For the developers among us, we recently launched the monthly Hack Deploy Scale tech talk series.
Our first official speaker was Dave Pacheco of Joyent, talking about how Joyent uses node.js in production.
Our thanks to Dave and Joyent for a great talk.
Don’t see a video above? Watch on YouTube
See more photos from the event
December 2, 2013 - 3 months ago
With an IPO looming, Twitter has a big road ahead.
In conversation with Betty Liu of Bloomberg’s “In the Loop at the Half” broadcast, Jon Elvekrog (@jonelvekrog) said Twitter is well-positioned for a successful IPO.
If you just look from a macro perspective, with Facebook now back way beyond their IPO price, at an all-time high, the overall market even this week, surging, from that timing perspective, a great time to get out. If you look specifically at Twitter, and there will be a lot of comparisons between Facebook and Twitter, they’re at a very different stage. Facebook already had 1.2 billion users, Twitter is somewhere between 200 million and 400 million, so they’re still in this hockey stick growth phase, which I think the Street will really like.
Listen to the whole interview or read the transcript below.
ELVEKROG: I think there’s a lot of reasons why now’s a great time for Twitter to go public. If you just look from a macro perspective, with Facebook now back way beyond their IPO price, at an all-time high, the overall market even this week, surging, from that timing perspective, a great time to get out. If you look specifically at Twitter, and there will be a lot of comparisons between Facebook and Twitter, they’re at a very different stage. Facebook already had 1.2 billion users, Twitter is somewhere between 200 million and 400 million, so they’re still in this hockey stick growth phase, which I think the Street will really like.
LIU: How big of a moat, as Warren Buffet likes to say, do they have around them so they don’t get beaten by a younger, more nimble competitor?
ELVEKROG: There are two points that are really relevant. During the Facebook IPO, or even during the early days of Facebook, there was a view that social networking would be a winner-take-all game. But it’s very clear now that there are a lot of people — even the same people — on a lot of different social networks for different reasons: in Facebook to be with friends and family, in LinkedIn from a business perspective, and Twitter from a news perspective.
There’ll be a lot of room for new social networks: Pinterest, Instagram, etc. One of the other pieces, that’s hugely in Twitter’s favor is the fact that it’s really a news feed when you boil it down. That utility aspect, the fact that it has effectively replaced RSS, it’s the way people find out a lot of breaking news, find out about celebrities. That’s really built into the fabric. And it’s a really functional tool, so from a longevity perspective I think that’ll be around for a long, long time.
LIU: But isn’t that a fairly easy technology to replicate and do yourself?
ELVEKROG: [Twitter is] at a point where they have so much momentum behind them. There’s an aspect where you almost want that to be a natural monopoly, one place where all that info is sourced, so if you’re Shaquille O’Neal you’re not having to post to fifteen different sites. So if they play their cards right, they’re in a really good competitive position. If you look everywhere, from sports fields to TV commercials to entertainers, it’s all about some hashtag, or “follow me on Twitter.” That’s really powerful. They’ve really ingrained themselves into society and into business.
LIU: What does Twitter have to do to prove to investors that they are worth it to invest in? What are investors going to want to see?
ELVEKROG: They’re very smart over at Twitter, from Dick Costolo on down. They have their financial story in line, and I think that will work out and investors will like that. Probably the hardest thing is — people still have this idea that Twitter is something where you post what you have for lunch, something that’s not an actual tool or a real business, and will brands spend big dollars on Twitter. And that’s one of the nice things about the IPO. Once Twitter’s public and has their financials out there, people will look at them and take them more seriously. Not that they don’t already, but that’s just another certification layer, if you will, and that will help propel them forward. And once people understand the usage cases better for how people gather information or break news around the globe and move away from that old idea, that will help investors and their mindset.
Listen to the rest of the interview on Soundcloud.
What do you think it will take for Twitter to achieve an impressive initial public offering? Let us know in the comments.
September 16, 2013 - 5 months ago
We at 140 Proof are proud to announce that Matt Rosenberg has joined us as SVP Marketing. In his new role, Rosenberg will shape the company’s brand and product stories, build the company’s industry profile, and develop programs to support advertising sales efforts.
Rosenberg joins recent Ed Darmanin, 140 Proof’s new Chief Revenue Officer, as the company expands its executive presence in the New York media market. Already in 2013, the company has grown advertising reach over 100 precent, launched new social ad solutions for Pinterest and expanded its native ads into social sites and blogging platforms such as Tumblr and WordPress.
“140 Proof’s business has been exploding and with a seasoned marketer like Matt and a sales leader like Ed joining the executive team, we expect to further build our profile in New York and nationally and accelerate our growth,” said 140 Proof CEO and co-founder Jon Elvekrog. “Matt’s agency, client-side, publishing and ad tech experience is as valuable a combination as it is hard to find. Having been on all sides of the marketing ecosystem, he has the business understanding and organizational empathy to deliver focused, relevant, useful communications.”
Rosenberg joins 140 Proof with a 17 year history of thought leadership and innovation in the digital marketing industry. He most recently led marketing for New York-based ad tech vendor Taykey, and prior to that was VP Solutions at SAY Media, where he founded the global strategy and market research groups. Previously, he led business development and client services as EVP at boutique digital creative agency Big Spaceship, and he oversaw media and creative accounts at Organic. Rosenberg was also an early digital marketing hire at Sony Pictures, where he worked on marketing over 300 movies. Before going all in on digital marketing, he was a television writer.
“I couldn’t be happier to be joining 140 Proof,” said Rosenberg. “The technology is spectacularly effective, which is a great foundation for the guy whose job is to promote the technology, and the Blended Interest Graph is an elegant way to identify and deliver the right audience for an advertiser that also happens to drive measurably better performance.”
September 11, 2013 - 5 months ago
Who are the most in-demand audiences in social? While consumers are everywhere, marketers and advertisers value certain audiences highly for their social campaigns.
The analysts at 140 Proof Labs examined demand data for audiences in social, ranking the most requested audiences for Q1 2013. The more highly an audience is ranked, the more fervently brands were trying to reach it.
The #3 most in-demand audience was Sports Fans, and the #2 top persona was Mainstream Music Lovers. Who do you guess topped the list at #1?
Learn about the top 10 most desirable personas and where they are found in social:
If the embedded presentation above doesn’t appear in your browser, click to view Top Personas in Social Advertising on Slideshare.
We’ll update the top personas list regularly to keep you apprised of who brands are looking for in social.
September 11, 2013 - 5 months ago
We welcome our friends and all innovation-curious people to visit us at our Detroit and San Francisco offices this fall for the OpenCo conference.
It’s an open house for startups and innovative teams, hosted by the businesses themselves. Interested in who’s driving the “innovation economy”? Meet the people, see the spaces, and hear the stories behind such names as Uber, Adobe, Red Bull House of Art, Soundcloud, and Wired.
This year, 140 Proof is participating in both the Detroit and the San Francisco OpenCo events. We’ll be sharing the story of how 140 Proof got its start, why we’re on a mission to socialize advertising, and why these particular cities are important places for us to call home.
OpenCo Detroit: September 12
Shane Doyle will be leading our Detroit session on Thursday, September 12, at 11:00 am. Come to the Elevator Building at 1938 Franklin Street. Sign up to attend
If you’re planning to attend the Detroit conference and are looking for more recommendations, visit our friends at Drought later that same day, at 4:30 PM.
OpenCo San Francisco: October 11
John Manoogian III will be presenting at 140 Proof headquarters on Friday, October 11 at 10:30 am. Come to 77 De Boom Street (off 2nd, next to 21st Amendment brewery). Sign up to attend and get a head start on learning why we love San Francisco.
We’re looking forward to seeing you and sharing!
September 3, 2013 - 6 months ago
We at 140 Proof are proud to announce that Ed Darmanin has joined us as Chief Revenue Officer. In his new role, Darmanin will lead 140 Proof’s efforts to drive its A-player sales team to full speed to keep up with rapid market growth.
Darmanin is an experienced sales leader who has been building digital products and sales teams since 1998. Darmanin joins 140 Proof from AccuWeather, where he rebuilt the AccuWeather sales team and revenue strategy, focusing on top 100 advertisers and their ability to leverage audience growth across mobile, tablet and desktop platforms. Key accomplishments include launching a new iPad sponsorship strategy with premium advertisers including Marriott, Jeep and Lincoln.
“140 Proof has attracted some really outstanding new team members over the past year to help us keep pace with our explosive growth, and Ed Darmanin joining as CRO is another feather in our cap,” said 140 Proof CEO and co-founder Jon Elvekrog. “Ed is known in the industry for being a methodical leader and outstanding mentor to his sales team, with the proven ability to build and nurture relationships and grow business. We’re thrilled to welcome him to the 140 Proof team.”
In his previous role as Vice President of Sales for The Weather Channel, Darmanin helped match the unique audience mindset with brand advertisers across online, desktop, mobile and television media. In 2007, he led the effort to grow The Weather Channel’s international revenue, hiring and training sales teams in the UK and France while helping to launch new sites in four languages.
Before working on the interactive side with The Weather Channel, Darmanin was on the sales team at Fox Cable Networks, helping with the re-launch of FX. Upon graduation from the University of Delaware, he got his start in the media business with DDB Needham’s buying team as a specialist in national TV, Radio and Syndication.
August 19, 2013 - 6 months ago
Dear San Francisco,
We love you. Thanks for being our home the last four years as we’ve grown 140 Proof. Our founders, Jon Elvekrog and John Manoogian III, are from Michigan but knew that San Francisco was the place to get things done. And since then, our team has grown by a multiple of eight.
Four-plus years in SOMA and still going.
When our founding team got together, before 140 Proof was even the germ of an idea, most people thought of Silicon Valley, not SF, as the Bay Area’s center of technology innovation. But we thought there was more fun to be had in San Francisco than Palo Alto. We sweated it out for a couple years in a SOMA basement, and when it was time to start 140 Proof in 2010, we moved to our awesome digs on 2nd Street.
Let us tell you about our favorite haunts.
At 11:50 am every day, the “burrito train” departs for Mexico au Parc in South Park (one of our hackers is nicknamed “Burrito”). Plus Mehfil Indian, Del Popolo, JapaCurry, and Off the Grid are fun. We wave at the brewers next door at 21st Amendment. And House of Air in the Presidio is one of our favorite places to blow off steam.
We love our cyclists and public transit commuters.
Half of our employees take Muni to work, and a quarter of our workforce commutes by bicycle on a daily basis. Our office has bike parking for 14, a general-use bicycle any employee can borrow. Stop by our office on De Boom, off 2nd Street, if you need a pump. If you want to discover other neat startups by bicycle, we recommend you join the Startup Bike SF meetup.
You’ve been really good to us, San Francisco. Thanks for everything.
August 16, 2013 - 6 months ago
Travelers have few things in common. You can safely assume most travelers have a destination in mind and the financial means to reach it. But the differences end there.
While waiting for your next flight, look around at your fellow travelers and try to guess what travel persona they fit. Are the folks in Premium Economy returning from a family trip? Is there a young couple wearing backpacks and hardy walking shoes, who might later be making a connection to an international flight? Is the last guy in the boarding line traveling solo? (That’s me — I’d rather wait at the gate than on the plane!)
Everyone you see bought a ticket for the same flight. (Congratulations, United.) But what other travel-related products did they purchase for the trip? How were those products marketed and advertised? How were those ads targeted?
Persona-based targeting creates an advantage for travel marketers. With persona-based targeting, marketers infer what people like, and what they will respond to, based on the information people provide voluntarily via social channels. This data is then used to build relevant audience personas, such as “business travelers,” or “deal seekers.” As a result, brands minimize waste in campaigns by targeting the right ads to smartly segmented subgroups — or personas — with a high degree of precision.
Here’s how to use persona-based targeting in the context of travel marketing:
When designing a campaign around a travel persona, start by compiling audiences of travel-related influencers and brands.
For example, Starwood Hotels, which operates the St. Regis in Park City, Utah, could add people who like Virgin Airlines or Deer Valley Resort on Facebook, and who follow the Twitter and Pinterest accounts of Another Something, a travel and style blog that “assumes its readers to be smart and savvy,” and was “last seen scouting Chilean designers at Milan Design Week.”
Next, look at what keywords people are seeing and sharing in order to add additional context. What’s motivating their travel? Do they like Southwest Airlines and tweet about the hassle at the rental car agency, or are they posting collections of photos or videos of exotic locations? Use the context and insight from social channels to differentiate between business warrior and world adventurer personas, and craft offers accordingly.
You can also use content shared on social channels to identify in-market travel shoppers, or use social check-in activity to gain further insight into a persona. For example, Starwood Hotels could target world adventurers who have checked into any competing luxury resort or hotel property around the globe.
Here are three travel personas and how to target them:
Business travelers aren’t usually traveling to exotic destinations. They shop for efficiency and practical comfort. You’ll find business travelers following CEOs and startup leaders on Twitter and checking in at airline lounges on Foursquare.
World travelers like to document their explorations as they conquer their bucket list. You’ll find them creating Pinterest boards ahead of their trips, posting photos and videos to Instagram and Vine while they travel, or checking into off-the-beaten-path hotels and hostels.
Family vacationers often have to spend more time in the planning phase to meet the demands of traveling in a group. You’ll find them mostly on Twitter and Facebook, following airfare and hotel deal sites before travel and posting photos and updates during their trip.
By Jon Elvekrog
This article originally appeared in MediaPost on July 29, 2013.
August 13, 2013 - 6 months ago