What’s on tap for mesh?
Inspired. Informative. Thought-provoking. Great Networking Opportunities. Shared insights.
To learn more about what you’ll be talking about at mesh, please check out the schedule.
In the News
We’re thought-leaders. On innovation. On the importance of entrepreneurs in building the Canadian knowledge economy. On technology and where it’s headed.
See what people are saying about MaRS, our clients and our tenants. Here’s a selection of media coverage from across Canada and around the world.
2012
www.techvibes.com/blog/canadian-startups-share-stories-of-success-and-failure-at-mesh-2012-2012-05-25
www.techvibes.com/blog/do-canadians-need-an-information-diet-clay-johnson-on-information-malnutrition-2012-05-25
www.techvibes.com/blog/google-becoming-irrelevant-social-search-to-own-70-of-searching-by-2013-2012-05-25
www.digitaljournal.com/article/323966
www.digitaljournal.com/article/323970
www.digitaljournal.com/article/325316
www.digitaljournal.com/article/325318
www.digitaljournal.com/article/325321
blogs.itbusiness.ca/2012/05/psst-top-startup-secrets-revealed-at-mesh-conference-2012/
martinwaxman.com/2012/05/25/degrees-of-mesh-the-conference-as-education/
business.financialpost.com/2012/05/23/torontos-mesh-conference-explores-interactions-in-tech-internet/
2011
2010
<www.itworldcanada.com/news/catching-up-with-government-2-0-efforts-at-mesh/140736>
Further evidence on how the online and private truly MESH
Kristen Yates
Privacy Commissioner of Canada
April 15, 2009
blog.privcom.gc.ca/index.php/2009/04/15/further-evidence-on-how-the-online-and-the-private-truly-mesh/
Touching donation – Ontario College gets Microsoft Surface unit
Brian Jackson
ITBusiness.ca
April 15, 2009
www.itbusiness.ca/it/client/en/home/News.asp?id=52798
Is technology creating a generation of social morons?
Claude @ MaRS
MaRS Blog
April 15, 2009
blog.marsdd.com/2009/04/15/is-technology-creating-a-generation-of-social-morons/
Twitter, Pheromones and Collaboration
Daniel Rose
Omakase Group
April 14, 2009
www.omakasegroup.com/blog/archives/412
Les medias sociaux sous-utilises
Johanna Pons
Infopresse
April 14, 2009
www2.infopresse.com/blogs/actualites/archive/2009/04/14/article-30741.aspx
Toronto transit riders will be able to track bus locations on cell phones
Michelle MacLeod
ITBusiness.ca
April 14, 2009
www.itbusiness.ca/it/client/en/home/News.asp?id=52767
Turning a College Lecutre into a Conversation with CoverItLive
Alfred Hermida
MediaShift @ PBS
April 13, 2009
www.pbs.org/mediashift/2009/04/turning-a-college-lecture-into-a-conversation-with-coveritlive103.html
Hyper-local blogs getting more powerful, filling in mainstream gaps
David Silverberg
Digital Journal
April 11, 2009
www.digitaljournal.com/article/270720
Citizen journalism and the uncertain future of news
David Silverberg
Digital Journal
April 11, 2009
www.digitaljournal.com/article/270673
The new media initiatives behind Toronto’s mesh conference
Moments in Time
April 11, 2009
timeinmoments.wordpress.com/2009/04/11/the-new-media-initiatives-behind-torontos-mesh-conference/
Twittermania takes over MESH 09
Marc Saltzman
Sync Blog
April 10, 2009
www.sync-blog.com/sync/2009/04/twittermania-takes-over-mesh-09.html
Audio: mesh 2009: Brands in online communities and boring corporate blogs
Bryan Person
Social Voice by Live World
April 10, 2009
socialvoice.liveworld.com/blog-entry/Bryan-Persons-Blog/Audio-Mesh-2009/1100000764
My Keynote At Mesh: Growing Communities And Adding True Scarcities
Mike Masnick
TechDirt
April 10, 2009
www.techdirt.com/articles/20090410/1359174465.shtml
Seesmic-TweetDeck Battle Heats Up
Mark Evans
Twitterati
April 9, 2009
www.twitterrati.com/2009/04/09/seesmic-tweetdeck-battle-heats-up/
It bears repeating: The best events are social beyond the walls
“Toodles”
Tips from the T-List
April 9, 2009
www.tipsfromthetlist.com/article10498.html
Why IT managers get left out of the MESH
Shane Schick
IT World Canada Blog
April 9, 2009
blogs.itworldcanada.com/shane/2009/04/09/why-it-managers-get-left-out-of-the-mesh/
Mesh, Media, and Miller
Jaime Woo
Torontoist
April 9, 2009
torontoist.com/2009/04/mesh_media_and_the_miller.php
Mike McDerment Interview
Laurie Langcastor
CJOB Winnipeg
April 9, 2009
Word of Mouth is an Process, a Practice, a Culture or an Outcome – Yes
Sean Moffitt
Buzz Canuck
April 9, 2009
buzzcanuck.typepad.com/agentwildfire/2009/04/word-of-mouth-is-an-process-a-practice-a-culture-or-an-outcome-yes.html
It bears repeating: The best events are social beyond the walls
Tips from the T-List
April 9, 2009
www.tipsfromthetlist.com/article10498.html
Toronto Opens Up
Jesse Brown
CBC.ca
April 9, 2009
www.cbc.ca/searchengine/blog/2009/04/toronto_opens_up.html
City of Toronto to Launch Transparency in Government Website
Michael Geist
MichaelGeist.ca
April 9, 2009
www.michaelgeist.ca/content/view/3841/196/
How Does Twitter Relate to Food?
Jess Bennett
Sift, Dust and Toss
April 9, 2009
siftdustandtoss.blogspot.com/2009/04/how-does-twitter-relate-to-food.html
Mesh ’09: Gabe Rivera (Founder, Techmeme) on ‘Future of News’
Varun Mathur
TechVibes
April 9, 2009
www.techvibes.com/blog/mesh-09-gabe-rivera-founder-techmeme-on-future-of-news
Mesh ’09: Candid interviews with David Crow and GrowthWorks
Varun Mathur
TechVibes
April 9, 2009
www.techvibes.com/blog/mesh-09-candid-interviews-with-david-crow-and-growthworks
Media minds mesh at web conference
Melita Kuburas
Media in Canada
April 9, 2009
www.mediaincanada.com/articles/mic/20090409/meshconference.html
Canadian rock singer Usher-ing new online community for musicians (INCLUDES VIDEO)
Brian Jackson
ITBusiness.ca
April 9, 2009
www.itbusiness.ca/it/client/en/home/News.asp?id=52748
City of Toronto To Launch Transparency in Government Website
Michael Geist
Michael Geist Blog
April 9, 2009
www.michaelgeist.ca/content/view/3841/196/
Mesh Survival Kit
Travis St. Denis
Picture a Day
April 8, 2009
picperdiem.blogspot.com/2009/04/mesh-survival-kit.html
Toronto opens up
Jesse Brown
Search Engine Blog – CBC.ca
April 8, 2009
www.cbc.ca/searchengine/blog/2009/04/toronto_opens_up.html
The Human Strain: Note from Mesh’s “Future of News” panel
Craig Silverman
Columbia Journalism Review
April 8, 2009
www.cjr.org/behind_the_news/the_human_strain.php
Unsure about social media value? Look at the competition, Bough tells mesh
Marketing
Jeromy Lloyd
April 8, 2009
www.marketingmag.ca/english/news/media/article.jsp?content=20090408_142807_5180
@MayorMiller goes to Mesh
Marc Weisblott
eye Weekly
April 8, 2009
www.eyeweekly.com/blog/scrollingeye/article/57449
Enmeshed in Toronto
Darren Barefoot
Darrenbarefoot.com
April 8, 2009
www.darrenbarefoot.com/archives/2009/04/enmeshed-in-toronto.html
Mesh Conference
David Canton
Slaw.ca
April 8, 2009
www.slaw.ca/2009/04/08/mesh-conference/
Mesh Day 1 – Too Wired
Webslinger
Glen Farrelly
April 8, 2009
glenfarrelly.blogspot.com/2009/04/mesh-day-1-too-wired.html
“betbot” Makes the Dick Tweet of the Mesh Conference
Joey DeVilla
JoeyDeVilla.com
April 8, 2009
www.joeydevilla.com/2009/04/08/betbot-makes-the-dick-tweet-of-the-mesh-conference/
Michael Masnick at #Mesh09
“Toodles”
Tips from the T-List
April 8, 2009
www.tipsfromthetlist.com/article10407.html
Mesh Day 1 – Too Wired
Glen Farrelly
Backbone Blog
April 8, 2009
www.backbonemag.com/Backblog/1_04080901.asp
Stuart MacDonald Interview
Nancy Bilson
CBC News Today
April 8, 2009
Bootstrapping a Startup @ mesh09
Jonathan Keebler
Scribblelive.com
April 8, 2009
mesh.scribblelive.com/Event/Bootstrapping_a_Startup__mesh09?Page=0
Managing Personas Online
Jonathan Keebler
Scribblelive.com
April 8, 2009
mesh.scribblelive.com/Event/Managing_Personas_Online?Page=0
Keynote with David Miller @ mesh09
Jonathan Keebler
Scribblelive.com
April 8, 2009
mesh.scribblelive.com/Event/Keynote_with_David_Miller__mesh09?Page=0
Keynote with Bonin Bough @ mesh09
Jonathan Keebler
Scribblelive.com
April 8, 2009
mesh.scribblelive.com/Event/Keynote_with_Bonin_Bough__mesh09?Page=0
Keynote with Howard Lindzon and Paul Kedrosky @ mesh09
Jonathan Keebler
Scribblelive.com
April 8, 2009
mesh.scribblelive.com/Event/Keynote_with_Howard_Lindzon_and_Paul_Kedrosky__mesh09?Page=0
Mesh Conference ’09 Day One Recap
Jonathan Kochis
Pears + Eggs
April 8, 2009
pearsandeggs.com/?p=56
Social Media Won’t Kill TV
Travis St.Denis
No One Likes a Smart Ass
April 8, 2009
terrorinthenight.blogspot.com/2009/04/social-media-wont-kill-tv.html
Mesh 09: Day 2 Keynotes
Simon Cohen
Sync Blog
April 8, 2009
www.sync-blog.com/sync/2009/04/mesh-09-day-2-keynotes.html
David Usher: Making music the social media way
Gillian Shaw
The Vancouver Sun
April 7, 2009
communities.canada.com/vancouversun/blogs/techsense/archive/2009/04/07/david-usher-making-music-the-social-media-way.aspx
Mesh ‘09
Mike Miner
The Agenda with Steve Paikin – TVO.org
April 7, 2009
www.tvo.org/cfmx/tvoorg/theagenda/index.cfm?page_id=3&action=blog&subaction=viewpost&blog_id=81&post_id=9948&CFID=1889302&CFTOKEN=57963147
Step Three: Profit?
Paul Jay
CBCNews.ca
April 7, 2009
www.cbc.ca/technology/technology-blog/2009/04/step_three_profit.html
The Tweet-able keynote speaker
Paul Jay
CBCNews.ca
April 7, 2009
www.cbc.ca/technology/technology-blog/2009/04/the_tweetable_keynote_speaker.html
Masnick on movie copyright: Yes, Fox outfoxed itself
Paul Jay
CBCNews.ca
April 7, 2009
www.cbc.ca/technology/technology-blog/2009/04/masnick_on_movie_copyright_yes.html
Mike Masnick: Online marketing is all about attention and access
Paul Jay
CBCNews.ca
April 7, 2009
www.cbc.ca/technology/technology-blog/2009/04/mike_masnick_online_marketing.html
Profile: MESH Conference
Greg Hebert
CFRA Business @ NightB
April 7, 2009
Masnick kicks off mesh with embrace ‘free riders’ message
Marketing and Marketing Daily
Matt Semansky
April 7, 2009
www.marketingmag.ca/english/news/media/article.jsp?content=20090407_143719_1864
Mesh Conference 09 – Parts 1, 2 and 3
Mike McNulty
IslandMike
April 7, 2009
brazilmike.blogspot.com/2009/04/mesh-conference-2009-part-1.html
brazilmike.blogspot.com/2009/04/mesh-conference-2009-part-2.html
brazilmike.blogspot.com/2009/04/mesh-conference-2009-part-3.html
Open Government Workshop
Michael De Monte
Scribblelive.com
April 7, 2009
mesh.scribblelive.com/Event/Using_Social_Media_for_Social_Change_
The Future of News @ mesh09
Jonathan Keebler
Scribblelive.com
April 7, 2009
mesh.scribblelive.com/Event/The_Future_of_News__mesh09?Page=0
Hyper-local media: Does It Work? @ mesh09
Jonathan Keebler
Scribblelive.com
April 7, 2009
mesh.scribblelive.com/Event/Hyper-local_media_Does_It_Work__mesh09?Page=0
David Usher talks with Mark Evans @ mesh09
Jonathan Keebler
Scribblelive.com
April 7, 2009
mesh.scribblelive.com/Event/David_Usher_talks_with_Mark_Evans?Page=0
Keynote with Jessica Jackley (Kiva.org) @ mesh09
Jonathan Keebler
Scribblelive.com
April 7, 2009
mesh.scribblelive.com/Event/Keynote_with_Jessica_Jackley?Page=0
Keynote with Mike Masnick @ mesh09
Jonathan Keebler
Scribblelive.com
April 7, 2009
mesh.scribblelive.com/Event/Keynote_with_Mike_Masnick__mesh09?Page=0
MESH 09: Live blogging on Using the Web for Good
Marc Saltzman
Sync Blog
April 7, 2009
www.sync-blog.com/sync/2009/04/mesh-09-live-blogging-on-using-the-web-for-good.html
Social media is the focus at Mesh 09
Simon Cohen
Sync Blog
April 7, 2009
www.sync-blog.com/sync/2009/04/social-media-is-the-focus-at-mesh-09.html
MESH ’09: Live blogging on The Nuts and Bolts of iTunes
Marc Saltzman
Sync Blog
April 7, 2009
www.sync-blog.com/sync/2009/04/mesh-09-live-blogging-on-the-nuts-and-bolts-of-itunes.html
Mesh ’09: Live blogging from David Usher chat
Marc Saltzman
Sync Blog
April 7, 2009
www.sync-blog.com/sync/2009/04/mesh-09-live-blogging-from-david-usher-chat.html
Mesh09 Kicks Off in Toronto
TorBjorn Zetterlund
April 6, 2009
torbjornzetterlund.com/home/mesh09-kicks-off-in-Toronto-.html
The future of Web and media
Matt Hartley
Globe and Mail
April 6, 2009
www.theglobeandmail.com/servlet/story/RTGAM.20090406.wgtmeshblog0406/BNStory/Technology/home
Fox outfoxes itself
Paul Jay
CBCNews.ca
April 6, 2009
www.cbc.ca/technology/technology-blog/2009/04/fox_outfoxes_itself.html
Boiling the frog: how to get everyone else as excited about your ideas as you are
Jonathan Keebler
Scribblelive.com
April 6, 2009
mesh.scribblelive.com/Event/Boiling_the_frog_how_to_get_everyone_else_as_excited_about_your_idea_as_you_are?Page=0
Segmentation, Positioning and Storytelling: How a Smart Market Strategy can Drive Growth
Michael De Monte
Scribblelive.com
April 6, 2009
mesh.scribblelive.com/Event/Segmentation_Positioning_and_Storytelling_How_a_Smart_Market_Strategy_Can_Drive_Growth
Mesh09 – Is That An iPhone In Your Pocket?
Andre
Scribblelive.com
April 6, 2009
mesh.scribblelive.com/Event/Mesh09_-_Is_That_An_iPhone_In_Your_Pocket?Page=0
On Responsiveness: the Perception of Speed in Web Application
Jonathan Keebler
Scribblelive.com
April 6, 2009
mesh.scribblelive.com/Event/On_Responsiveness_the_Perception_of_Speed_in_Web_Applications
Lessons Learned: How I founded, boostrapped, grew and sold my web startup
Jonathan Keebler
Scribblelive.com
April 6, 2009
mesh.scribblelive.com/Event/Lessons_learned_How_I_founded_bootstrapped_grew_and_sold_my_web_startup
Experiments on selling agile development projects. Are Estimate the new ‘Spec’?
Jonathan Keebler
Scribblelive.com
April 6, 2009
mesh.scribblelive.com/Event/Experiments_on_selling_agile_development_projects_Are_Estimates_the_new_Spec
Event-Driven ArchitecturesB
Jonathan Keebler
Scribblelive.com
April 6, 2009
mesh.scribblelive.com/Event/Event-Driven_Architectures?Page=0
Value Judgements in Interface Design @meshu09
Michael De Monte and Andre
Scribblelive.com
April 6, 2009
mesh.scribblelive.com/Event/Value_Judgements_in_Interface_Design5
Mesh ’09: Live coverage
Simon Cohen
Sync Blog
April 6, 2009
www.sync-blog.com/sync/2009/04/mesh-09-live-coverage.html
Torontoist will Mesh You Up
Torontoist
April 6, 2009
torontoist.com/2009/04/torontoist_will_mesh_you_up.php
Speaking at Mesh ’09 – Canada’s Leading Web Conference
George Tsiolis
Small & Micro Cap 2.0
April 6, 2009
blog.agoracom.com/2009/04/06/speaking-at-mesh-09-canada%E2%80%99s-leading-web-conference/
The Morning After Mesh: A Third Tuesday Social Media Breakfast with Bryan Person
Joseph Thornley
ProPR
April 6, 2009
propr.ca/2009/the-morning-after-mesh-a-third-tuesday-social-media-breakfast-with-bryan-person/
Mesh Conference 2009
FredBrunel.com
April 5, 2009
fredbrunel.com/journal/2009/04/mesh-conference-2009/
Mesh promises help for Web newbies and vets alike
Marketing and Marketing Daily
Matt Semansky
April 3, 2009
www.marketingmag.ca/english/news/media/article.jsp?content=20090403_144413_5740
ScribbleLive Schwag @ Mesh 09
ScribbleLive Official Blog
April 2, 2009
blog.scribblelive.com/2009/04/scribblelive-shwag-mesh-09/
Mesh 09 Bootstrapping a Startup panel
Michael O’Connor Clarke
Uninstalled
April 2009
michaelocc.com/2009/04/mesh-09-bootstrapping-startup-panel.html
Have you registered for Mesh 2009? Canada’s web conference begins April 7th
TechSMB
March 30, 2009
www.techsmb.ca/blog/2009/03/have-you-registered-for-mesh-2009-canadas-web-conference-begins-april-6th/
Behind the Scenes Look at Mesh ‘09
TechVibes
March 28, 2009
www.techvibes.com/blog/behind-the-scenes-preparations-for-mesh-09
Free meshU Workshop Tickets
WebDesignerWall
March 26, 2009
www.webdesignerwall.com/general/free-meshu-workshop-tickets/
What’s happening in the next two weeks
mediacampathens.wordpress.com
March 26, 2009
mediacampathens.wordpress.com/2009/03/26/whats-happening-in-the-next-two-weeks/
Upcoming Web 2.0 conferences
Posted by Sacha Chua
Sachachua.com
March 25, 2009
sachachua.com/wp/2009/03/25/upcoming-web-20-conferences/
The daily grind
Brandinfiltration.com
Posted by Nathan
March 25, 2009
www.brandinfiltration.com/dailygrind/2009/03/25/win-student-tickets-to-mesh/
Why Coasters Should Go To #mesh09
Posted by Crew in Meatspeace
DREWMACK.COM
March 24, 2009
drewmack.com/2009/03/24/why-coasters-should-go-to-mesh09/
ScribbleLive + mesh09 – liveblogging BFFs
Jonathan Keebler
Keebler/Blog
March 23, 2009
www.keebler.net/blog/2009/03/21/scribblelive-mesh09-liveblogging-bffs/
MeshU/StartupNorth party – April 6 2009
Startupnorth.ca
Posted by Jevon MacDonald
March 23, 2009
www.startupnorth.ca/2009/03/23/meshustartupnorth-party-april-6-2009/
ScribbleLive + mesh09 = liveblogging BFFs
Keebler/Blog
Keebler.net
March 21, 2009
www.keebler.net/blog/2009/03/21/scribblelive-mesh09-liveblogging-bffs
Do you Kiva?
Markfaul.ca
March 20, 2009
markfaul.ca/2009/03/20/do-you-kiva
Where will you be this year?
Posted by Dave Fleet
davefleet.com
March 17, 2009
davefleet.com/2009/03/upcoming-speaking-gigs
All Sorts of Goings-On This Week
Posted by Joey deVilla
globalnerdy.com
March 17, 2009
www.globalnerdy.com/2009/03/17/all-sorts-of-goings-on-this-week/
2011
<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>
<business.financialpost.com/2011/11/14/klouts-privacy-challenges-grow-in-step-with-influence/> . Our friend Brian Jackson at ITbusiness.ca <ITbusiness.ca> <ITbusiness.ca> has also run an interview with Joe Fernandez here <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 <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 <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
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 <www.mondoville.com/2009/10/mesh-marketing/>
Mondoville
October 22, 2009
Musings on meshmarketing <martinspalette.blogspot.com/2009/10/musings-on-mesh-marketing.html>
My(PR)palette
October 29, 2009
Mesh Marketing 09 <jessicamuhlbier.com/?p=40>
Jessica Muhlbier
October 26, 2009
#MeshMarketing <candyandaspirin.blogspot.com/2009/10/meshmarketing.html>
Candy and Aspirin
October 23, 2009
Below are the links for mesh10…
Imagine checkout with cybercash <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 <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 <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 <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 <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 <www.itbusiness.ca/it/client/en/home/News.asp?id=57711&cid=6>
Itbusiness.ca
Jennifer Kavur
May 25, 2010
Cash not king <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 <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 <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 <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 <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 <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 <www.techvibes.com/blog/justin-kozuch-first-recipient-of-40000-mesh-prize>
Karim Kanji
Techvibes.com
May 21, 2010
Social Media for Business 101 <www.itworldcanada.com/news/social-media-conference-coming-soon-to-toronto/140718>
ComputerWorld Canada
Jennifer Kavur
May 20, 2010
Mesh Conference 2010 highlights <www.blogto.com/tech/2010/05/mesh_conference_2010_highlights/>
blogTO
Erin Bury
May 20, 2010
How to get your startup ready for investment <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? <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 <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 cas