Monthly Archives: September 2012

Pistinkokoelmaa


Ylimpänä saksalainen II WW, al
empana IWW Uusi Seelantilainen (Thanks Stu!) ja keskellä suomalainen IIWW pistin (kiitti broidi). Odottamassa entisöinti @Cabin Blades

Syksy, luomisen aikaa


Monille ihmisille tuntuu kevät olevan luomisen parasta aikaa. Minulle se on ehdottomasti syksy

Pelkästään tänään olen luonut rungon yhdeen biisiin, käsitellyt valokuvia ja kirjoittanut kappaleen (toivottavasti) kohta valmistuvaan kirjaani.

Kiitos syksy!

SoMe and marketing


Consumer Email Behavior: Leveraging Social in Email Marketing
David Daniels  |  September 24, 2012 
sponsored by:  Eloqua

This is the fourth column in a series that features insights from a consumer survey conducted by my firm. This survey was completed in May 2012 and features results from nearly 400 respondents. The previous columns address “Leveraging Mobile in Email Marketing,” “Using Images in Email Marketing,” and “The Impact of Relevancy and Frequency.”
Consumers continue to have a great appetite for email, as 97 percent check their personal email account every day, making it the leading text-based consumer communication channel. However, we can all recognize the ubiquity and explosive growth of social sites and applications. Data from my firm’s study reveals this growth:
59 percent report to update their Facebook status on at least a daily basis.
33 percent shared something in a marketing message on Facebook or Twitter, which interestingly is equal to the amount of consumers that report to have recently signed up to receive online banking statements or e-bills in the last six months.
30 percent report to have posted on Twitter.
22 percent report to have re-tweeted something on Twitter.
Clearly consumers are engaged with social, and this together with the popularity of texting in our mobile, always-on, connected society, we live in what our firm terms a short-term society. That is, there are many things vying for our attention and social plays into that. The short-term nature of today’s mindset and messaging has created a new vernacular. We’re talking in sound bites. In honor of that nugget of truth, here are nine sound bites to take away from a webinar that I did for Act-On recently that focused on improving social marketing effectiveness:
Leveraging Social Media: 9 Truths
Consumer behaviors influence B2B. Consumer email behaviors are the behaviors that envelop our day. We take our cues from our daily life. What we learn to do as consumers, we take into the workplace…our ideas are formed from what we do in our consumer lives.
Email is an integral part of social marketing. Email was the first social networking tool. Email is our digital fingerprint; you need an email address to have a Twitter account or most social accounts…if you’re going to do anything online, email is a part of it. Email is not separate from the social marketing world; it’s an integral part of it.
You can learn from segmenting social data. Start to segment your social data. You need to understand: Who are these people who are following you?
It’s important to make social sharing easy independently of the entire message. When was the last time that you shared an entire message? You get The New York Times brief every day and you shared everything in the brief on your social network? No, you shared one specific story that was very interesting to you. Make those things actionable; make it easy for consumers or subscribers when you’re sharing things via social in an email, to do that by an element within your email, or by story.
You can learn from listening. Listening is so important…use tools to listen to what advocates and detractors are saying about their experience with your brand.
Don’t start with more than what you can maintain. Start with what you can maintain, because again it’s about relevance, content frequency, and content freshness. If you create a (Facebook) page and you’re asking people to follow you, you’re not going to get much of an audience if you have nothing to say. It’s like blogging or on Twitter or any of those social platforms – there needs to be a frequency and you need to be contextually relevant to why they’re following you.
You should be using social to drive prospects to your website. If you’re not monetizing that audience (on social networks), you really want to take them, just like with an email, and drive them back to (your site) where you can monetize that audience.
Social platforms will change. Facebook will continue to push its changes on its audience without an interest in what the audience has to say…so don’t shun change when it comes to any of these social networks.
Attribution is necessary. Attribution is attributing that click to the proper channel, and how do you do that? There are a lot of benefits to attribution including which channels are driving response and value. This can have a profound impact on budgeting and determining ROI…whether you’re doing it based on the last click or the first click.
I will explore some of these tactics in greater detail in future columns.

Publish or perish??


There are many days when we all feel like we’re searching for that silver bullet or magic wand that will solve all our digital woes. It’s a lot like finding Waldo! All too often it feels near impossible. We all read the headlines that speak to the double digit increases in ad spend but then you look at the books and wonder why aren’t our revenues growing by the same or more? In some cases publishers are actually seeing shrinking revenues in their once rapidly growing business. How can this be? The top five media companies Google, Facebook, Yahoo, AOL, and Microsoft are capturing two-thirds of all digital ad spend (including search), according to the latest report by eMarketer.
Turns out scale isn’t everything. Aggregation of inventory and audience isn’t enough anymore to drive revenue. The market is more sophisticated and expects more from its media partners. This means not only do you need scale, but you also must have the “special sauce” that attracts marketers and makes them believe that by investing in you they will get something that is new and unique – with great service. Let’s take a look at what the big five offer that gives them such a clear advantage and then review a few things that you can do as a publisher to defend your position and hopefully drive some revenue.
The big five are big! They have scale and are only getting bigger.
They have each built their own version of an ad ecosystem.
They own content and are creating or acquiring more every month.
All have multiple revenue streams and search is at the core (Google having the clear advantage there).
They support all this with enormous sales, client service, and marketing teams that make big marketers feel special and also small by comparison.
How can an individual publisher compete?
Focus on differentiation. Today publishers must have a clear and obvious USP. No longer can you simply rely on your brand to attract dollars. You need high-quality content, the right audience, and something that makes you stand out.
Participate fully in programmatic buying. Align with a large partner but never give away your most valuable inventory. That is what makes you special and keeps marketers engaged.
Do everything you can to own and control your own data. You should know your consumers best. Why give that data away to the benefit of another company?
Be creative! Marketers will work with a small to mid-sized publisher if they offer an idea that is well-integrated. Pandora has done this extremely well.
Be first to market – launch new technology and formats, even if it’s a beta test. It will position your brand as a knowledgeable and go-to company for the next big thing.
Life as we know it is probably over. The good news is that there are a tremendous number of tools that we can use to generate revenues.
So take your head out of the sand, stand tall, and find your Waldo.

Peter Gabriel Makes Case For Internet Freedom






Music phenom Peter Gabriel took the stage at this year’s Social Good Summit to tout the power of connectivity on Saturday.

Gabriel said he believes that connectivity has caused humanity evolve. It’s now a place of awareness and empathy, where people can recognize their own experiences in the lives of others, share their own stories and ultimately create change, he said.

“It’s just this whole other way of working,” Gabriel said. “It’s part of what makes people feel so powerful.”

Andrew Rasiej, a self-described “professional doer,” social entrepreneur and founder of Personal Democracy Media, spoke with Gabriel. Rasiej commented on the Arab Spring, and how the protests could not be quelled even when government leaders yanked the Internet cables out from underneath them.

“You can shut off the public Internet, but you can’t shut up the Internet public,” he said.

Gabriel agreed, saying the Internet “transcends,” and that protests can no longer be “contained and controlled,” like they used to be. He added, though, that people must be responsible when harnessing this power, as it can be used negatively.

“My biggest hope is that people’s power will become a reality,” Gabriel said. “My biggest fear is it’ll be turned on its head.”

Mobile, data and privacy is often a “cat and mouse game,” he said, adding that those with agendas may get there first.

But the Internet has a larger role than just politics, and Gabriel believes that every sector including healthcare, education, the economy and culture can be affected with connectivity — specifically, the power of mobile, which helps users access information immediately.

“This will empower us, and suddenly we have choices,” he said.

Gabriel is launching his own “earth catalog” for social good in Spring 2013. Thetoolbox.org will act as an ecosystem for action, something that people can visit to “get guidance or give help.” It will have a personal dashboard and accompanying app, he said.

85 per cent of phone users browse by mobile


85 per cent of phone users browse by mobile

Global survey confirms phone as the primary channel to the web.

Ad network BuzzCity, which specialises in serving ads to users in emerging markets, has just released its latest quarterly survey. And it proves emphatically that the world’s new web browsers are surfing from mobile devices.

It found 85 per cent of those surveyed prefer to use a mobile to browse the internet, and that 11 per cent use their mobiles for surfing at home instead of PCs.

Where possible they are surfing with multiple devices. Six per cent also surf with PC and 0.48 per cent with tablets.

This trend should accelerate as 27 per cent plan to buy a PC and 11 per cent a tablet within the next 12 months.

Dr KF Lai, CEO of BuzzCity, said: “Our latest user survey has brought to the fore how integral mobiles are to consumers lives today – regardless of age or occupation.  There is a strong preference for mobiles as the personal device that is connected 24/7, and that complements the PC or tablet experience.   

“So for marketers to take advantage of this consumer behaviour we would recommend considering all of these multiple platforms when it comes to campaigns and products, however keep in mind mobile first.”

By the end of August 2012 the BuzzCity network had served 131.5 billion banners, which surpassed its figure for whole of 2011 (126 billion).

The BuzzCity user survey questioned 10,800 people across 71 countries.

Iivari


My home on the lakes and rivers of Finland. It’s old, strurdy and beautiful. Slow enough to be able to enjoy the scenery and life when you pass it. Not made for speed, but for a purpose. For me that purpose is appreciation of nature.

Don’t let life pass you by!

Syksyn värejä


Suomen luonnon parhaita puolia on joka vuodenaikaan liittyvä värien skaala. Etenkin syksyn väriloistoa ei voita mikään!

Image

Ninja von Carnivore


20120916-171020.jpg

Kata posettaa


Testing a New Tool for blogging

Kata von Carnivore striking a pose