Marketing Pilgrim Published: “American Red Cross Uses Mobile to Help Japan Efforts” plus 7 more |  |
- American Red Cross Uses Mobile to Help Japan Efforts
- Delicious to Be Sold At Fire Sale Price? (RUMOR)
- Eventbrite Looks at Why and When We Share
- The New Google Analytics; the Same, but Different
- Kantar Media Reports 6.5 Percent Growth in 2010 Ad Economy
- Will You Hurdle the New York Times’ New Paywall?
- Majority of SMB’s Say They Would Have a Hard Time Managing Without Wireless
- Rumor Mill Spits Out Possible $25 Billion Valuation for Groupon
| American Red Cross Uses Mobile to Help Japan Efforts Posted: 18 Mar 2011 05:32 AM PDT
We could now take a look into the implications of this type of effort and how the mobile space can be utilized moving forward from a business perspective. Instead though we'll keep this one simple:
When you put away all of the technology and chest thumping that is the Internet we are all still just flesh and blood human beings. Thankfully this technology does exist to allow people to more easily contribute in others' time of need. I suppose that's the real story here.
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| Delicious to Be Sold At Fire Sale Price? (RUMOR) Posted: 18 Mar 2011 04:34 AM PDT
So why such a small price for such a well known and respected brand? It's pretty simple. It doesn't make any money. There is virtually no monetization. So it appears that even in this age of skyrocketing valuations that make some folks scratch their heads common sense can prevail. If something isn't making money then it isn't worth much. So what is to become of Yahoo? Selling Delicious has to be somewhat painful because it is one of the most widely used Yahoo properties. And it's only being sold at the price level of an appetizer on any VC's menu. Not good. Not good at all. There has been little talk of Yahoo these days and that doesn't bode well. Each passing day that Google and other Internet players make more waves but Yahoo is left out of the equation it runs the risk of being pushed to the back burner like MySpace was. That's not a good thing especially when stockholders would get slammed. So is this Delicious fire sale a sign of what else to expect from Yahoo? Will they be able to play the content game and win? Are they going to innovate to attract new visitors or are they going to try to hold on their existing base and hope there's enough there to be relevant? Add on top of all of this the latest exit of talent as the head of product at Flickr, Matthew Rothenberg announced his exit yesterday and there has to be real concern that Yahoo is in serious trouble. What's your take on Yahoo these days? Is there hope or are they becoming a non-issue as a brand and a company?
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| Eventbrite Looks at Why and When We Share Posted: 17 Mar 2011 03:39 PM PDT
To begin with, let's look at the data from October of 2010. Eventbrite sells tickets online and what they're measuring is social ecommerce through the use of "Dollars Per Share" (DPS). Back in 2010, they found that a share on Facebook generated an average of $2.53 in sales, Twitter was $0.43 and Linkedin was $0.90. Factoring in email sharing, they figured that their average DPS for all social media combined was $1.78. Not bad for a campaign that only costs you the man-hours. When and Why We ShareEventbrite offers "like" buttons on event pages and "Publish to Facebook" buttons on the ticket purchase confirmation pages. They found that 40% of people chose to share an event prior to buying a ticket and 60% chose to share after. The thought here is that once people have committed to going to an event they're more likely to share it. But let's look at that 40%. Why are they sharing an event they may never attend? Could be they're helpful souls who like to spread the word even if they can't go for financial or time reasons. Could be they're testing the waters. I might go if a bunch of my friends agree that it's a good idea. What would be interesting is to know how many of the pre-share people ended up buying tickets anyway. Now here's the kicker. Eventbrite found that a "post-purchase share on Facebook drives 20% more ticket sales per share than a pre-purchase one." Think about this behavior in terms of your business. Do you offer customers a chance to share their experience with friends after the sale? I can't say that I've ever noticed or had any interest in this kind of option but it makes sense. I'm a big DVD buyer so I wouldn't mind telling all my followers that I just bought Barnaby Jones: The Complete First Season if all I had to do was hit a "like" button. Let's take that a step further. As an Amazon affiliate, it would be even better if I could hit that like button and automatically have my affiliate link posted to my wall or my Twitter feed. I'd do that in a heartbeat. The Social in Social MediaEventbrite says that Facebook had about four times the amount of sharing compared to Twitter. Much of this they attribute to the fact that there are simply more people actively using Facebook. They also make the point that Facebook sharing more closely resembles everyday human conversation as compared to sharing on Twitter. That last point is a big one and one that isn't properly appreciated by many marketers. With social media marketing, the keyword is social. To get the most out of your efforts there needs to be a conversation going on between you, your customer and your customers friends. Posting to Facebook is not like putting up a billboard on the freeway. It's about presenting your followers with posts that inspire them to action, be that sharing with a like button, buying a product or leaving a comment. Of course, that's not as easy as it sounds. If it were, we'd all be getting rich off of our Facebook fan pages. Do you offer customers the option of easily sharing their purchase with friends? And how do you go about keeping the social in social media? Pilgrim’s Partners: SponsoredReviews.com – Bloggers earn cash, Advertisers build buzz!
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| The New Google Analytics; the Same, but Different Posted: 17 Mar 2011 02:05 PM PDT Google is rolling out an updated user interface to approximately (initial) 1% of Google Analytics users. In its announcement, Google says…
And, while I’ve not had a chance to thoroughly poke around the new interface, it appears the new version is mostly a change to the “look and feel” of Google Analytics. Kind of like when a car manufacturer does a facelift each year, not a full redesign. Anyway, pictures tell a thousand words, so here’s the before:
And after:
Anyone else seeing the new interface? Share your thoughts in the comments below.
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| Kantar Media Reports 6.5 Percent Growth in 2010 Ad Economy Posted: 17 Mar 2011 01:27 PM PDT
Kantar Media calls it the “feel good headline” and it’s likely that everyone but the newspapers would agree. According to their new report, ad expenditures across the board rose 6.5% in 2010 for a total of $131.1 billion. The downside is that not everyone benefited from the growth. Have a look at the chart:
Kantar says that political advertising and a fresh push by the car companies helped lift TV advertising. Auto ads alone, rose 19.8% over last year while Direct Response and Pharma both dropped by 5 to 8%. Running a close second in growth is Internet Display advertising which rose 9.9%. A bit surprisingly, Outdoor was right there with 9.6% growth. Print was the biggest loser last year with a 3.5% drop for Newspaper Media and Business-to-Business magazines also took a hit. But even in the print areas that showed growth, it wasn’t much. Spanish language advertising in both magazines and on TV rose quite a bit in relation to their English language counterparts. The Kantar report also quantifies the use of product placement on TV. They found that scripted TV shows have an average of 6:57 minutes of brand placement per hour while unscripted shows have 14:19 minutes! When you add in the commercials during the same hour you get a whopping 29.25 minutes of advertising during a one-hour unscripted show. Sounds like reality programs are the new infomercials. To see more breakdowns and mostly encouraging numbers, click here and you’ll be whisked away to Kantar Media. Join the Marketing Pilgrim Facebook Community
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| Will You Hurdle the New York Times’ New Paywall? Posted: 17 Mar 2011 01:26 PM PDT
As of March 28th the paywall will be built and the grand experiment for "All The News That Fit to Digitize" will be underway. Here's how the Times reported their own news.
I don't see myself paying for it. There will be a five article daily limit instituted for those accessing the Times content through Google. If you really like the Times that limit could be hit very quickly. Those visits do not count against the 20 article limit. How sporting. The Times knows that this is a dicey venture. Arthur Sulzberger, Chairman of the New York Times Company said in his State of the Times address to the company on Thursday
This experiment will be closely watched because unlike niche publications like the Wall Street Journal which is almost necessary for many to do business, the New York Times covers all news and it's news that can be found elsewhere….for free. As I said earlier, I doubt I would pay for it. I like the Times but I'll go to the other coast and read the LA Times or something else to get my information. What these publishers are banking on is that their readers so greatly appreciate The Times editorial point of view or their particular type of coverage of events like Japan's natural disasters tat they will pay even when the facts can be found virtually anywhere else for no cost. Granted, $15 a month isn't a lot of money and is likely at the high end of what a monthly paywall threshold is. I have no scientific data or research for that but when you can say that something is essentially 50 cents a day it doesn't seem like much. On the other hand, people may just get up from the table and walk away from this because while the New York Times is indeed the New York Times, in the Internet age there's no news like free news. So are you gonna pay for your NY Times online?
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| Majority of SMB’s Say They Would Have a Hard Time Managing Without Wireless Posted: 17 Mar 2011 11:32 AM PDT
The respondents felt that wireless technology helped them be more flexible and it allowed them to keep in constant touch even when they were away from the office. In fact, they found wireless to be so essential that even when faced with budgetary issues, 80% of owners said they wouldn’t cut back on wireless. 49% (versus only 16% in 2007) said that wireless was key to staying competitive. A large part of the reason for the rise in wireless use is the proliferation of easily affordable devices. More than 80% of those surveyed said they used a smartphone for business including:
Coinciding with the rise in device usage, is the increase in Wi-Fi hotspots and 4G technology. With the right equipment and service plan, wireless users can access applications and the web from almost anywhere in the US. That’s very important because we’re not a 9 to 5 world anymore. Small business owners in particular are on the clock 24 / 7 and that means being able to access their email, calendars, files, social media etc at any time of the day and from anywhere. AT&T surveyed 2000 small business owners in ten cities across the US and they did find regional variations. They ranked the cities based on their Wireless Quotient which was derived from answers to questions about the importance of this technology in business. Atlanta and Dallas came out on top beating out San Francisco, Kansas City, and Chicago. New York and Los Angeles were not included in the sampling. The downside to portability is security. 58% of those surveyed said they were very concerned (chose an 8 or above) about security when using wireless technology. 24% chose 10 as their level of concern. The study also found that newer businesses were more likely to use newer technology. They felt this could be attributed to the fact that much of today’s tech wasn’t even available to businesses who started up more than ten years ago. If you’d like to know more, AT&T has put together a lovely PDF full of stats, graphs and charts which you can access free of charge. Just click here and let your wireless service do the rest.
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| Rumor Mill Spits Out Possible $25 Billion Valuation for Groupon Posted: 17 Mar 2011 08:09 AM PDT
It's about right here that most of the world will insert the "but the model can be replicated etc etc". I've done that in the past. What's either going on here is that Groupon is even bigger than most of us can grasp or this is simply the most incredible spin job in the history of business. Let's look at the 'facts'
Honestly, I don't get it. But that doesn't matter because if big banks want to throw money at them who am I to say that it's wrong. They're big boys. Heck, they handled the mortgage situation so well so shouldn't we trust their judgment in this as well? The one trump card that Groupon may have in this game is their first to market position. In fact, it's their spin that has been building that image even more (how based in reality that is, who the heck knows).
So let the sharks circle because there may be blood in the water just like the good old days. How this plays out will be interesting since there will be winners from the big banks who had the 'first in line' privilege, will take IPO profits and run. Then there is the rest of the investment crowd who can't resist a hyped up gamble. Will they be left with soap all over them if this bubble bursts or will they be rolling in the dough even though it won't be discounted like everything else related to Groupon? What's your take?
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