of Google’s cutting-edge innovations like Google Voice, Google Wave, and the Android phone, that have all recently been released.

Also, keep a lookout for a new Lala iPhone application, which will allow music streaming similar to the online model: free for the first listen, $.10 per every future listen .  Rumor has it the app will be available mid-November, and likely with a very high demand.

…let’s just say we’re in la-la-love.

Last week, the FTC (Federal Trade Commission) announced a new set of rules to govern bloggers with a connection to any company selling a product they are writing about. So, how far will the government go?  Right now, it’s unclear, but the guidelines could extend to regulate posts people make on Facebook and other social networking sites.

So what does this mean for our 1st amendment rights?
•    The government will have the ability to further dictate the parameters of individual communication via the Internet.
•    Several new questions arise about what exactly constitutes blogola and disclosure. (For those unblog-savvy types, “blogola” refers to posts made by bloggers who have been given some sort of incentive to post about a product.)  Should the disclosure be written in the post or can it be in the bloggers “about me” page? Is blogola really that different than traditional forms of advertisement and promotion?

However, here at IMI, we do believe that there are two sides to every story:

•    Libel is illegal. Defamation is illegal. Do they still happen frequently?  Yes.  Do they happen on the Web?  Way too often, but it’s not rigorously regulated online at the moment.  These new regulations will hold people responsible for their blog posts, which is a logical extension of current laws surrounding these concepts.
•    Has anyone ever posted anything nasty about you or someone you know on ripoffreport.com, juicycampus.com, etc.?  These sites continue to pop up every day, constantly grow in usage and exposure, and have significantly injured the reputations and careers of many.

So, what’s fair?  What do YOU think?  We’re interested, let us know…

Interested in taking your social media marketing capaign to the next level?  You can gain a vast amount of momentum through traditional social media marketing methods and frankly it is best to start with the basics anyway.  However, once you have an engaged audience, what is the next step?  With a great foundation set and a loyal and engaged audience behind you, you can execute a wide variety of marketing, promotional, and brand building strategies.   So how do you do this?

There are a wide variety of open source applications for promotions, events, fundraising, non-profit causes, etc.  But if you really want to personalize your brand’s social engagement, it should be done using customized social media technology such as Facebook applications and widgets for mobile devices.

Promotional FaceBook applications are designed to engage users, create a fun and “viral” tool that can be shared, and increase the fan base (i.e. you must become a fan to enter the “Video Contest”.  Here is an example of a FaceBook application we built for Hilton Hotels’ Video Vacation Contest where contestants must become a fan and then may upload videos nominating themsleves or friends/family to win a Mexico vacation.  It creats a fun way to involve the fan base and encourage them to “share” the contest opportunity with others.

And then there is mobile marketing and widgets for mobile devices.  Providing your audience with apps and widgets to download is a great added value to any social media campaign.  The audience that accesses their social networks via their mobile device is growing exponentially.  eMarketer projects that mobile social network users worldwide will climb from 243 million in 2009 to 803 million in 2012!  Internet marketing takes on many different forms but unless your brand is at least aware of the opportunities for social and mobile engagement, you are leaving money on the table!

Marketing is a very important and specialized element to growing a business and differentiating yourself from the competition.  I didn’t used to think so.  My background is originally in finance.  I used to think marketing was just some common sense piece of the puzzle that any intern could handle.  Boy was I wrong.  Much of the “wisdom” I now have comes from making mistakes and following the wrong instincts. 

Being in the Internet Marketing business, I have also spent time analyzing other companies and reviewing their internal strategies from the outside looking in.  This exercise has lead me to gain a more keen understanding of how some of the seemingly “best” mid to large size companies out there completely miss the mark when it comes to marketing.  Here are some basic things that business owners should avoid:

The Good Old Marketing Fallback:  Maybe you used a specific marketing strategy 5 to 10 years ago and it worked very well to drive leads and sales.  Maybe you haven’t even really used “marketing” in years because times have been great and all your business comes to you.  But now times are tough and you realize you need to reach out to your customers more.  Their behavior seems different.  They are price comparing and actually seeking opportunties outside of your brand.  Looks like its time to turn on the marketing again, right? 

In this situation, business owners often revert back to the same strategy they used years ago.  Just because direct mail and billboards did wonders 10 years ago does not mean that you should use the same marketing plan.  Design a plan that will define and address immediate business goals.  If you do not have the in-house expertise to put this together, seek advice from colleagues that have a more current marketing plan to see whats working.  Doing a competitive analysis will also give you great insight into what others are doing to drive new business.  Don’t however make the mistake of assuming your competition is getting it right either.

Branding and Creating “Awareness”:  I have seen some business owners who seem satisfied with their marketing plan because THEY see their ads and assume everyone else is seeing them too.  Not only do they assume that others take notice but they assume that others are responsive to the message.  This can be referred to as “ego” driven marketing.  A business owner should never assume their big billboard ads and fancy print ads are channeling new business.  This was easier to get away with in a good economy.  Owners did not scrutinize marketing dollars as much and therefore assumed their expensive print ads had something to do with their sales.  Maybe they did, but maybe not…how would they know.  How can you truly measure an ad campaign like that? 

As business owners wise up and move away from startegies that are not measurable, they seek more cost effective methods that can be supported by true analytics.  Enter Internet marketing and online media.  Marketing is much more that creative brand awareness.  Your loyal customers are most likely aware of your competition, but something called them to choose you and something is keeping them loyal to your brand.  Do you know what that is?  You are doing something right, just make sure you know what it is and how to translate that into a marketing plan.

Push Advertising:  Push advertising and messaging is alright as long as it is combined with true inbound marketing.  Inbound marketing, or better yet, inbound Internet marketing, is about getting your prospective customers to come to you.  Consumers are constantly expsoed to media of all kinds and therefore we must stay on top of the methods that are curently working to engage people and build trust. 

Consumer behavior has changed in large part to the economic conditions.  People want to trust the brands they surround themsleves with.  They want transparency and honesty.  They don’t want to just hear your pitch anymore.  They will seek out the truth by asking their peers, going to their online social networks, or looking at rating and review sites.  Great online inbound marketing starts with SEO, blogging and social media.  These elements build online visibility and better yet trust among your audience.

Hiring a Consultant too Soon:  It is common for large brands to have a full inhouce marketing team.  But is the team really on the same page and using the same strategy?  Big companies will sometimes have an Internet marketing team, a PR team, and content team, and a general marketing team.  It is quite common for the PR team to have no idea what the Internet marketing team is doing.  When things are disjointed like this, it is best to put an internal communication plan together before bringing in an outside consultant.  This will ensure that there is a team working towards the same goal when new marketing plans are put in place. 

Planning without Analyzing:  There is no point in putting a plan together that will most likely cost you a lot of money if you haven’t really analyzed the problems.  Business owners need to define the true goals behind what they are trying to accomplish because it will affect how a great Internet marketing strategy is built.  For example, search engine optimization isn’t just about going after keywords you think are relevant to your industry or terms you see your competition showing up for.  It takes many factors into account that include basic marketing, customer behavior, competition, business goals, financial goals, conversions, etc.  Spend the appropriate time analyzing the situation before design the marketing plan.  It will save you money in the long run.

This video is the first in a regular series of SEO segments from our All Things Online video blog. Internet Marketing Inc. SEO Director Michael Martin gives an update about the Search Marketing Expo (SMX East) next week in New York where he will be speaking about Mobile search applications.