New book ‘Social Media Marketing’ starts a conversation about social media monetisation, unveiled at Mobile World Congress

17 February 2009 – MWC in Barcelona – During the Mobile World Congress conference, authors of the new book “Social Media Marketing” will be on hand to discuss a whole new conversation their book starts about monetising web and mobile arenas for a 2.0 world.

The book was co-authored by Ajit Jaokar of Futuretext, Jouko Ahvenainen of Xtract, Brian Jacobs of BJ&A and Alan Moore of SMLXL.

It considers communications using social media forms – including web and mobile telecommunication sources. At a point when social media business models are still looking for their strategies, ecosystems, revenue models and funding structures, there are many questions left open. The book discusses the importance of data and analytics both in helping to monetise these cutting-edge forms of media, and in improving the marketing strategies available to their owners.

“In adapting to a 2.0 world, marketers wishing to communicate with customers or potential customers via social media need to adopt a new set of skills and techniques to be effective,” said co-author Ajit Jaokar.

Co-author Jouko Ahvenainen added: “The need for dialogue and for engagement is paramount – as is the need to respect the privacy of the customer. This book discusses solutions that allow marketers to target and measure their activities within social media from four perspectives – social networking, telecoms and mobile, media and privacy.”

Antti Öhrling, co-founder of Blyk and chairman of Contra Advertising, says in his foreword: ”This is a must-read book for anyone in marketing who wants to be on top of their game now and in the future.”

The book is now available for purchase at www.socialmediamarketing.futuretext.com and will soon be on Amazon.com and Amazon.co.uk.

Notes to editors
Ajit Jaokar and Jouko Ahvenainen will be speaking at the MWC session The Business of Mobile 2.0 from 14:00-17:30 on Tuesday, February 17 located at Hall 5 – Level 0 – Aud. 3. Interested members of the press are invited to get in touch for free copies of the book for reviews, or interviews with the authors.

About the authors
Ajit Jaokar is the founder of the London-based publishing and research company Futuretext focused on emerging Web and Mobile technologies. His thinking is widely followed in the industry and his blog, The OpenGardensBlog, was recently rated a top 20 wireless blog worldwide. He has worked with The European Union, Telecoms Operators, Device manufacturers, social networking companies and security companies in various strategic and visionary roles.

Jouko Ahvenainen is co-founder of Xtract Ltd. Jouko has 15 years experience in international business management around the world. Before his serial entrepreneur career Jouko held progressively senior positions at diverse firms including Cap Gemini Ernst & Young, Powerwave Technologies, Nokia, and Sonera. He is one of the pioneers in social media marketing, and personally had significant role to develop and sell the first social marketing intelligence solutions for mobile and media companies. Jouko is on the boards of various startup companies, and is a co-founder or seed investor in six companies; he is especially focused on developing new business and funding models for web 2.0 and mobile companies.

Brian Jacobs has spent more than 38 years in advertising and media agencies, at Leo Burnett (in both London and Chicago) at Carat International and Universal McCann. In 2003 he joined Millward Brown (part of WPP’s Kantar Group), where he set up and established that organisation’s Global Media Practice. Brian started Brian Jacobs and Associates Ltd (BJ&A), a virtual communications consultancy in 2006. Since launch, BJ&A’s clients have included Johnson and Johnson, Bacardi Global Brands, The Newspaper Marketing Agency, Initiative, the computer games start-up Supermassive Games, the analytics business Xtract and the buzz monitoring service, Whitevector.

Alan Moore is the co-author of Communities Dominate Brands: Business and Marketing Challenges for the 21st Century. The founder of the communication consultancy SMLXL, Alan is the originator of the term, philosophy, and principles of Engagement Marketing and Communications. His writing and work has provided an international platform for him to address radio, television, conference, and digital audiences globally. He is an executive director of Mass Niche Media, a board director of Xtract, and sits on the advisory board of the IPR and patent company CVON. He has taught mobile commerce and communications at the Oxford University for Continuing Education.

Press contact
Emily McDaid
Hatch PR
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