Friday, September 19, 2008
Thursday, September 18, 2008
World Peace? Nope. Peace World. An Interview With Consumer Expert Steve Peace
So, this kicks off what I hope will be a regular series of interviews with industry leaders. One of the best things about digital is that there are many people who have such strong and often contradictory views -- because we are in an environment of constant dynamism. I hope you enjoy reading these interviews as much as I do providing them!
So...Steve Peace. What can I tell you about one of my favorite people in the biz?
Steve is a nosy opinionated guy, which works out pretty well for him
professionally since he is paid to understand consumer behavior and
develop communication strategies. His nosiness was bred into him by a
theologian father and author mother, then cultivated through his studies
in cultural anthropology.
It was not until Steve worked in the governmental sector that the opinionated part really blossomed. A career in International Development work, including stints at the Harvard Institute of International Development and the Peace Corps
taught Steve that the best way to influence policy is through strong opinions backed by fact.
Steve began an online marketing career in San Francisco in 1997 where
his talents for asking questions and crafting arguments were put to good
use. He has worked both on the agency and client side through the boom and
subsequent bust, gaining exposure to many different product and service
categories. Currently, Steve is the Director of Communications Planning
at Carat, a division of the Aegis group, and lives in Los Angeles.
1. For the benefit of those who don't know you, Steve, can you summarize
a little about your role and responsibilities at Carat?
As the Director of Communications Planning at Carat, my job is to
develop strategies that guide the placement of media. This includes
understanding industry dynamics, developing media-focused target
segmentation, tracking media behaviors, building allocation models, and
developing new methodologies to measure the impact of marketing programs
on sales.
2. One of my strongest memories of you is the breadth of categories in which you have led projects. Give us a sense of that range.
A key benefit that agencies have to offer is the ability to
cross-pollinate experience and ideas across industries and product
categories. For example, CPG companies do measurement platforms very
well and Entertainment companies do innovation very well. They could
learn from one another, and agencies can be the broker of that
information.
I've been fortunate in my career so far to work across
many different industries, including; financial services, retailers, CPG
manufacturers, consumer electronics, telecommunications, high
technology, entertainment, food services, online services, apparel, and
the list goes on. Exposure to the dynamics and drivers of growth across
a broad range of industries can be a catalyst for freeing one's mind
from well worn pathways by creating greater flexibility of thought.
3. So, this is a blog about digital marketing. How do you think the
principles of DIGITAL marketing differ from traditional marketing? Or do they?
The principles of marketing have always been the same, given the fairly
stable mechanics of persuasion. But our tactics in digital marketing do
differ quite a bit from traditional marketing. There are a couple of
key dynamics in the digital space that require the use of new tactics:
1. Interactivity
2. Accountability
Interactivity is well understood as a concept, but we've yet to tap out
the various ways in which this concept can be taken advantage of from a
marketing standpoint. There has always been a transactional nature to
advertising. Meaning, the advertiser provides something valuable (like
information or entertainment) and the consumer provides their attention
in exchange. This transaction can be more explicit and intricate in the
online space. Widgets are a good example of advertisers providing
actual utility in exchange for attention.
Accountability is the other game changer. Because we can track users
with cookies, we have far greater access to data. This allows us to
more finely tune the ways in which we attribute ad spend online to a
final sale. Lately, we've seen this methodology extended to the
traditional space. Google bought a company that automatically inserts
radio ads into a station's format, controlled centrally by a server.
They then correlate the time of insertion to volume of searches on
related terms to attribute spend. That's basically an online
methodology making it into the traditional world. It's exciting to me
that the digital space is now pioneering techniques that can make all
advertising spending more accountable and efficient.
4. How has digital changed consumers?
It has made them better equipped as consumers. For the people that like
to do their homework before they make a purchase, the Internet has made
the task of product research far easier. There are some holdout
industries, like mattresses, that have done a pretty good job of
continuing to obfuscate in order to protect their margins. But for the
majority of businesses, the increased flow of information requires them
to sharpen their benefits and be more competitive, since it is easier
than ever to comparison shop.
Some might argue that MTV is responsible for the degradation of
America's attention span, with the popularization of the jump cut. But,
digital must take some credit, as well, and YouTube is reaping the
benefit of that dynamic. Entertainment is now snack-sized.
Finally, consumers take on-demand access to entertainment for granted.
When I was a child people had to take money out of the bank on Saturday
morning and make sure they had enough for the week. There were no ATMs.
The dispersed computational power and interactivity of the Internet has
taught consumers to expect on-demand everything. This changes one's
relationship with the environment. The world, in general, requires less
incremental planning on a daily basis.
5. How do you see digital changing entertainment?
There have been a spate of important music deals lately that illustrate
a fundamental shift in entertainment. MySpace signed deals with most of
the major labels to launch an iTunes competitor and BestBuy bought
Napster. The MySpace deal is most significant, since executives on
either side of the table expect to monetize the new service through
advertising.
Filmed entertainment is suffering from a similar upheaval, but has yet
to react in any major way. Attendance at the box office has been flat,
or declining, and the number of major releases have been increasing.
The theatre owners have reacted by raising ticket prices - which has
helped maintain revenues over the short term. But, high-priced CDs
didn't help the music labels for very long...
The digital space has made it easy to pass content among consumers (aka
stealing content). But, it has also made it easier to publish content
(aka UGC). So, major entertainment companies are being squeezed on
either end. More consumers are unwilling to pay a higher price for
their product and there is increased competition in the entertainment
space, from consumers themselves.
6. One of the biggest challenges in entertainment is setting a prudent ad budget in support of a title -- and spend it in the right places. What advice can you offer in those areas? What's your approach to entertainment challenges like these?
Every movie is a unique entity, which makes entertainment marketing
challenging and also really interesting. It is possible, though, to
make some very high level generalizations. And, since 600+ feature
films are released every year, there is a rich set of data on which to
pressure test these generalizations.
For example, we've found that there is actually a sweet spot for the
volume of dollars to spend in supporting a new release. That sweet spot
is determined by the number of screens on which the release will open.
In general, the films that spend around $7,000/screen in advertising
reap the highest opening week return on ad spend (and opening week
revenues have a very strong correlation with overall success). The
trick, then, is determining how many screens a film should open on.
This is a bit trickier, given the complexity around how that gets
determined between studios and theatre owners. But, testing of the film
with a sample audience can help.
In terms of allocation of the ad spend across media channels, we've had
some success in using media time usage as a foundational principle. In
other words, we measure the percentage of time our target audience
spends with T.V., radio, Internet, etc., and use that as a starting
point for allocation. It ensures we'll be in front of the audience in
multiple forms of media (which has a demonstrated greater impact and
efficiency than achieving reach through only one form of media).
From there, we apply several filters on the allocation. Those filters are
related to how well a medium carries the creative message, and whether
or not our audience actively seeks out a medium to learn about our
product. Finally, we have an algorithm that translates the % of media
time we'd like to achieve in a medium into a dollar allocation. It's a
really flexible model that can be fit to any sort of film, since it's
sensitive to different audience types and different creative messages.
7. Can you give an example of a company that you think is kicking butt in digital marketing?
Compete.com out of Boston has been kicking butt for several years now.
They purchase click path data from ISPs and analyze it to uncover really
exciting insights about various industries. For example, they can
measure fluctuations in the overall pool of demand that exists for a
particular product (like cars) based on the number of people visiting
car related sites - then measure the ability of a competitive set in
attracting that interest and converting it. This means we can now not
just track the ad spend of our client's competitors, but understand who
is doing the best at converting that spend into prospects. This is a
really powerful concept.
8. I don't recall a time when you and I ever agreed entirely on anything. Which BTW was a very good thing in my view. It's because I think in terms of mass markets and you in terms of niches and segmentation. Why is my approach flat wrong? ;-)
Ok, I'm going to have to disagree with you Jim, you're not wrong. Mass
market products still exist, I agree with that. But, even a mass market
product must tap into niche communities to succeed in the current
market. A good example is pay T.V. Anyone in America can use the
service and 85% of Americans pay for some type of T.V. service.
But, what are the drivers of adoption for a television service? One big
adoption driver is moving. That's just the mechanism that gets a
consumer in-market. More interesting is how a service is selected once
a consumer is in the market. If you are a sports fan, you might take a
look at the available sports packages. DirecTV is a clear winner in
that case. Other folks, especially high HHI families, might be more
interested in the high speed Internet packages that are available with
the T.V. service. Cable has a distinct edge in this realm. To sell pay
T.V. services, it's important to understand these differences and market
to them.
The point is that the world is getting bigger and bigger. There are
more people in the world now and more segmentable sub-groups of those
people that represent attractive chunks of revenue to a marketer.
Because of increasing competition, we have to find ways to be relevant
at a more and more incremental level - relating to the specific
interests of a group of people in relation to the product we are
selling. This makes our job more difficult, but also fraught with
interesting complexity.
9. We talk a lot about start ups here. What are your favorite new companies in the digital realm, and why? This, of course, is your chance to shill for your favorites.
This company isn't all that new, but I haven't seen broad adoption of
their services, so I think they are worth a mention. Neurofocus. They
test creative by hooking their subjects up to electrodes and reading
their brainwaves. What they read are neurological indications that
something has made it into long term memory, and they can tell you
exactly at what point in the ad drove that happened. It's brilliant
stuff.
10. What do you think separates a great consumer insights person from the pack?
A facility with and sensitivity to both qualitative and quantitative
data - and an understanding of when to apply each. A consumer insight
might be related to a keen understanding of cultural nuance that gives
creative work greater relevance. Or, it might be related to addressing
a segment that has been overlooked by other competitors. The best
planners have symmetrical brains. The left sides are as developed as
the right.
Putting up with, even embracing, the process of culling through large
amounts of information is a critical skill as well. Everyone in
marketing has access to mountains of data. The trick to great planning
is finding the organizing principle, the golden nugget, within that
stack of numbers. For example, the credit card industry is completely
mature. Competitors beat each other up for share of a finite pie. The
nature of that battleground is the key to understanding the space.
People going through life events are more likely than the average
consumer to apply for yet another card (e.g. moving, getting a new job,
getting married, having a baby). You only know that fact by looking
through reams of data.
11. Ultimately work is...work. How do you keep your passion for the business and for consumers?
The fact that total ad expenditures in the U.S. are somewhere north of
$230 billion. That's a lot of money devoted to convincing America of
'something.' Our work has a definable impact on the culture around us.
That can be either hugely deleterious, neutral, or even positive. The
folks controlling those dollars control the outcome of that impact.
12. What do you love about this industry?
The innovation just keeps coming. And it's creating some odd dynamics
that are fun to think about. For example, let's take a look at
historical feedback loops as an illustration of one such dynamic. Jazz
is a great feedback loop. Slaves that were shipped to the United States
in the early part of the 18th century brought their own music with them.
That music went through a number of transformations - influenced by the
music of America, one path of which produced American Jazz, others
produced gospel and R&B. What's interesting to me is you have guys like
Yussef Latif rereferencing modern African music in his Jazz. The loop
has not just been closed, it's feeding on itself and producing something
new. The Internet industry is like that, as well.
New technologies produce new ideas, which then feed on one another and produce even more technologies and ideas. It looks boundless and endlessly interesting.
13. What chaps your butt about this industry?
It can make me crazy when folks confuse the application of subjective
vs. objective decision making in the industry. Yes, marketing is an art
and a science. But, we've got a firm grasp at this stage of the game on
exactly which pieces are art and which pieces are science. You confuse
them at your own peril.
14. Can you leave us with a final thought?
As Frank Herbert would say, "Fear is the mind killer." We cannot fear
continual evolution of our methodologies and must embrace innovation in
the marketing world, or risk irrelevance.
Many thanks, Steve.
-----
I am happy to be able to announce that Steve will be a weekly contributor to Oldest Living, beginning next week. I am certain the discussion here will be the richer for it!
Thanks for reading, and don't forget to write.
So...Steve Peace. What can I tell you about one of my favorite people in the biz?
Steve is a nosy opinionated guy, which works out pretty well for him
professionally since he is paid to understand consumer behavior and
develop communication strategies. His nosiness was bred into him by a
theologian father and author mother, then cultivated through his studies
in cultural anthropology.
It was not until Steve worked in the governmental sector that the opinionated part really blossomed. A career in International Development work, including stints at the Harvard Institute of International Development and the Peace Corps
taught Steve that the best way to influence policy is through strong opinions backed by fact.
Steve began an online marketing career in San Francisco in 1997 where
his talents for asking questions and crafting arguments were put to good
use. He has worked both on the agency and client side through the boom and
subsequent bust, gaining exposure to many different product and service
categories. Currently, Steve is the Director of Communications Planning
at Carat, a division of the Aegis group, and lives in Los Angeles.
1. For the benefit of those who don't know you, Steve, can you summarize
a little about your role and responsibilities at Carat?
As the Director of Communications Planning at Carat, my job is to
develop strategies that guide the placement of media. This includes
understanding industry dynamics, developing media-focused target
segmentation, tracking media behaviors, building allocation models, and
developing new methodologies to measure the impact of marketing programs
on sales.
2. One of my strongest memories of you is the breadth of categories in which you have led projects. Give us a sense of that range.
A key benefit that agencies have to offer is the ability to
cross-pollinate experience and ideas across industries and product
categories. For example, CPG companies do measurement platforms very
well and Entertainment companies do innovation very well. They could
learn from one another, and agencies can be the broker of that
information.
I've been fortunate in my career so far to work across
many different industries, including; financial services, retailers, CPG
manufacturers, consumer electronics, telecommunications, high
technology, entertainment, food services, online services, apparel, and
the list goes on. Exposure to the dynamics and drivers of growth across
a broad range of industries can be a catalyst for freeing one's mind
from well worn pathways by creating greater flexibility of thought.
3. So, this is a blog about digital marketing. How do you think the
principles of DIGITAL marketing differ from traditional marketing? Or do they?
The principles of marketing have always been the same, given the fairly
stable mechanics of persuasion. But our tactics in digital marketing do
differ quite a bit from traditional marketing. There are a couple of
key dynamics in the digital space that require the use of new tactics:
1. Interactivity
2. Accountability
Interactivity is well understood as a concept, but we've yet to tap out
the various ways in which this concept can be taken advantage of from a
marketing standpoint. There has always been a transactional nature to
advertising. Meaning, the advertiser provides something valuable (like
information or entertainment) and the consumer provides their attention
in exchange. This transaction can be more explicit and intricate in the
online space. Widgets are a good example of advertisers providing
actual utility in exchange for attention.
Accountability is the other game changer. Because we can track users
with cookies, we have far greater access to data. This allows us to
more finely tune the ways in which we attribute ad spend online to a
final sale. Lately, we've seen this methodology extended to the
traditional space. Google bought a company that automatically inserts
radio ads into a station's format, controlled centrally by a server.
They then correlate the time of insertion to volume of searches on
related terms to attribute spend. That's basically an online
methodology making it into the traditional world. It's exciting to me
that the digital space is now pioneering techniques that can make all
advertising spending more accountable and efficient.
4. How has digital changed consumers?
It has made them better equipped as consumers. For the people that like
to do their homework before they make a purchase, the Internet has made
the task of product research far easier. There are some holdout
industries, like mattresses, that have done a pretty good job of
continuing to obfuscate in order to protect their margins. But for the
majority of businesses, the increased flow of information requires them
to sharpen their benefits and be more competitive, since it is easier
than ever to comparison shop.
Some might argue that MTV is responsible for the degradation of
America's attention span, with the popularization of the jump cut. But,
digital must take some credit, as well, and YouTube is reaping the
benefit of that dynamic. Entertainment is now snack-sized.
Finally, consumers take on-demand access to entertainment for granted.
When I was a child people had to take money out of the bank on Saturday
morning and make sure they had enough for the week. There were no ATMs.
The dispersed computational power and interactivity of the Internet has
taught consumers to expect on-demand everything. This changes one's
relationship with the environment. The world, in general, requires less
incremental planning on a daily basis.
5. How do you see digital changing entertainment?
There have been a spate of important music deals lately that illustrate
a fundamental shift in entertainment. MySpace signed deals with most of
the major labels to launch an iTunes competitor and BestBuy bought
Napster. The MySpace deal is most significant, since executives on
either side of the table expect to monetize the new service through
advertising.
Filmed entertainment is suffering from a similar upheaval, but has yet
to react in any major way. Attendance at the box office has been flat,
or declining, and the number of major releases have been increasing.
The theatre owners have reacted by raising ticket prices - which has
helped maintain revenues over the short term. But, high-priced CDs
didn't help the music labels for very long...
The digital space has made it easy to pass content among consumers (aka
stealing content). But, it has also made it easier to publish content
(aka UGC). So, major entertainment companies are being squeezed on
either end. More consumers are unwilling to pay a higher price for
their product and there is increased competition in the entertainment
space, from consumers themselves.
6. One of the biggest challenges in entertainment is setting a prudent ad budget in support of a title -- and spend it in the right places. What advice can you offer in those areas? What's your approach to entertainment challenges like these?
Every movie is a unique entity, which makes entertainment marketing
challenging and also really interesting. It is possible, though, to
make some very high level generalizations. And, since 600+ feature
films are released every year, there is a rich set of data on which to
pressure test these generalizations.
For example, we've found that there is actually a sweet spot for the
volume of dollars to spend in supporting a new release. That sweet spot
is determined by the number of screens on which the release will open.
In general, the films that spend around $7,000/screen in advertising
reap the highest opening week return on ad spend (and opening week
revenues have a very strong correlation with overall success). The
trick, then, is determining how many screens a film should open on.
This is a bit trickier, given the complexity around how that gets
determined between studios and theatre owners. But, testing of the film
with a sample audience can help.
In terms of allocation of the ad spend across media channels, we've had
some success in using media time usage as a foundational principle. In
other words, we measure the percentage of time our target audience
spends with T.V., radio, Internet, etc., and use that as a starting
point for allocation. It ensures we'll be in front of the audience in
multiple forms of media (which has a demonstrated greater impact and
efficiency than achieving reach through only one form of media).
From there, we apply several filters on the allocation. Those filters are
related to how well a medium carries the creative message, and whether
or not our audience actively seeks out a medium to learn about our
product. Finally, we have an algorithm that translates the % of media
time we'd like to achieve in a medium into a dollar allocation. It's a
really flexible model that can be fit to any sort of film, since it's
sensitive to different audience types and different creative messages.
7. Can you give an example of a company that you think is kicking butt in digital marketing?
Compete.com out of Boston has been kicking butt for several years now.
They purchase click path data from ISPs and analyze it to uncover really
exciting insights about various industries. For example, they can
measure fluctuations in the overall pool of demand that exists for a
particular product (like cars) based on the number of people visiting
car related sites - then measure the ability of a competitive set in
attracting that interest and converting it. This means we can now not
just track the ad spend of our client's competitors, but understand who
is doing the best at converting that spend into prospects. This is a
really powerful concept.
8. I don't recall a time when you and I ever agreed entirely on anything. Which BTW was a very good thing in my view. It's because I think in terms of mass markets and you in terms of niches and segmentation. Why is my approach flat wrong? ;-)
Ok, I'm going to have to disagree with you Jim, you're not wrong. Mass
market products still exist, I agree with that. But, even a mass market
product must tap into niche communities to succeed in the current
market. A good example is pay T.V. Anyone in America can use the
service and 85% of Americans pay for some type of T.V. service.
But, what are the drivers of adoption for a television service? One big
adoption driver is moving. That's just the mechanism that gets a
consumer in-market. More interesting is how a service is selected once
a consumer is in the market. If you are a sports fan, you might take a
look at the available sports packages. DirecTV is a clear winner in
that case. Other folks, especially high HHI families, might be more
interested in the high speed Internet packages that are available with
the T.V. service. Cable has a distinct edge in this realm. To sell pay
T.V. services, it's important to understand these differences and market
to them.
The point is that the world is getting bigger and bigger. There are
more people in the world now and more segmentable sub-groups of those
people that represent attractive chunks of revenue to a marketer.
Because of increasing competition, we have to find ways to be relevant
at a more and more incremental level - relating to the specific
interests of a group of people in relation to the product we are
selling. This makes our job more difficult, but also fraught with
interesting complexity.
9. We talk a lot about start ups here. What are your favorite new companies in the digital realm, and why? This, of course, is your chance to shill for your favorites.
This company isn't all that new, but I haven't seen broad adoption of
their services, so I think they are worth a mention. Neurofocus. They
test creative by hooking their subjects up to electrodes and reading
their brainwaves. What they read are neurological indications that
something has made it into long term memory, and they can tell you
exactly at what point in the ad drove that happened. It's brilliant
stuff.
10. What do you think separates a great consumer insights person from the pack?
A facility with and sensitivity to both qualitative and quantitative
data - and an understanding of when to apply each. A consumer insight
might be related to a keen understanding of cultural nuance that gives
creative work greater relevance. Or, it might be related to addressing
a segment that has been overlooked by other competitors. The best
planners have symmetrical brains. The left sides are as developed as
the right.
Putting up with, even embracing, the process of culling through large
amounts of information is a critical skill as well. Everyone in
marketing has access to mountains of data. The trick to great planning
is finding the organizing principle, the golden nugget, within that
stack of numbers. For example, the credit card industry is completely
mature. Competitors beat each other up for share of a finite pie. The
nature of that battleground is the key to understanding the space.
People going through life events are more likely than the average
consumer to apply for yet another card (e.g. moving, getting a new job,
getting married, having a baby). You only know that fact by looking
through reams of data.
11. Ultimately work is...work. How do you keep your passion for the business and for consumers?
The fact that total ad expenditures in the U.S. are somewhere north of
$230 billion. That's a lot of money devoted to convincing America of
'something.' Our work has a definable impact on the culture around us.
That can be either hugely deleterious, neutral, or even positive. The
folks controlling those dollars control the outcome of that impact.
12. What do you love about this industry?
The innovation just keeps coming. And it's creating some odd dynamics
that are fun to think about. For example, let's take a look at
historical feedback loops as an illustration of one such dynamic. Jazz
is a great feedback loop. Slaves that were shipped to the United States
in the early part of the 18th century brought their own music with them.
That music went through a number of transformations - influenced by the
music of America, one path of which produced American Jazz, others
produced gospel and R&B. What's interesting to me is you have guys like
Yussef Latif rereferencing modern African music in his Jazz. The loop
has not just been closed, it's feeding on itself and producing something
new. The Internet industry is like that, as well.
New technologies produce new ideas, which then feed on one another and produce even more technologies and ideas. It looks boundless and endlessly interesting.
13. What chaps your butt about this industry?
It can make me crazy when folks confuse the application of subjective
vs. objective decision making in the industry. Yes, marketing is an art
and a science. But, we've got a firm grasp at this stage of the game on
exactly which pieces are art and which pieces are science. You confuse
them at your own peril.
14. Can you leave us with a final thought?
As Frank Herbert would say, "Fear is the mind killer." We cannot fear
continual evolution of our methodologies and must embrace innovation in
the marketing world, or risk irrelevance.
Many thanks, Steve.
-----
I am happy to be able to announce that Steve will be a weekly contributor to Oldest Living, beginning next week. I am certain the discussion here will be the richer for it!
Thanks for reading, and don't forget to write.
White Paper Thursdays: Mobile Marketing
If you are like a lot of marketers, you may still have a little angst over mobile. It appears to be such an unusual media platform -- how do we make sense of what to do with it?
Well, online marketer Jude Murray has a theory. A theory that mobile ain't really that different funadamentally, and she offers some excellent suggestions on how to approach this vehicle. Review it below:
Thanks for reading, and don't forget to write.
Well, online marketer Jude Murray has a theory. A theory that mobile ain't really that different funadamentally, and she offers some excellent suggestions on how to approach this vehicle. Review it below:
Thanks for reading, and don't forget to write.
White Paper Thursdays: Intro to Radio Creative Development
A great intro to radio ad development is available below. I post it because increasingly digital marketing people are being asked to supplement their web stuff with traditional advertising. It is by Arlynne Awayan, a University Professor at DLSU Dasmariñas (Phillipines.) Great intro to this medium.
Thanks for reading, and don't forget to write.
Thanks for reading, and don't forget to write.
Tech Crunch 50: GoodGuide: Environmental and CSR Assessments for Everyday Products
Green is in. Green is happening. Green is now. And with lots of research indicating that genuine corporate social responsibility is important to many customers, especially younger ones, it is only natural that more and more people are seeking and will seek reliable information on the products they use.
Enter GoodGuide, a website that evaluates and ranks products according to environmental, health and social performance.
Environmental ranks the earth impact of those products -- in terms of manufacturing and use.
Health evaluates the ingredients and formulations -- are there ingredients that pose health hazards?
Social evaluates the manufacturers of the
products and their policies.
They emphasize highly credible data sources and methodologies. From their site:
To ensure that GoodGuide takes only the best data available into consideration for its ratings, a dedicated content team carefully assesses the strengths and weaknesses of the data sources, particularly from scientific and verification viewpoints. Evaluation of data sources include whether they are:
Based on trustworthy government, NGO, or academic sources;
Reliant on multiple data sources in their own right;
Produced according to clear and well-defined standards and procedures;
Verified or checked for their quality by independent authorities; and,
Honest and open in acknowledging their uncertainties and data gaps.
Here for example are the ratings for Wisk:
So how does a site like this make money? Well, here's what they have to say on the subject:
So Why Does GoodGuide Give Away this Information?
Frankly, GoodGuide is the product of a group of scientists and engineers who love data, and who really want to know ourselves about the impacts of the products we consume. We happen to enjoy researching products and the global supply chains behind them and thought it would be cool to make the best scientific information in the world available for free, for non-scientists to screen through their personal preferences, in hopes that it could potentially improve peoples' lives, and maybe even make the world a slightly better place. So enjoy!
Since the testing is brand blind, I don't see how companies can influence results -- and isn't that an absolutely marvelous thing? Certainly, supporting GoodCause could be an excellent decision from a CSR standpoint, and lots of companies are looking for ways to be more out front in this area.
Thanks for reading, and don't forget to write.
Enter GoodGuide, a website that evaluates and ranks products according to environmental, health and social performance.
Environmental ranks the earth impact of those products -- in terms of manufacturing and use.
Health evaluates the ingredients and formulations -- are there ingredients that pose health hazards?
Social evaluates the manufacturers of the
products and their policies.
They emphasize highly credible data sources and methodologies. From their site:
To ensure that GoodGuide takes only the best data available into consideration for its ratings, a dedicated content team carefully assesses the strengths and weaknesses of the data sources, particularly from scientific and verification viewpoints. Evaluation of data sources include whether they are:
Based on trustworthy government, NGO, or academic sources;
Reliant on multiple data sources in their own right;
Produced according to clear and well-defined standards and procedures;
Verified or checked for their quality by independent authorities; and,
Honest and open in acknowledging their uncertainties and data gaps.
Here for example are the ratings for Wisk:
So how does a site like this make money? Well, here's what they have to say on the subject:
So Why Does GoodGuide Give Away this Information?
Frankly, GoodGuide is the product of a group of scientists and engineers who love data, and who really want to know ourselves about the impacts of the products we consume. We happen to enjoy researching products and the global supply chains behind them and thought it would be cool to make the best scientific information in the world available for free, for non-scientists to screen through their personal preferences, in hopes that it could potentially improve peoples' lives, and maybe even make the world a slightly better place. So enjoy!
Since the testing is brand blind, I don't see how companies can influence results -- and isn't that an absolutely marvelous thing? Certainly, supporting GoodCause could be an excellent decision from a CSR standpoint, and lots of companies are looking for ways to be more out front in this area.
Thanks for reading, and don't forget to write.
Tech Crunch 50: Hot From the Pit: Picadmedia Brings Ads to Online Photos
So where ELSE can we put ads? They're on the airline pull down trays, on rental car wraps, heck they're even in urinals. Though it boggles the mind to think that a urinal placement would lead to positive brand imagery But what do I know.
Well, let's focus on digital. In text ads have become rather commonplace. Companies like Kontera have seen to that, and have gotten excellent response rates.
But where ELSE can we put ads?
Well, the people ar Picadmedia answer the question with "Why not in the billions of pictures that appear on pages across the web.
Here's their self description from their web site:
Picadmedia is the first and leading innovator of In-Picture Advertising. We are creating new advertisement solutions for all the images found on the Internet. Much of the advertisement market has move to establishing ways to advertise more with Web 2.0 technologies such as viral video and behavioral marketing on social networking sites. Many have overlooked the value of the billions of images found on the Internet. Join us today as we embark on capturing this space.
The appearance of the ads works similarly to in-text. Roll over a photo with the little P icon in the bottom left and a text overlay appears slightly below the pic. Do nothing, and it disappears in a few seconds. But if you click, and I am guessing lots of people will, you get redirected to a sponsor page, or perhaps get follow up content in the window. Here's a screen from their site:
I don't know how consumers will feel about this. My understanding that consumer response to in-text was neutral to positive. Will the same be true of pics? We'll see. In the meantime, Picadmedia is offering an innovative new way to reach consumers across the web. Presumably they will be following the in text biz with video and rich media units ASAP.
Thanks for reading, and don't forget to write.
Well, let's focus on digital. In text ads have become rather commonplace. Companies like Kontera have seen to that, and have gotten excellent response rates.
But where ELSE can we put ads?
Well, the people ar Picadmedia answer the question with "Why not in the billions of pictures that appear on pages across the web.
Here's their self description from their web site:
Picadmedia is the first and leading innovator of In-Picture Advertising. We are creating new advertisement solutions for all the images found on the Internet. Much of the advertisement market has move to establishing ways to advertise more with Web 2.0 technologies such as viral video and behavioral marketing on social networking sites. Many have overlooked the value of the billions of images found on the Internet. Join us today as we embark on capturing this space.
The appearance of the ads works similarly to in-text. Roll over a photo with the little P icon in the bottom left and a text overlay appears slightly below the pic. Do nothing, and it disappears in a few seconds. But if you click, and I am guessing lots of people will, you get redirected to a sponsor page, or perhaps get follow up content in the window. Here's a screen from their site:
I don't know how consumers will feel about this. My understanding that consumer response to in-text was neutral to positive. Will the same be true of pics? We'll see. In the meantime, Picadmedia is offering an innovative new way to reach consumers across the web. Presumably they will be following the in text biz with video and rich media units ASAP.
Thanks for reading, and don't forget to write.
Tech Crunch 50: Birdpost: Birding 2.0
Do you remember the Friends episode where Phoebe is taken over by the spirit of a dead woman who vows to remain inside her until she has seen "everything?" The possession ends when she witnesses the Lesbian wedding.
Well, now I've seen everything. And I do not mean that in an insulting way. Quite the opposite. I love it that the web is fostering interest in EVERY interest area.
Birdpost is a Web 2.0 social network designed to advance the sport of bird watching.
Don't laugh.There are enough people doing this that there are large subsegments -- bird watchers, birders, twitchers, etc. etc. Millions upon millions participate. 18 million according to Birdpost's Tech Crunch 50 materials. Dat's a lot of binoculars!
This is an activity that skews high income and education, which are good characteristics for a web audience. The demos tend to be somewhat older than most 2.0 communities, however. But the passion that birders have for their activity may make quick work of that hurdle.
Their html tour is here.
It's got all the social features you would expect. Additionally, it offers Life Lists, a place to collect all of the bird sightings you make over the course of your life. It also offers regional checklists so you can determine what birds you can see in an area and check them off as you make your discoveries and sightings. Lots of features here to make this site very sticky.
The mapping features appear to be the centerpiece as they offer the opportunity for birders to share the location of their sightings so others can respectfully visit as well.
And check out the sheer depth of information members can record for a sighting. Incredible evidence of the passion of this set.
I don't think they'll be rivalling Facebook in members, but that's not what a vertical bird watching ad network is about. As a tool for passionate bird watchers, it's in a class by itself. And the demos and particular "green" interests of this audience may well make this a lucrative advertising play. They could also grow the universe of bird watchers and increase the passion of those who are just aviary dabblers today.
Thanks for reading, and don't forget to write.
White Paper Thursdays SEO Explained
A woman named Danielle West has posted an excellent intro to SEO and the principles behind it on SlideShare. You can view it roight heya, o'course.
White Paper Thursdays Health 2.0
An excellent introduction to the World of health online is available here. The deck is from the fine folks at Forrester, who produce some of the best research and analysis about digital.
Wednesday, September 17, 2008
Tech Crunch 50: MobClix: iPhone Ad Network Joins The Fight
A little while ago I did a series of posts on iPhone ad networks. Recall that my feeling was that the space is poised for growth but that there are too many players -- only the strongest will survive.
Perhaps Mobclix will be one of the strongest. Their presentation at TC 50 was strong, and their platform, targeting, and reporting/analytics look very strong indeed.
I wish them well. It's going to be a brutal fight in that space. I count at least 6 pure play iPhone ad networks vying for every tiny view -- that's a lot of fighting for a segment of a segment of digital advertising.
I want to emphasize I am not saying that there isn't money to be made here. There is plenty of money to be made, but it's gonna be a fight. Fortunately for Mobclix, they offer many of the characteristics and features advertisers are seeking.
Here's a vid from Youtube about them:
As we watch the space unfold and every inch of battlefield be fought over tooth and nail, Mobclix offers some excellent analytical tools on the space which you will find here.
Thanks for reading, and don't forget to write.
Perhaps Mobclix will be one of the strongest. Their presentation at TC 50 was strong, and their platform, targeting, and reporting/analytics look very strong indeed.
I wish them well. It's going to be a brutal fight in that space. I count at least 6 pure play iPhone ad networks vying for every tiny view -- that's a lot of fighting for a segment of a segment of digital advertising.
I want to emphasize I am not saying that there isn't money to be made here. There is plenty of money to be made, but it's gonna be a fight. Fortunately for Mobclix, they offer many of the characteristics and features advertisers are seeking.
Here's a vid from Youtube about them:
As we watch the space unfold and every inch of battlefield be fought over tooth and nail, Mobclix offers some excellent analytical tools on the space which you will find here.
Thanks for reading, and don't forget to write.
Tech Crunch 50: Popego: It's All About The Semantics
You probably have AT LEAST a half dozen accounts on social media and other types of sites online. Bookmarking, blogs, etc. etc. Collectively, all of these resources reflect the range and depth of your interests.
Popego helps you make sense of this morass of info we call the web. When you join, you give it access to the information in your social media accounts -- and it uses this and your list of connections to deduce your interests. They then offer this sort of slider thing that allows you to adjust the weighting of your interests so that a truly accurate picture is provided.
Here's their explanatory vid:
So there it is. The system then filters the myriad of content on the web and shows you the bits that match your interests. You can also download a widget that includes your various social media feeds -- your online ego. You can also examine the feeds and interests of other users, and natch, make new connections. If only meeting people in real life were this simple. ;-)
Now, with a system like this, you are consenting to have a great deal of info about you to be examined, parsed, and shared. The difference here is VALUE -- Popego is trying to provide real consumer value in exchange for that examination. It is the ultimate "opt-in" of personal info.
Making sense of the web is a very active space of late, and this tool offers a very viable solution to the problem. The system is still collating my interests as I write this, but based upon the demo and other profiles I saw, I think Popego is a definite contender in this burgeoning space.
Thanks for reading, and don't forget to write.
Popego helps you make sense of this morass of info we call the web. When you join, you give it access to the information in your social media accounts -- and it uses this and your list of connections to deduce your interests. They then offer this sort of slider thing that allows you to adjust the weighting of your interests so that a truly accurate picture is provided.
Here's their explanatory vid:
So there it is. The system then filters the myriad of content on the web and shows you the bits that match your interests. You can also download a widget that includes your various social media feeds -- your online ego. You can also examine the feeds and interests of other users, and natch, make new connections. If only meeting people in real life were this simple. ;-)
Now, with a system like this, you are consenting to have a great deal of info about you to be examined, parsed, and shared. The difference here is VALUE -- Popego is trying to provide real consumer value in exchange for that examination. It is the ultimate "opt-in" of personal info.
Making sense of the web is a very active space of late, and this tool offers a very viable solution to the problem. The system is still collating my interests as I write this, but based upon the demo and other profiles I saw, I think Popego is a definite contender in this burgeoning space.
Thanks for reading, and don't forget to write.
Tech Crunch 50: Mixtt: Transforming Social Media from One to Many TO Many To Many
We are all aware that one of the critical aspects of the Internet is the ability for one person to reach a virtually unlimited audience. The triumph of technology making one-to-many communication possible.
Social media was a lynchpin of this, because it gave everyone a place and the tools to connect with individuals or groups as they saw fit.
Mixtt offers a new take on the "to-many" concept, though in this case it is "many-to-many."
Here's how it works. You sign up your group, post your interests and plans, and connect with other GROUPS -- in the real world.
So for example, Jane and her girlfriends join and connect with John and his posse at a bar in SoHo.
This makes it a sort of hybrid between online dating, which is by all accounts a mature business in its current form, and social networking. The system doesn't rely on profiles or quizzes but rather on the ability of groups to safely meet one another in the real world. I say safely not because safety is certain, but rather because you are a lot safer when you meet that fella with your galpals than alone. It also lets you meet multiple people at once -- meaning fewer uncomfy dates and more social occasions that might actually be -- dare I say it -- fun?
Naturally, this doesn't have to be about meeting in a bar. For example, two dog lover groups could meet at a dog part (and what better credential is there in a potential mate than a love of dogs?)
Now, this model won't be for every online dater. If you view online dating in terms of a younger, casual group and an older relationship oriented set, Mixtt seems clearly aimed at the former - the Match/Lavalife users who have the time and inclination to participate in more social occasions.
And lots of companies have made big dough on that segment of the market. My point being that I'd be more concerned about this if I were Lavalife than eHarmony or Perfectmatch.
And what's more, this site is really meeting a need -- the desire for human connection -- in an innovative way. The model is tailor-made to attract women, because it is safer and more relaxed as a concept. And the one certainty in online dating is that where there are women, the lads follow ASAP.
Thanks for reading, and don't forget to write.
Tech Crunch 50: Tingz: Instead of You Browsing The Web, Tingz Bring T'ings to You!
One of the critical web 2.0 trends is a change in direction for content and users. In 1.0, users were given the opportunity to easily find content where it lived online. It was an enormous innovation -- what used to take weeks could be done in minutes.
But with 2.0, the idea is to radically change the landscape by offering users greater convenience. In short, things can come to you instead of the other way around. Though in this case, Tingz is probably the preferred spelling of Things.
Because Tingz are a new set of tools that allow you to modularize content you use from across the web and bring it to where you live online. What's more, Tingz can migrate to a variety of devices, and you can customize the assortment of Tingz you see on every device. Perhaps you will have three on your celly, ten on your TV, thirty on your work PC, and 55 on a piece of social media. Additionally, Tingz allow you to share any kind of content with others at any time. This is a nice feature, indeed.
Here's a vid of their TC 50 preso:
Broadcasting Live with Ustream.TV
The overall concept isn't new, but the portability seems like a great feature. I'll be watching these guys because content portability and modularization are definitely a big deal in terms of the future of the web.
Thanks for reading, and don't forget to write.
Tech Crunch 50: OtherInbox: You Can't Avoid The Email Mountain, But Maybe You Can Prevent the Avalanche
Is everyone else noticing how the email sector is heating up? With Xobni and a bunch of other startups getting ink -- err, electrons -- this space is growing.
One of these entries, OtherInbox, was launched in beta at TC 50, and their model is worth your attention. The idea here is to better manage the avalanche of email each of us receives by assigning separate email accounts to every company you do business with, and then manage them all from one place.
OtherInbox helps you to spend less time reading and managing your email. Instead of having a single email address such as johnsmith23@gmail.com, you get an unlimited number of email addresses at your own domain name such as johnsmith.otherinbox.com. Any address @johnsmith.otherinbox.com goes to OtherInbox, so you can easily assign a different email address to every website. Without having to set up any folders or rules, your email gets organized so that it’s easy to jump right to the messages you care about most. Also, if a website starts to send you spam, you can stop it with the powerful new Block button.
The model is intriguing not because of the multiple accounts bit -- everyone or most everyone online has been doing that for years. Rather, it is in the system by which you manage all these accounts from one place. It sort of works like sub-urls, meaning that you assign a sub-bucket to every entity you deal with. So for example
macys@johnsmith.otherinbox.com
RNC@johnsmith.otherinbox.com
eddiebauer@johnsmith.otherinbox.com
Etc.
You can also create a vanity url, like JohnSmith.com, if you avail yourself of the premium service.
So all these accounts get managed from a web based interface that is vaguely reminiscent of Outlook, to make it easy to use.
I like the model. There are a lot of good entries in the emerging "email 2.0 arena," but this one is definitely worth a peruse.
Thanks for reading, and don't forget to write.
One of these entries, OtherInbox, was launched in beta at TC 50, and their model is worth your attention. The idea here is to better manage the avalanche of email each of us receives by assigning separate email accounts to every company you do business with, and then manage them all from one place.
OtherInbox helps you to spend less time reading and managing your email. Instead of having a single email address such as johnsmith23@gmail.com, you get an unlimited number of email addresses at your own domain name such as johnsmith.otherinbox.com. Any address @johnsmith.otherinbox.com goes to OtherInbox, so you can easily assign a different email address to every website. Without having to set up any folders or rules, your email gets organized so that it’s easy to jump right to the messages you care about most. Also, if a website starts to send you spam, you can stop it with the powerful new Block button.
The model is intriguing not because of the multiple accounts bit -- everyone or most everyone online has been doing that for years. Rather, it is in the system by which you manage all these accounts from one place. It sort of works like sub-urls, meaning that you assign a sub-bucket to every entity you deal with. So for example
macys@johnsmith.otherinbox.com
RNC@johnsmith.otherinbox.com
eddiebauer@johnsmith.otherinbox.com
Etc.
You can also create a vanity url, like JohnSmith.com, if you avail yourself of the premium service.
So all these accounts get managed from a web based interface that is vaguely reminiscent of Outlook, to make it easy to use.
I like the model. There are a lot of good entries in the emerging "email 2.0 arena," but this one is definitely worth a peruse.
Thanks for reading, and don't forget to write.
Tuesday, September 16, 2008
LinkStorm and Coke Make a Marketing PowerHouse With CokeTag(tm)
It's that time again. My every three monthly post about the wonder that is Linkstorm. You may remember my dulcet toned post in April, and then in June. But if ya don't Linkstorm makes these very cool Flash/DHTML marketing things -- ads, widgets, etc. that allow users to offer indexed content within a very small space. They can drive great increases in banner click rates AS WELL AS conversion rates because they get consuemrs to exactly the content they want. Here's a picture. You'll get it instantly:
You should get your tush over to their site and check it out.
But this post is about a very different offering -- a content widget that they developed for the fine people at Coke called CokeTag(tm).
Basically, this is a deep experience unit that allows you to select and promote content online to friends and connections in social media. Add your blog links, your favorite charities, the home page of your favorite Presidential candidate ;-). Whatever floats your boat. Then invite other FaceBook users to check out your stuff.
Here's how Coke describes it on the CokeTag minisite:
A CokeTag is a fun, personal widget for packaging and sharing links to content across the Web. Use CokeTags to promote yourself — your blog, work, interests, team, band or whatever you like or care about — and then track how influential you are!
The CokeTag editor lets you package your links into a personal widget that you can immediately send to friends. Then sit back and use the CokeTag click counter to track who's looking at your CokeTag, see where they click and find out how popular your links are!
The Coke branding is prominent but not obnoxiously so. And I think this is EXACTLY the sort of thing that a lifestyle brand should be doing. Coke makes social expression possible, yet the responsibility for the content of the links, which might weird out weaker marketing concerns, is clearly on the user. So all good warm fuzzies, no backlash.
I'm telling you, this is a marketing Tsunami -- something that is flowing across FB and leaving its delightful wave ribbon on the pages of delighted users.
One more reason to seriously consider Linkstorm in your next effort.
And NO, they are not a client. I actually DO like them this much.
Thanks for reading, and don't forget to write.
You should get your tush over to their site and check it out.
But this post is about a very different offering -- a content widget that they developed for the fine people at Coke called CokeTag(tm).
Basically, this is a deep experience unit that allows you to select and promote content online to friends and connections in social media. Add your blog links, your favorite charities, the home page of your favorite Presidential candidate ;-). Whatever floats your boat. Then invite other FaceBook users to check out your stuff.
Here's how Coke describes it on the CokeTag minisite:
A CokeTag is a fun, personal widget for packaging and sharing links to content across the Web. Use CokeTags to promote yourself — your blog, work, interests, team, band or whatever you like or care about — and then track how influential you are!
The CokeTag editor lets you package your links into a personal widget that you can immediately send to friends. Then sit back and use the CokeTag click counter to track who's looking at your CokeTag, see where they click and find out how popular your links are!
The Coke branding is prominent but not obnoxiously so. And I think this is EXACTLY the sort of thing that a lifestyle brand should be doing. Coke makes social expression possible, yet the responsibility for the content of the links, which might weird out weaker marketing concerns, is clearly on the user. So all good warm fuzzies, no backlash.
I'm telling you, this is a marketing Tsunami -- something that is flowing across FB and leaving its delightful wave ribbon on the pages of delighted users.
One more reason to seriously consider Linkstorm in your next effort.
And NO, they are not a client. I actually DO like them this much.
Thanks for reading, and don't forget to write.
iGoogle Audio Indexing Widget: The Opposition Researcher's Dream
I just learned from Read Write Web about an iGoogle widget that lets you receive notifications when a political speech contains keywords you select. My first thought was that the people at the RNC and DNC that are responsible for opposition research are gonna lurve this. Oppos are the fine people who will summarize a 7 term Senator's career with a :30 ad that points out that he once supported a bill that contained an embarrassing rider that no one noticed, but the content of which will make undecideds feel icky about him 34 years later.
Oppo research is a big business now, and a major focus of the efforts on both sides. But now Google will "watch" all the videos for you, and deliver to you those little nuggets of ickiness that make the wheels of American democracy spin.
It doesn't have 40 years of video in its index, it's more a going forward thing. But the Oppo guys and gals must love this.
And on a more serious note, this will be of enormous use to voters who want to understand positions and policy ideas. Not to mention lipstick on pigs.
Tee hee.
Thanks for reading, and don't forget to write.
Laura Bush Not a Team Player? You Go, Girl!
A righty friend tells me that there is a bit of a bruhaha over Laura Bush's appearance in an upcoming issue of Harper's. I should point out that he is deeply amused by this.
So why the kerfuffle? The reason? As a way of underscoring her commitment to childhood reading and literacy, she is photo'd holding a very popular book.
Problem is, Sarah Palin wanted that book banned when she was Mayor of Wasilla.
You go, Laura!
So why the kerfuffle? The reason? As a way of underscoring her commitment to childhood reading and literacy, she is photo'd holding a very popular book.
Problem is, Sarah Palin wanted that book banned when she was Mayor of Wasilla.
You go, Laura!
McCain BlackBerry Model 2000B
It's a very cheap shot, I know. But my candidate hasn't had a good day since the DNC. So cut me a little posting slack.
Tech Crunch 50: AdRocket: Will It Restore the Luster to Email Marketing?
Hey, I'm not saying email is on a gurney right now, but few would question the idea that email sponsorship -- not CRM but sponsorship -- has been getting deemphasized by many marketers of late. The key issue relates to lower sales results from such ads, as email marketing has always been disproportionately used by DR marketers. Those DR guys don't mess around. If it isn't working, it's cut from the plan on that day.
AdRocket is an email ad customizing service that analyzes the interests and habits of email recipients and serves them emails with text ads that met their interests.
Here's how they describe it:
AdRocket’s relevance algorithms process non-personally identifiable interest, demographic, or behavior data about your subscribers. We generate specific targeting meta data per subscriber then retrieve the most valuable performance-based text ads from our network partners.
AdRocket is a targeting and optimization network, not an ESP or email sender. We insert ads into your existing email communications as they are sent by your own MTA or ESP. Unlike with image ads, which are not visible in up to 50% of email clients, AdRocket’s targeted text ads are seen in every email opened.
After emails are sent AdRocket tracks all click behavior and can report on it back to you. We apply the data to improve our relevance on the next send.
As a text only solution this won't help companies trying to serve banners in emails, but that's OK. Most email banners are static gifs, and response rates tend to be rather low. Why NOT shift the focus to targeted text ads.
The other side of this is that DR marketers could use this platform to serve mroe effective links in THEIR OWN CRM campaigns. That is intriguing as well.
As a DR tactic, this is worth a look.
Thanks for reading, and don't forget to write.
AdRocket is an email ad customizing service that analyzes the interests and habits of email recipients and serves them emails with text ads that met their interests.
Here's how they describe it:
AdRocket’s relevance algorithms process non-personally identifiable interest, demographic, or behavior data about your subscribers. We generate specific targeting meta data per subscriber then retrieve the most valuable performance-based text ads from our network partners.
AdRocket is a targeting and optimization network, not an ESP or email sender. We insert ads into your existing email communications as they are sent by your own MTA or ESP. Unlike with image ads, which are not visible in up to 50% of email clients, AdRocket’s targeted text ads are seen in every email opened.
After emails are sent AdRocket tracks all click behavior and can report on it back to you. We apply the data to improve our relevance on the next send.
As a text only solution this won't help companies trying to serve banners in emails, but that's OK. Most email banners are static gifs, and response rates tend to be rather low. Why NOT shift the focus to targeted text ads.
The other side of this is that DR marketers could use this platform to serve mroe effective links in THEIR OWN CRM campaigns. That is intriguing as well.
As a DR tactic, this is worth a look.
Thanks for reading, and don't forget to write.
Tech Crunch 50: Shryk.com: Kids Can Do More WIth Money Than Buy Candy
We all know that American adults suck at saving money. Our average savings rate is about as low as the price of a Taco Bell Burrito. There are lots of reasons for this, among them the declining real income of American families.
But another reason, at least in my opinion, is we don't teach financial responsibility. The Shryk sites are out to change all that. Here's their sucinct self description:
Instead of relying solely on our education system, Shryk has created a new model for helping children and adults alike learn $literacy. Compounding lessons in the classroom with real world experience strengthens our ability to make a long-term difference. Our two-pronged approach will bring a free platform to schools and reinforce these lessons with our online banking platform providing the ability to grow with users into adulthood and beyond.
There are two web properties in their solution:
iThryv: An online banking platform offering youth friendly features like customizable templates and tools to help them understand and control their spending better. The system makes allowances for member age to provide age appropriate tools and pages. It also offers points for good behavior that can be spent in an online store. Such behavior can relate to participating in education or in responsible financial planning.
WeProsper: A financial literacy and learning community with outreach to schools.
Their approach is looking for a perfect storm of involvement from:
Banks and financial institutions
Teacher and schools
Sponsors
Parents and Young People
I love the mission and can see great marketing opportunities for banks and other firms desiring to reach and connect with young people and their money. Definitely check this site out.
Thanks for reading, and don't forget to write.
But another reason, at least in my opinion, is we don't teach financial responsibility. The Shryk sites are out to change all that. Here's their sucinct self description:
Instead of relying solely on our education system, Shryk has created a new model for helping children and adults alike learn $literacy. Compounding lessons in the classroom with real world experience strengthens our ability to make a long-term difference. Our two-pronged approach will bring a free platform to schools and reinforce these lessons with our online banking platform providing the ability to grow with users into adulthood and beyond.
There are two web properties in their solution:
iThryv: An online banking platform offering youth friendly features like customizable templates and tools to help them understand and control their spending better. The system makes allowances for member age to provide age appropriate tools and pages. It also offers points for good behavior that can be spent in an online store. Such behavior can relate to participating in education or in responsible financial planning.
WeProsper: A financial literacy and learning community with outreach to schools.
Their approach is looking for a perfect storm of involvement from:
Banks and financial institutions
Teacher and schools
Sponsors
Parents and Young People
I love the mission and can see great marketing opportunities for banks and other firms desiring to reach and connect with young people and their money. Definitely check this site out.
Thanks for reading, and don't forget to write.
Tech Crunch 50: Tweegee: Take It From Tweeger, The Net Can Be Fun AND Safe For Tweens
I've written before about the need for safe environments for kids, so you can imagie that I was rather interested in checking out Tweegee, a new tween environment for kids that made a splash at TC 50.
Here's how they describe themselves:
Tweegee is a Web Portal for Tweens (kids aged 7-15) which offers them a complete world of Internet resources to create, share and have fun with. It's a one-stop site which provides Tweens with a safe and integrated ability to take full ownership of their online activities, to create their own complete personal web sites, communicate via web based email and organizer, engage in rich multiplayer games, read news most relevant to them, author their own articles and much more.
Tweegee believes in a genuine web 2.0 Internet experience which addresses Tweens correctly while allowing them to experience the "real Internet". We believe that in this tech-age children should embrace internet education and cognition from early on, particularly web 2.0 activities, in order to adopt proper net-behavior and prepare for their adult life of unsupervised exploration of the World Wide Web.
Therefore, Tweegee is doing everything in its power to endow children with the proper tools, guidance and knowledge of the different web utilities – all this while protecting their privacy and keeping them safe – without taking the fun out!
Their approach to safety appears to be about creating a microcosm of web functionality within their site. What I mean is that tweens can participate in a long list of favorite online activities, but in a more controlled, safe, and monitored environment.
When you are develop a "world" for kids, there is clearly a tightrope you must walk. Safety and broad access to the web would appear to be negatively correlated. What I mean is, wherever kids are free to communicate with one another they are also potentially in danger. But the flipside is that if you offer a totally controlled environment, you reach into the jaws of net experience and extract the fun.
One of the components of their approach to safety is a set of seven cartoon movies in which Tweeger explains the benefits and risks of online sharing, and explains the options of sharing with either the entire community or only your friends. It's a very interesting educational approach, and I found the content strong.
Here's one of the movies:
In essence they are trying to empower kids to take charge of their own safety in addition to a battery of other safety measures they have in place.
Here's their description of some of the other safety measures they use to keep kids safe:
Tweegee operates a filtering and separation system that facilitates a high level of detailed content filtering and includes a parent’s awareness control. Safety features include the patent pending "Word Up!" application that gives kids the freedom to chat without the ability to reveal any personal details or use improper language.
The content uploading component will be interesting to watch -- IF they have figured out a safe way to do this, Tweegee may well be a game changer.
Thanks for reading, and don't forget to write.
Here's how they describe themselves:
Tweegee is a Web Portal for Tweens (kids aged 7-15) which offers them a complete world of Internet resources to create, share and have fun with. It's a one-stop site which provides Tweens with a safe and integrated ability to take full ownership of their online activities, to create their own complete personal web sites, communicate via web based email and organizer, engage in rich multiplayer games, read news most relevant to them, author their own articles and much more.
Tweegee believes in a genuine web 2.0 Internet experience which addresses Tweens correctly while allowing them to experience the "real Internet". We believe that in this tech-age children should embrace internet education and cognition from early on, particularly web 2.0 activities, in order to adopt proper net-behavior and prepare for their adult life of unsupervised exploration of the World Wide Web.
Therefore, Tweegee is doing everything in its power to endow children with the proper tools, guidance and knowledge of the different web utilities – all this while protecting their privacy and keeping them safe – without taking the fun out!
Their approach to safety appears to be about creating a microcosm of web functionality within their site. What I mean is that tweens can participate in a long list of favorite online activities, but in a more controlled, safe, and monitored environment.
When you are develop a "world" for kids, there is clearly a tightrope you must walk. Safety and broad access to the web would appear to be negatively correlated. What I mean is, wherever kids are free to communicate with one another they are also potentially in danger. But the flipside is that if you offer a totally controlled environment, you reach into the jaws of net experience and extract the fun.
One of the components of their approach to safety is a set of seven cartoon movies in which Tweeger explains the benefits and risks of online sharing, and explains the options of sharing with either the entire community or only your friends. It's a very interesting educational approach, and I found the content strong.
Here's one of the movies:
In essence they are trying to empower kids to take charge of their own safety in addition to a battery of other safety measures they have in place.
Here's their description of some of the other safety measures they use to keep kids safe:
Tweegee operates a filtering and separation system that facilitates a high level of detailed content filtering and includes a parent’s awareness control. Safety features include the patent pending "Word Up!" application that gives kids the freedom to chat without the ability to reveal any personal details or use improper language.
The content uploading component will be interesting to watch -- IF they have figured out a safe way to do this, Tweegee may well be a game changer.
Thanks for reading, and don't forget to write.
Tech Crunch 50: BlahGirls.com BlahBlahBlahBlahBlahBlah. Blah.
Oh my. Blahgirls.com is a delightfully bizarre content site where cartoon teens talk about, you know, what teens might talk about. Take a look:
Each of the characters appears to have a specialty:
Britney: Relationships
Krystle: Gossip
Tiffany: Life
Stewart: Fashion
Botox: The punctuating chihuahua
Lili: Setting women everywhere back 50 years
It is hilarious, sort of a female SouthPark. Slightly less rude. But only slightly. BlahGirls.com I BEG OF YOU, please do not resurrect Mr. Hanky, or create a tampon equivalent.
It's a content play, from Katalyst Media. No relation.
Marketing opps are definitely a part of the mix. In addition to banners, I am sure that content integration will be part of the overall direction of this site. And I'm guessing that given the simplicity of the animation, mobile browsing will be a big part of their viewership.
Thanks for reading, and don't forget to write.
Each of the characters appears to have a specialty:
Britney: Relationships
Krystle: Gossip
Tiffany: Life
Stewart: Fashion
Botox: The punctuating chihuahua
Lili: Setting women everywhere back 50 years
It is hilarious, sort of a female SouthPark. Slightly less rude. But only slightly. BlahGirls.com I BEG OF YOU, please do not resurrect Mr. Hanky, or create a tampon equivalent.
It's a content play, from Katalyst Media. No relation.
Marketing opps are definitely a part of the mix. In addition to banners, I am sure that content integration will be part of the overall direction of this site. And I'm guessing that given the simplicity of the animation, mobile browsing will be a big part of their viewership.
Thanks for reading, and don't forget to write.
Tech Crunch 50: Hangout.net Says "Get a Room"
And you though immersive worlds were done! Well, actually YOU probably knew they weren't and Hangout.com is one of the latest entries in this space, designed to help 16-24 year olds interact in their own virtual spaces.
Interact with whom, you might ask. Well, friends, new friends, and even A list bands. That last bit is a nice touch, offering a richer alternative to MySpace's presumed "ownership" of music in the multipurpose social media realm.
CNET produced the following vid from their Tech Crunch launch:
It's great that someone is really reexamining the social network space -- the ability to create a profile online was a tremendous innovation. But it isn't fostering as complete an interaction as is possible
I'm not in the beta yet, but from what I can see the 3-D environment is beautiful.
One interesting aspect of this world is the ability to dress yourself and your space with digital facsimiles of real world objects -- objects you can click to buy and have sent to your real world home.
And this part seems great as well: within your hangout, you can jointly experience media with your friends -- music and video and and and watched "together" in real time.
Here's how they describe themselves:
Get A Room
Now you can customize your own room, fully interact with friends and your favorite brands, and share media experiences in an immersive 3D environment. Hangout helps My Space become My Place and offers:
Fully customizable rooms- choose your furniture, wall colors, anything
Dress your avatar - Mohawk, high heels, thousands of t-shirts
Cover the walls - put up your Facebook photos or choose from hundreds of thousands of posters from Art.com
Watch YouTube videos with your friends or listen to a playlist of music you like
Interact with the brands your love - Monster Energy, SkullCandy, CELCIUS
Play games with your friends - beat their high score, earn coin, and brag
Make totally new furniture - bend the legs, stretch the cushions, get creative
Hangout - chat, voice chat, or just check each other out.
They aren't the only virtual world designed especially for young people, but if you compare the look and functionality of this site to...say...Habbo... there really is no comparison.
Thanks for reading, and don't forget to write.
Interact with whom, you might ask. Well, friends, new friends, and even A list bands. That last bit is a nice touch, offering a richer alternative to MySpace's presumed "ownership" of music in the multipurpose social media realm.
CNET produced the following vid from their Tech Crunch launch:
It's great that someone is really reexamining the social network space -- the ability to create a profile online was a tremendous innovation. But it isn't fostering as complete an interaction as is possible
I'm not in the beta yet, but from what I can see the 3-D environment is beautiful.
One interesting aspect of this world is the ability to dress yourself and your space with digital facsimiles of real world objects -- objects you can click to buy and have sent to your real world home.
And this part seems great as well: within your hangout, you can jointly experience media with your friends -- music and video and and and watched "together" in real time.
Here's how they describe themselves:
Get A Room
Now you can customize your own room, fully interact with friends and your favorite brands, and share media experiences in an immersive 3D environment. Hangout helps My Space become My Place and offers:
Fully customizable rooms- choose your furniture, wall colors, anything
Dress your avatar - Mohawk, high heels, thousands of t-shirts
Cover the walls - put up your Facebook photos or choose from hundreds of thousands of posters from Art.com
Watch YouTube videos with your friends or listen to a playlist of music you like
Interact with the brands your love - Monster Energy, SkullCandy, CELCIUS
Play games with your friends - beat their high score, earn coin, and brag
Make totally new furniture - bend the legs, stretch the cushions, get creative
Hangout - chat, voice chat, or just check each other out.
They aren't the only virtual world designed especially for young people, but if you compare the look and functionality of this site to...say...Habbo... there really is no comparison.
Thanks for reading, and don't forget to write.
Monday, September 15, 2008
Check Out Marc Ostrick's New Blog
Hollywoodizen Marc Ostrick has created a new blog called Notes From An Online Video Junkie that you should really check out. It offers a great perspective on the emerging high quality online video business. What I like about this blog is that it comes from the perspective of a content creator rather than an advertiser.
Original online video has come a long way since Chocolate Rain, and Marc’s blog offers great perspective on the topic.
Thanks for reading, and don’t forget to write.
Original online video has come a long way since Chocolate Rain, and Marc’s blog offers great perspective on the topic.
Thanks for reading, and don’t forget to write.
Tech Crunch 50: LiveHit Shows You What's Gonna Be Hot
I've been on the planet long enough to know that being a good marketer REQUIRES knowledge of both macro trends and a day to day understanding of what's hot. I feel very lucky to work at a small company where our teams' personal interests are so diverse that, simply through over the cube wall osmosis, I am kept up to date on fields in which I am not deeply interested.
We all have things -- fields, technology, gadgets, companies, music, books, whatever, that we follow closely, and our desire to be au courant in those areas is pretty darned strong.
Problem is, there's just too much out there. For example, I read about 4 books a week, so I am an avid follower of the literary world. But there are like a dozen social networks, I'm guessing 150,000 blogs, and thousands of publisher and media sites reporting on books. There's just no way to keep up.
Add to that the decreasing effectiveness of marketing aimed at creating hype, and you've got an untenable situation looking for a solution.
But now there's LiveHit, an entertainment site that tracks what's hot and what's going to be hot by monitoring the behavior of others on content sites. By examining people's behaviors related to your interest area, you can see what's getting attention right now, and connect with that content as well as people who share your passions.
Here's how the TC 50 site described it:
An entertainment site that tries to present users with media that is the most popular at any given moment. LiveHit is geared towards the social networking audience, with categories that include entertainment, sports, shopping, and general information. The site monitors how many people are interacting with a piece of content, and presents the most popular links as a stack of clickable snapshots.
The unique visual "Live Map" helps you sort of preview the pages people are examining. You get to pick where you want to go.
LiveHit is offering a variety of ways for publishers, ad networks, and content owners to work with them to participate in the community. It also helps those partners feature a constantly changing array of content so as to drive deeper engagement and user experiences. Presumably all of the consumer provided info on demographics and interests will also help them better target consumers with the right advertising.
It's a fascinating model. I haven't been able to get the alpha site to work right, but from what I saw this looks like a very intriguing concept.
Thanks for reading, and don't forget to write.
Tech Crunch 50: Footnote.com: Giving New Meaning to the Term "Social History"
I was a history major in college, and back then social history was a term used to describe a movement that tried to better understand the lives of regular people -- not kings or moguls or industrialists but rather the life experiences of regular people.
Footnote is a different kind of social history, and yet in a way it isn't. It's just that in this instance, the historians are the public. And if there were ever an instance in which the wisdom of crowds can enrich understanding, it's history.
The foundation of footnote is a vast -- and I mean REALLY vast collection of over 40 million documents. Government records, photos, newspapers, comments, and a whole bunch of other stuff. Further the library grows by housing the constant flow of new contributions from members who are passionate about aspects of history. They started with a partnership with the National Archives, and then members have added huge quantities of documents since they wen live in January 2007.
So what kind of history are we talking about? Well, THAT is the beauty of Footnote. It reflects your interests as well as those of the many other members who piece together content on their terms. It can be as narrow as genealogy, or as broad as the study of a war.
But its in the area of genealogy that Footnote will likely add the most value for consumers. In fact, they were one of the sites featured two weeks ago on NBC's Today Show:
Key to the Footnote.com offering is a really strong search offering. Here's a short vid that outlines all of the ways it helps you single out the documents or other content that will enrich your historical view:
The different genealogy sites each have their strong points -- Footnote's search, document libraries, and social networking aspects makes their offering a strong contender in this HIGHLY lucrative space.
Thanks for reading, and don't forget to write.
Footnote is a different kind of social history, and yet in a way it isn't. It's just that in this instance, the historians are the public. And if there were ever an instance in which the wisdom of crowds can enrich understanding, it's history.
The foundation of footnote is a vast -- and I mean REALLY vast collection of over 40 million documents. Government records, photos, newspapers, comments, and a whole bunch of other stuff. Further the library grows by housing the constant flow of new contributions from members who are passionate about aspects of history. They started with a partnership with the National Archives, and then members have added huge quantities of documents since they wen live in January 2007.
So what kind of history are we talking about? Well, THAT is the beauty of Footnote. It reflects your interests as well as those of the many other members who piece together content on their terms. It can be as narrow as genealogy, or as broad as the study of a war.
But its in the area of genealogy that Footnote will likely add the most value for consumers. In fact, they were one of the sites featured two weeks ago on NBC's Today Show:
Key to the Footnote.com offering is a really strong search offering. Here's a short vid that outlines all of the ways it helps you single out the documents or other content that will enrich your historical view:
The different genealogy sites each have their strong points -- Footnote's search, document libraries, and social networking aspects makes their offering a strong contender in this HIGHLY lucrative space.
Thanks for reading, and don't forget to write.
Tech Crunch 50: Bojam And The Wisdom of Musical Crowds
There's an adage about too many cooks spoiling the broth, but the web is disproving that idea every day. And Bojam is out to do the same in the music creation arena. The wisdom of the crowd is one of the guiding principles of 2.0, which puts this offering firmly in that auspicious category.
So what is it exactly? Well, Bojam is a service that helps people work individually and together to create better music. We all know that music hasn't simply been a business in which you just record something since about the time horns came off Victrolas. We all know that real artistic creativity is only possible with the tools and people that can bring out the best.
Which leaves an excellent opening for Bojam to take the wisdom of the masses and apply it to the rapidly evolving music industry.
Here's the text of the CrunchBase feature on them:
Bojam is an online music collaboration service connecting musicians by giving them a platform to mix, record, and collaborate to produce original or popular music. Musicians of all levels create or discover mixes to contribute to and connect with compatible musicians worldwide. They can use the Bojam Mixer to experience a song in its multi-track format, controlling individual instruments (eg muting or panning a track) and learning how to play a given part. Users record what they play and mix it with the song, then use advanced editing and sound effect tools to clean it up. Mass collaboration has been utilized in text (Wikipedia) and software (Firefox). Bojam does so with music, open-sourcing all aspects of the music creation process, including a wiki-style platform for adding song info, lyrics and instrument tabs. Bojam is open-source music and our goal is to revolutionize the music creation process by harnessing the skill, enthusiasm, and creativity of the music community.
Ya'll know that I am not really a musicphile, but I really really love this concept. By unleashing the creativity of people in a collaborative and easy to use environment, Bojam has the potential to transform the music biz.
A phenomenal idea -- one you should check out. Their site is rather Spartan at the moment, but let's all keep our eyes open for this game changer offering.
Thanks for reading, and don't forget to write.
Tech Crunch 50: Angstro Connects Smarter
I was quite intrigued when I heard about Angstro. I’ve been searching for a better way to stay on top of the people and organizations of my network, but had not found a strong solution. One of the first tools I tried was Google and Yahoo Alerts – I typed in my people and search terms and frankly got a bunch of gobbledygook. News of people with the same names, for example. Or, when I tried to track who posted info from my blog, I got my own blog posts back 90% of the time.
OK, none of this stuff is essential – but then, hey, very little besides oxygen and water are actually essential to our lives. And this stuff is really important – keeping up with colleagues and organizations is very important to my business and my life.
Of course, the complexity of the process depends on the individual or organization you are trying to track. Not hard for me to track Cory Treffiletti – an incredibly uncommon name, but harder when I am trying to track John Durham, a perhaps uncommon name but not a unique one.
Enter Angstro. Here, let’s start by letting their website describe their service:
Ångströ delivers the news you need to know about your professional network.
By leveraging existing services such as LinkedIn, Facebook and Twitter, Ångströ helps you easily discover and share critical business news about colleagues, clients, and companies.
Unlike clipping services that confuse multiple people with the same name, Ångströ both disambiguates names and analyzes social graphs to prioritize those relationships that matter to you most.
Nice description, and an excellent idea for an improved methodology that cuts out the chaff and gets you to the wheat of your relationships and connections.
I’ve applied for the beta, so I’ll be writing more about them. I suggest you apply as well. Because if this product does what it says on the side panel, you’ll find this an incredibly useful offering.
Thanks for reading, and don’t forget to write.
Tech Crunch 50: Adgregate Markets and The Transactional Widget
A little while back I wrote a post about a company called Qoof, and I liked what I saw. Adgregate Markets is a similar offering that offers the additional feature of being fully transactional! Transactional widgets are by no means commonplace – usually when you make a click to buy in a widget, it spawns a browser window that shows a prepopulated shopping cart.
Their core intro product is a “ShopAd™ Widget. From their site:
ShopAdsTM Widget
Adgregate Markets' ShopAdsTM are an innovative advertising technology that enables customers to complete secure purchase transactions within Flash-based ad banners. With Adgregate Markets, transactions are made directly through the ad widget without needing to divert customers away from publishers' web sites.
But wait, I am getting ahead of myself. Adgregate Markets is platform that offers DR marketers the opportunity to create and field fully transactional widgets. These transactional widgets offer the advertiser the opportunity to feature standard or rich media content to showcase their wares, and then collect the particulars of a buyer right in the widget.
The units themselves are in IAB standard sizes so that simplifies the creative process.
One of the most intriguing claims is that these units can be fielded in virtually any ad network – this has got to be an intriguing play for virtually ANY DR marketer.
Here’s an example:
Another great feature is that bit in the lower right hand corner – the units are viral so that an “evangelist” can place them on their pages including social media. How cool is that?
Anyway, this is cool with a capital C. The idea of in widget transactions is truly a game changer.
Thanks for reading, and don’t forget to write.
Their core intro product is a “ShopAd™ Widget. From their site:
ShopAdsTM Widget
Adgregate Markets' ShopAdsTM are an innovative advertising technology that enables customers to complete secure purchase transactions within Flash-based ad banners. With Adgregate Markets, transactions are made directly through the ad widget without needing to divert customers away from publishers' web sites.
But wait, I am getting ahead of myself. Adgregate Markets is platform that offers DR marketers the opportunity to create and field fully transactional widgets. These transactional widgets offer the advertiser the opportunity to feature standard or rich media content to showcase their wares, and then collect the particulars of a buyer right in the widget.
The units themselves are in IAB standard sizes so that simplifies the creative process.
One of the most intriguing claims is that these units can be fielded in virtually any ad network – this has got to be an intriguing play for virtually ANY DR marketer.
Here’s an example:
Another great feature is that bit in the lower right hand corner – the units are viral so that an “evangelist” can place them on their pages including social media. How cool is that?
Anyway, this is cool with a capital C. The idea of in widget transactions is truly a game changer.
Thanks for reading, and don’t forget to write.
Sunday, September 14, 2008
I'm Movin' On My Scraper Bike...
Here's a trend you should be aware of, because it comes from my city of Oakland. It's called Scraper Bikes, and what it is...is...kids decorating their bikes with things that matter to them. From the Scrapers I have seen, this is usually candy wrappers. But whatever, they are the Art Cars of the Naught Decade. They are EVERYWHERE in Oakland. Check out this, one of the most popular viral vids at the moment.
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