Posts filed under ‘Insights & Strategy’

Twitter research says: friends are more important than followers

An analysis by Taly Weiss (of Trendspotting) on Twitter user behavior examines the social saturation and the saturation of content, as well as the Reciprocity of exchanges between users. For anyone who is looking into using Twitter, this might be an interesting read.

Here are the main take-aways:

1. Twitter users have a very small number of friends compared to the number of followers and followees they declare. This implies the existence of two different networks: a very dense one made up of followers and followees, and a sparser and simpler network of actual friends. The latter proves to be a more influential network in driving Twitter usage since users with many actual friends tend to post more updates than users with few actual friends. On the other hand, users with many followers or followees post updates more infrequently than those with few followers or followees.

2. A link between any two people does not necessarily imply an interaction between them. In the case of Twitter, most of the links declared within Twitter were meaningless from an interaction point of view.

March 6, 2009 at 3:31 pm 3 comments

Ego-branding benchmarks: Will strip for Penthouse if 100K people join my facebook group

Today, I was one of the last 10,000 people to be invited to join a group on facebook which has a sole topic: the lady who started the group will take off her clothes for Penthouse if she gets more than 100,000 followers.

It’s a pretty straightforward strategy of the “Lonelygirl” variety:  use combination of social media plus male insight (in this case: i don’t care if I am being used to make someone else famous, as long as she takes her clothes off). That’s the oldest value propositions in the book. Still, it’s a pretty cheap and effective way to raise awareness for your career as a model, or actually to raise awareness for Penthouse (or whoever is behind it).

tussi2

February 19, 2009 at 12:45 pm 4 comments

NY Times Twitter Superbowl Timeline

NY Times Twitter Superbowl Timeline was a pretty cool idea showing what people twitter from what part of the country at what time during the game.

Apart from the fact that it is just a cool simple idea, it is interesting to see a whole country’s public consciousness on display over a live event. At the same time, it’s a bit scary to see a big nation being this synchronous in a medium that is all about variety and heterogenity.

Also interesting: check out the seperate timeline for which ads got the most feedback on twitter during commercial breaks.

twitterbowl

Via Gerald’s Facebook Updates

February 5, 2009 at 1:21 pm Leave a comment

Cross-Channel Media ROI measurement, a myth?

A recent study by core metrics shows that German marketing decision makers are more into cost/benefit analysis of their online spend than their counterparts in the rest of Europe. Culturally speaking, this shouldn’t be a big surprise. We are talking about Germans, after all.

However, what is interesting is that the study says that the reason for this is to get a sense of transparency in the time of a looming crisis, and that it is hard for Online Managers to really measure the success of online tactics across multiple channels, and how different channels influence each other.

In other words, no one really knows if online media is actually really working if you take a look at campaigns as a whole.

This is a problem we have we’ve noticed as well. After years of promising real-time ROI numbers in online media, it turns out that it’s not what it was cracked up to be. In fact, it might be wastful use of marketing budgets.

There are the following difficulties we see, plus recommendations to avoid them:

a) to start with, most online campaigns are set up badly for ROI measurement to begin with, even when it comes to just measuring online online media activity. Clients still think: hey, it’s digital, so it’s faster. It’s not. Sometimes it’s even a lot slower.

Set up your metrics and measurement strategy in the very beginning.Not only does it help in having results you can tie back to objectives, it also helps in identifying objectives for the communication strategy of how to build the digital (non-media) experiences that follow after the Click-Through.

b) secondly, yes you can measure more stuff online, but most brands don’t use or understand what you can measure and how these data influence each other. Because of this people don’t look at more than reach and click-through or time spent. There is little to no integration even between the different types of digital metrics in campaigns. Mostly, clients get numbers back on CTR and such from the media agency, but no one considers the effect on the user interaction afterwards, even though tools are readily available to integrate media traffic data with site usage information.

In the end, what you measure online shouldn’t just be the traditional reach and GRP numbers, or time spent. This an interactive medium, so your ROI needs to have data points from which you can infer the effectiveness of the digital experience, not just the ad message, you give people.

c) Online media plans suck 70% of the time. We’ve seen some outrageously boiler plate media plans, obviously made by media people, who, even if they work in an online media, don’t really know what they are doing online. We’ve even seen the SAME exact media plan for 2 totally different campaigns for 2 different brands with 2 totally different target audiences. This sounds harsh, but it’s really frustrating. If the media plan isn’t right, you waste money and the chance to activate the right people with your digital creative platform.

Make sure you get either a pure play digital media agency, or have your creative agency (the people who actually create the digital platform strategy and digital experience behind the banner), have a sanity check run over it, or both. There are exceptions where traditional media agencies also know their stuff, but it varies from country to country.

d) Another phenomenon is the tendency to forget your CRM program. Oftentimes, CRM Programs run alongside campaigns with little integration, or an after-thought. This is a shame not just because you could have optimized the overall campaign based on database insights and created awareness through DM or e-mail, but also because you missed the chance to generate more names.

Call up your database guys: sometimes they can even throw a piece of budget at you because they haven’t thought about how to use the names yet or if they have, they didn’t have money for a bigger campaign. And alas, suddenly, you have more data points from direct response elements.
d) And finally, to address the cross-channel measurement issue: the biggest reason for not being able to achieve comparability is the different types interaction (or lack thereof in traditional channels) people can have in different channels  (i.e. banner vs microsite vs widget vs print ad) and the target’s context (ie Bustop vs. sitting at home in front of the PC). The numbers are channel specific because the medium is a different one, and also their meaning is different from the user experience point of view. Communication objectives of a print ad campaign don’t sync up with numbers you get from how much traffic you got on a website because maybe you didnt need to measure the reason to believe of your message but the reason to interact on your flash app.

When intending to achieve comparability between channels to measure effectiveness you should start with a measurement plan that includes all channel measurement opportunities (meaning every data point you can get in all channels) first, starting with the most complex channels first. Then you define Channel specific measurement that achieve communication or interaction objectives in THAT channel. Then you define commonalities between channels (e.g. a bus stop ad could have a measurement commonality with an iPhone application, simply because the person’s context is the same) which should inform and validate your measurement strategy overall and in the end you KPIs overall. There will always be a grey area of interpretation necessary, but if you have measurement integrity on the channel commonalities, you can make a lot more sense out of the data for your overarching KPIs than when you take boiler plate KPIs first and then try to find them in each channel. They just don’t map.

January 21, 2009 at 3:17 pm 1 comment

Pink slip parties are so “last bubble” – Cause-marketing your job hunt is the thing du jour

Remember the dotcom crash pink slip parties, hanging out with a bunch of people who all lost their jobs, but were still so high on their bubble-careers, that celebrating their job loss with stiff martinis seemed like a good idea?

Well, given the recent developments, maybe we’ve all gotten a little more modest I guess, and maybe a bit more purposeful in how we intend to further our careers. Prime example is the cause marketing campaign by KyNam Dolan, himself a social media professional, proving that he understand his craft in the SM space, but also adding a human purpose to his endevours.

His idea: for every interview he gets through his campaign, he will volunteer time to non-profit causes in the SF area.

Check out the details.

Best of luck, KyNam!

via @scobelizer

This will be my last post for the next 4 weeks while I try to avoid getting bitten by venemous snake in the outback. See y’all in 2009.

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December 12, 2008 at 3:04 pm 1 comment

What NOT to do in social media

I wrote about how more and more brands take note of social media, not just as another place to serve ads, but because of recent incidents like motrin and pepsi, also a place to avoid crappy advertising in the first place. I just came across this awesome benchmarking list with tons of examples on what NOT to do in social media, collected by Robin from the Interactive Insights Group.

http://www.interactiveinsightsgroup.com/blog1/superlist_of_what_not_to_do_in_social_media/

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December 10, 2008 at 2:51 pm 1 comment

Twittergarchy (The rule of those who twitter)

In the times of the oh-so-empowered “Prosumer” user-generated outcries over companies, brands and their sometimes inane advertising has been the domain of blogs, forums and review sites. Now, first reports come in that the chatty monosyllabic twitter crowd has also made some forays into user-generated consumer advocacy, or, shall we say, advertising-related hate tweets. Case in point: Motrin’s mom-alogue video.

Is this a case of trendspotting gone wrong? Yeah, the baby wearing thing is a trend and forums are agog with mothers discussing it. However, trying to usurp that trend is apparently another story.

I personally think the whole thing is a stretch conceptually, but regardless of that, I can see how some moms, especially those who are supposed to be relevant as an audience, might take offense, or at least, write it off as insipid marketing hu-ha. How convenient that you don’t even need a blog anymore to rant, but instead, you can micro-blog the bejesus out of brands: it’s even faster feedback that brands have to deal with now. Result for Motrin: the twitter outrage made it into the TOP 5 of google search results when you search for Motrin.

It’s time brands developed a fall-back plan for failed ad ideas that are getting ripped apart by the blogosphere, and recently, the micro-blogosphere, or, actually, have something relevant to say instead of straddling this or the other trend, just because for lack of better ideas.

November 17, 2008 at 7:25 pm 1 comment

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