Blog - FRWD | Minneapolis & Chicago

Tuesday

09Mar2010

To Foursquare or Not

I'm losing count of how many times I've deleted and reinstalled foursquare from my phone.

On the one hand, I love feeling like I'm in on something, learning which local restaurants have Mayor Deals, what the heck the "Player Please" badge means, and as an ad geek, seeing how hyper-local advertising is evolving.

On the other hand, I can't help but wonder if constantly checking in at places (and becoming a regular at those places) sends out a "please stalk me" invitation to the online world. Andrew Hyde, a Boulder friend of mine and community director for TechStars, wrote an insightfully simple post on his experiences, which included people "unexpectedly" bumping into him places - all the time.

That lends some commentary to the "but what about the stalkers?" argument. New website PleaseRobMe.com is a satirical (I think. I hope.) website that's essentially a running list of people (logged in users) who've all recently checked in somewhere, implying that they're then not at home - and opening up the possibility of tech-savvy theives coming in after their personal goodies.

There are arguments for and against it, and honestly, I'll continue to use foursquare to stay up on any changes or nifty little improvements. And because I'm a slight social media narcissist? Either way... I'll be at SxSW Interactive this next week in Austin, TX representing myself, a Boulder startup that I contract for, as well as the online blogging community, 20-Something Bloggers, on which I sit as the Charity Co-Admin.

Knowing that there are so many people I want to connect with and run into, I'm going to be using Foursquare to stalk the heck out of the people who want to connect and be found while we're there.

Twitter proved a valuable part of a bloggers' trip to Vegas last summer in terms of just keeping up with everyone's whereabouts, and I'm counting on Foursquare to help me find the friends, party-throwers, and panel-speakers I want to run into this weekend in Texas.

~ Doniree Walker, for FRWD

Photo found here.

tagged

Foursquare,

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sxsw

Mobile,

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Monday

01Mar2010

In the Works - Twitter's New Ad Model

FRWD

When I first heard that Twitter would soon be testing a new means of advertising revenue, I won't lie - I got a little nervous. My initial thought was that the people using Twitter plain and simply will not tolerate ads getting in their way. Now, I know that Twitter needs a revenue model of some kind in order to keep up and running and growing, particularly at the rate at which it is (tweet volume grew by 16x from January ’09 to January ’10; source: Mashable). But what that model would be has been in speculation for quite sometime.

According to All Things Digital, the Twitter ad model proposed will largely mirror Google's and will not interfere with users' Twitterstream. The basics are this:

Ads will be present in search, the same way ads come up in Google search. For instance, if you search for what people are saying about "smartphones," then an iPhone ad could show up. It would only stay in the search stream, and it would be tailored to what users are searching for.
The ads will be no more than 140 characters, just like any other Tweet.
The article states that Twitter will work with brands and advertising agencies in order to "seed" the launch of this model, but that the hopes are that it would eventually become self-service like Google's.
Twitter will share the revenue from the ads with the advertisers.

Naturally, this is a test approach and has a lot of questions and details to be worked out. The pricing model itself is one of those things in question. Will it be a cost-per-click model like Google's, or will they try a different approach?

Either way, I think it's a postive move that Twitter is seeking out a revenue model that lasts, while keeping user experience a top priority.

What do you think? Is this innovative and does it make sense? What do you think about how Twitter should monetize the business to keep it around?

~ Doniree Walker, for FRWD ~

Sources: Mashable, All Things Digital
Photo: found here

tagged

Doniree Walker,

advertising,

search,

twitter

News,

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AdFed: Traditional & Digital Media Metrics and How They Are Merging

FRWD

Ad Fed hosted a February luncheon at International Market Square that discussed relevant tools in the new media landscape. The main speaker for the event was Brian Hayes. He is the VP, U.S. Central Region Sales for comScore’s Media Metrix Division.

Hayes discussed the importance of understanding your consumer and how behaviors have evolved over time. There were 22.3 billion searches in the month of November, which is up 23% from previous year. With new media channels changing everyday, it is vital for businesses to understand who the consumer is and determine how to reach them. In 2008, there was $1.8 billion spent on new media, while only 5% was used for branding purposes. It equates to large opportunities for companies who are trying to integrate or craft a strategy into interactive.

He focused exclusively on mobile and video channel marketing. They are media channels that have increased exponentially across all demographics. Mobile users have increased 65% in past year across all demographics. This is significant because now mobile use (for media purposes) has surpassed PC in terms of impressions being measured. 54% of impressions are coming from mobile users. For video, Hayes talked about the significant growth in videos being viewed across all demographics. Video use has increased by 106% in past year and the average user is spending 11 hrs a month viewing video.

I think the crucial point for the presentation was to emphasize understanding of who your consumers are, understand consumer behaviors, and to focus in on how to effectively reach them. With new tools being introduced to the market each day, there are resources available that will provide valuable insight into creating a focused media strategy plan. Mobile and video marketing isn’t the answer for all companies, but with unlimited growth potential, it is an area of marketing that should be considered going into the future.

- Ryan Olson, Analyst

tagged

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comScore,

mobile,

new media,

video

Local Events

Facebook tops Google in driving traffic to websites

FRWD

The fact that "to Google" has become an actual, acceptable verb in the English language indicates Google's reach and power in our onilne activity. Team that up with frequent product updates, improvements, and releases, and it's no wonder we totally respect and trust The Google.

One might assume then, with its seemingly never-ending reach, that Google would be the #1 traffic driver of users to websites across the Internet.

However, research from compete.com this week shows us that's no longer true; Facebook instead swiped that title, and according to the research, is now driving more traffic to websites than Google and is the web's top source of traffic.

That's kind of a big deal.

Steve Rubel discusses this on his blog and suggests that Google will be scrambling to essentially keep up with Facebook, being challenged in terms of chat, social search, and location information. I don't necessarily agree with this, but that may be personal opinion (I much prefer my life in Google (Reader, Mail, Talk, Docs… even Buzz is growing on me… than I do on Facebook) more than anything.

Regardless, the research is interesting and Rubel posits that this shift will mean business web sites will lose their importance, becoming more about utility while social media is used instead to build the brand and engage the consumers.

How does this research reflect how you use the web? Do you land on more web sites from a Google search or from a link someone posts on Facebook?

~ Doniree Walker, for FRWD ~

(Article and Image Sources)

tagged

Doniree Walker,

Facebook,

Google

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Monday

15Feb2010

The i Icon

FRWD

The Future of Privacy Forum, along with several ad industry trade groups, recently announced that a standard icon – a little “i” – will soon adorn all online ads that use demographic and behavioral data to target Internet users.

Source: NYTimes.com

It’s a preemptive move to ward off government regulation over the ad industry. Groups hope that the icon will become an immediately recognizable symbol – like the tri-arrow recycling symbol – that signals to users that their data is being used to deliver relevant ads. Users who click on the “i” would be taken to a page providing more information on data collection for targeted advertising.

According to the article, advocacy groups expect large companies – think General Mills, Proctor & Gamble, Wal-Mart – to begin including the icon on their ads this summer. Based on the FTC’s statements last February, some fear that government will impose harsh guidelines on targeting capabilities and transparency if the industry does not begin self-regulating.

Source: NYTimes.com

This is potentially huge news, but it raises lots of questions. And while this is an important step towards transparency, it may expose the industry to even more problems than it hopes to solve.

For instance: Will this work with customers? Will there be a backlash? The average Internet user most like does not realize the extent to which this sort of targeting already happens. It’s everywhere. Dozens and dozens of networks offer dozens and dozens of ways to use demographic or behavioral data to reach users with targeted ads.

Another issue: How will this be enforced? Will a few bold CPG and retail advertisers pave the way, thereby setting a new standard? Will other advertisers follow suit on their own? Or do we maybe need the FTC to police this space?

Finally, does this put unfair criticism upon advertisers, who are merely using the data? Does it obscure the fact that large media companies have been quietly collecting, slicing and dicing, and reselling this data, with not-so-obvious ways for users to opt-out?

You can read the full article here. We’d love to hear what you think.

- Chris Cook, Analyst

tagged

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demographic targeting,

government regulation

Online

The Buzz with Buzz

FRWD

So, Google released [another] new product this week - Google Buzz. Naturally - because this is what happens when anything about The Internet As We Know It changes - we all freaked out.

I'll admit - I was initially scared. Aren't we always afraid of the unknown? But instead of immediately rejecting it - at least until someone could tell me why it's useful - I decided to ask my network. Using Google Buzz.

I initially posted this question:

"What's the point here? I like Twitter and Reader just fine - why do I want this?"

One response stuck with me: "The fact that we can even HAVE this conversation is the point."

I thought about that, and then decided to do some more digging, and I posed this question (and warned them all they'd be quoted):

"What was your initial reaction when Buzz was released? Do you find it useful? If so, what will you use it for? Do you feel it is redundant or that it provides a unique or additional value to other social sharing tools."

Here is [the relevant pieces to] the Buzz that followed:

Grace Boyle - Currently, I don't see what the big fuss is about Google Buzz. It doesn't interfere with my Inbox. I simply click on 'Google Buzz' if I want to hear what my direct contacts and friends are saying here.

I do think that Twitter, Facebook, E-mail and blogging does A LOT of what Google Buzz offers. It's a bit overwhelming to have another medium to share information (initial impression).

Derek Shanahan - I think it's got potential, and I think we're all having a lot of trouble with some of the new tools that Google rolls out because they don't think in terms of social media presence. They think in terms of functionality, 'get it done', collaboration and communication. I think Buzz as a Status Update tool is clunky and redundant to anyone using other tools in a nimble way. However, as a means of communicating quickly with a team or select group of contacts (backchannel communication and collaboration) it might beat almost every tool out there. And I've used them ALL […] The underlying stack technology on Buzz is forward thinking, expandable, and NOT Google-centric - they really are trying to tie our tech world together by building a cork board that everything might plug into.

Rebecca Wikler - I think the greatest benefit is that our shared items now serve a purpose. I know some people are displeased with Buzz displaying your contacts to all of your other contacts, but I kind of dig it. I get to see people that are using it, I may not have known. It's no different from being able to view your twitter followers' followers.

Lindsey Edwards - I agree with Rebecca on the subject of contacts! I found a lot of people who I haven't been in contact with on the google network prior to using this tool.

doniree walker - One of the first things I noticed from a question I posed yesterday was the connections and introductions that could happen from my contacts all reading feedback from each other. Some people - as you said, Becca - might not like sharing their contacts with everyone, but I like watching connections happen - it happens in blog comments, in Twitter conversations, etc., and to me - this seems like an interesting outlet for more connections to happen.

"So how did you two meet?" "Oh, in Doniree's GMail inbox."

Conner McCall - It's another communication tool, but unlike Wave, it's sitting right there in your Gmail account waiting to be used. It makes it hard to ignore, and also brings it to the masses. I've had friends who I've never been able to convince to try Twitter suddenly using Buzz. For those of us who love Twitter it's not as useful, but for others it could be incredibly valuable.

Jennifer Beese - My very first reaction was number overload. I didn't like how I was already following 90 people and had like 134 new "buzz" items to read. I immediately closed it and hid for a while. Then, after some deep breathing, I returned to weed through who I was following and brought the numbers down to something a bit more comfortable.

I don't like the shared integration though. I already follow you on Twitter and Reader, I don't plan on not using those anytime soon. The repeats only make me want to unfollow you on Buzz. (Not YOU per se, but a general "you.")

Max Sparber - Let me just point out that this conversation would have been impossible in Twitter, and unlikely on Facebook.

Alex Proaps - I am not sure yet. I already follow most people on Google Reader and share things that way. This just adds one more thing for me to click. :) I will give it a chance though. My issue is that I don't really want to share my Twitter feed with everyone, so I will still use that. I am cutting back on Facebook anyway, but I post most things from TweetDeck anyway. Cognitive overload! :)

~ * ~ * ~ * ~

My verdict? I'm really enjoying the conversations happening around shared information, and am excited to see where this lands.

* Thanks to my friends and colleagues for their insight! *

What do you think? As an individual? As a professional? Is this useful, or is it just "one more thing" to keep tabs on?

~ Doniree Walker, for FRWD ~

tagged

Online,

Sunday

07Feb2010

The Big Game as a Focus Group

FRWD

AdAge.com featured an interesting article on Friday in regards to the Super Bowl (can I say that without permission from the NFL? If not, someone please tell me, and I'll change it… ) that raises a pretty obvious point, though I'd certainly overlooked it.

Tom Denari discusses the fact that while ad agencies "hate submitting their work to a focus group," they love and pay big bucks for a spot in the Super Bowl.

He further explains how this is quite the paradox since the Super Bowl is essentially a focus group of over 100 million people - no small potatoes.

The ad geeks, indifferent observers, and hardcore football fans alike will take note of the ads in between plays, wondering what talking animals the beer companies will bust out this year, or what Danica Patrick will or won't do if you just logon to GoDaddy.com and check it out.

My personal favorite use of Super Bowl ad time in the last few years was for Grey's Anatomy. The show either had moved or was moving from Thursdays to Sunday nights and ABC ran hyper-dramatic, intensely suspenseful ads for Grey's "CODE BLACK" episode, which ended up being one of the show's top-rated first-run showings of its entire series.

The point is - whether agencies realize it or not - the huge, national audience noshing on wings and chili-cheese dip will be not only watching, but actually paying attention to the spots during the game (a feat these days with ad-skipping alternatives like DVRs). Not only will they be watching and discussing these commercials during the game, but on Monday, national newspapers, blogs, and audiences across the country will be rating the ads - which ones were effective, which were funny, which ones they "didn't get," and which ones they'll email their friends about. Talk about a focus group.

Well, let's perpetuate that, shall we?

What's your favorite Super Bowl ad to date? What's the best one this year?

~ Doniree Walker, for FRWD ~

tagged

sports,

Wednesday

03Feb2010

iPad: The wave of the future or just a really big iTouch?

FRWD

Source: Apple

Here at the FRWD office there’s been much discussion over Apple’s new product the iPad. While there were many pros and cons discussed amongst the Mac and PC enthusiasts, several key points were continuously discussed.

There is no flash on the iPad. This is not only a problem for user experience, it’s a problem for advertisers as well. Many online advertisements simply won’t work on the iPad due to its lack of flash. Advertisers will have to adapt their ways if they plan on reaching iPad users. AdAge further discusses iPad’s effect on online advertising here.
If you’re a frequent flyer or use public transportation for a long commute this is your gadget. Many of us concluded that the eReader tool, wider screen for browsing, and access to email with a keyboard would appeal strongly to those often on the move.
Will AT&T’s lack of coverage be a hindrance to the iPad? Several of us immediately bucked at the idea of the iPad simply because of AT&T’s poor coverage and already overloaded 3G system.
Learning from the pricing model of the iPhone, the iPad will change computer pricing forever. “My prediction…in two years it will be tough to find a computer that doesn’t have a service fee.”-John Grudnowski
Users can’t run multiple apps. How can the iPad replace laptops if one can’t even surf the web, while reading a book or listening to music at the same time?
Don’t even get us started on the name.

Whether or not any of these issues will matter to users remains to be seen. The iPad hits stores in April.

What do you think of the iPad? Please leave your comments below.

- Emma Wiedner, Analyst

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