Janet Fouts, author of Social Media Success!
A few of my favorites:
“Focus on sharing your cause. The money will follow.”
and
“Create a relationship first, and then ask for support.”
This is a great book for traveling, or if you’d like to see bite-size examples of successes in non-profit social media. Either way, I’m recommending this one, especially if you’re involved with a non-profit.
Originally posted here:
Review of #SOCIAL MEDIA NONPROFIT Tweet
A year ago, eMarketer issued a report on digital video advertising asking the question, appropriately enough, “Where’s the Money?” The report told the story of rapid growth in the sector (40 percent annual growth rates through 2012) but suggested that video advertising would remain a “relatively small share of overall Internet ad spending.” More significantly, for video advertising to reach large-scale implementation, “two types of convergence” would need to happen, according to eMarketer:
- The convergence between video delivered on the Web and video delivered on television.
- The convergence of business models, with digital video increasingly supported by a mix of ad dollars subsidized by audience subscription fees – much like cable TV.
BrightRoll, a company that is said to be the largest video ad network in the U.S., has a substantial stake in fueling the growth of online video advertising. The company recently released results of its second annual Online Video Advertising Report, suggesting that “advertisers are becoming increasingly reliant on online video as a proven means to reach targeted audiences at scale.”
BrightRoll surveyed executives and media buyers at leading U.S. ad agencies and found that 94 percent planned to increase their spending in online video advertising. Over half of the respondents (56 percent) said they thought online video advertising was “more effective” or “much more effective” than other forms of advertising. The respondents felt that targeting was the most valuable asset of online video ads. As for measurement and analysis, 45 percent of respondents said they would base their online ad spending on cost per video view, versus 34 percent who would base it on cost of engagement, and 16 percent who would base it on cost per impression.
Of course, this survey offered feedback from ad executives, not from website publishers who run video ads on their sites or the consumers who view them.
Let’s keep in mind that video ads are still in their infancy, relative to traditional television. eMarketer says for every dollar spent on Internet video ads in 2009, marketers spent almost $65 on television commercials.
There are legitimate reasons adoption of video ads may be difficult to measure, and why online video advertising may be slower to succeed.
As Ashkan Karbasfrooshan, CEO of video producer WatchMojo, points out in a January 2010 article for TechCrunch, the industry hasn’t even standardized its measurement criteria:
The first thing you realize about video advertising is that most of the money being generated from video content isn’t derived from in-stream advertising (such as pre-,mid-, or post-roll) but rather by in-banner ads (be they standard display ads or rich media). Yet when you look at the projections being forecast by eMarketer and Forrester, they focus mainly on videos sold inside the video player.
Karbasfrooshan also cites other issues that complicate online video advertising, including the risk of basing success on hits, over-selling the use of videos to advertisers without considering the specific audience, the unknown impact of viral video, and the failure to create revenue share deals that can work.
Still, there are plenty big name marketers who are on-board with video advertising – and where the big marketers go, the others are sure to follow.
See original here:
Is Online Video Advertising Ready for Prime Time?
In this ‘off the record’, or ‘unattributed’, or whatever you want to call it, Tweet, Nick Bilton gets the nitty-gritty on how Zuckerberg feels about user privacy. Now, to be fair, I’m sure he’s not totally against some user privacy, but it’s the internet people! Other than your date-of-birth, emails, social security number, and your address/phone number, nothing you put on the internet really needs to be private.
Less private content means better archival options (I can link directly to what you said), transparency among identities, and less trollery. Remember, anonymous comments are the bane of the internet, and in no way contribute to a discussion. Making real people, with real identities, a possibility means we can really cut down on asshats and spam, and that’s what all this Identity 2.0 stuff is trying to do.
My two cents… Don’t expect anything on the net to be private. If you want to keep your opinions to yourself, don’t post them to Twitter or Facebook. If you feel the need to only share them with a handful of people, just group text them or email them. Otherwise, I see no problem w/Facebook, or any company, pushing the limits of so-called privacy on the net a bit. Remember, Blippy couldn’t even keep your Credit Cards safe (Techmeme), so you should assume that if your content is out there, it may one day see the light.
Excerpted from:
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Know what you want…
Seems simple right? In my experience, dealing with hundreds of clients over the last 12 years, very few can actually quantify what they want.
Some tell me they want marketing help (far too vague), but when I ask about success metrics, they almost invariably cite traffic as their primary success measure. Now, not to discount traffic, but that’s not what pays the bills is it?
ROI shouldn’t be calculated on traffic*, but by counting other other measures. If your aim is engagement, count comments, reviews, buzz. If your aim is sales, count overall revenue increases, direct conversions, increase of average sales…
In an SEM campaign in particular, knowing what you want is vital, because every click costs you. Your campaigns should be highly segmented, helping you know where each dime goes, how each ad performs, how each keyword you’re buying contributes to the goals you’ve set.
Search Engine Guide has an excellent post up today about segmenting your keywords:
There are four distinct keyword segments each representing a different phase of the searcher’s buying cycle. After going through the process above you should be left with one or more groups of keyword that can be optimized into a page or several pages. The next step is to take each group and segment them even further based on those keyword segments.
Once you know what you want, you can do A/B testing to determine where your money’s going and whether or not your plan is working. Know what you want and you have a heck of a lot better chance at getting it.
*there are a few, rare exceptions to this rule
See more here:
Online Marketing Goals
We give out way too much information online. You know it, I know it, but it’s fun and we so push the fear out of our minds and continue to chat about our kids, our friends, how annoying so-and-so is at work on Facebook, Twitter and more. But we’ve been conditioned to share, and it’s not a recent evolution.
Supermarket ‘clubs’, like those in place at CVS, Safeway, Publix, and virtually every chain supermarket, save Walmart, already share your data with telemarketers and email marketers. The swipe saves us a few bucks so we agree… Upromise, by Sallie Mae, has already gotten into big trouble with not disclosing the truckloads of data they collect from their toolbar to their users. Still college students add that toolbar and hope for the best. WE SHARE TOO MUCH!
A Mashable post on Data Mining in Social Media digs a little deeper, but still not deep enough. They don’t even mention the new iPhone app that’s being called a ’stalker’s dream’ nor the freaky 123People that lets you check the government documents that other people have filed (or had filed against them).
I’m big on social media, I love it, but this trend toward over-sharing, both purposefully and unintentionally, frightens me.
Source:
Data Mining and Social Media
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New OK Go Video Actually Tops Their Treadmill Video
At work, we do these status reports and they’ve been helpful keeping everyone briefed in a large org w/o wasting time. I’ve been doing them w/my kids in the afternoons on the way home from school. Their feedback was that we needed another section for complaints. 
Grace listed several complaints and I had to keep telling her to stay on track!
Also, note how important food is to them! Each of them included it in their successes…
Cady (12) — The drill sgt got hers out in 2 mins, and then critiqued everyone else’s
Successes
Needs to Improve
Burning Issue
———–
Grace (9)
Successes
Needs to Improve
Burning Issue
————
Jacob (7) — I loved how pithy his responses were. All boy…
Successes
Needs to improve
Burning Issue
——-
Ruby (4)
Successes
Needs to Improve
See the rest here: Tweet This Post
Support your favorite pirate today! Yeah, it’s on the 19th this year, but I like to party like a pirate a little early. Never heard of Talk Like a Pirate Day? Only cool people do it, so if you aren’t doing it… Well, you already know you’re ‘that’ guy. Sad…
Anyhoo! Javascript insert created by Tom Hughes-Croucher of the amazing team at Yahoo! Developer Network. Get your own Talk Like A Pirate Javascript code here!
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All Me Posts Are Pirate Speak Now Mateys
Marketing Socially: Robyn Tippins from Converge SC on Vimeo.
FYI, the very first of my talk is cut off, but what you miss is my telling you that I started a diaper company in 1998, at age 22, and in month one, using forums to market it, we grossed ~$30k. The video picks up there.
See more here:
Robyn Tippins at ConvergeSC
It should come as no surprise that consumers trust reviews more than they trust advertising. But reviews themselves are becoming a form of advertising and based on results of the recent Nielsen Global Online Consumer Survey (pdf) it’s working:
“Recommendations by personal acquaintances and opinions posted by consumers online are the most trusted forms of advertising globally,” the Nielsen survey, the largest of its kind, shows that, “nine in every ten Internet consumers worldwide (90 percent) trust recommendations from people they know, while seven in every ten (70 percent) trust consumer opinions posted online.”
This leads Trendwatching.com, in its September trend report to proclaim:
“Businesses have to understand and accept that consumers’ decision making processes, which ultimately come down to whether they will buy from you or from someone else, have truly shifted to a new, powerful peer-to-peer arena.”
While consumer-influenced purchasing via reviews and recommendations has been occurring online for some time, it certainly seems to be building to a feverish pitch. The very nature of social media encourages friends and acquaintances to freely share information and, therefore, to make opinions about products and services widely known. Trendwatching.com cites ShoutIT as an example of an application that allows consumers’ reviews to easily appear at once on Facebook, Digg, and Delicious pages.
Trendwatching points to a mind-boggling number of reviews floating around in the webosphere. Reviews are encouraged by online companies using consumer feedback as fodder for increasing repeat website visits.
Says Trendwatching: “Expect every industry, every sector, every product to eventually succumb to reviews.” In fact, think of Twitter as an example of a global real-time reviewing tool.
Perhaps the most curious sub-trend of the reviewing trend is the belief that reviews by ordinary, everyday people are just as trustworthy as reviews by supposed experts. While professional reviewers have their place, reviews written by friends, acquaintances, and “consumers whose lifestyles mirror yours” are regarded as relevant and real.
It’s all part of the transparency trend – consumers want to know all about companies and all about products. Increasingly, they demand the ability to instantly compare product benefits and prices online in an effort to get the best deal. The transparency trend means companies will have to be ever more sensitive to their competitors. They’ll also have to rapidly respond to bad reviews and do online damage control.
As Trendwatching says: “It’s ultimately about character, about finding your voice, about your behavior as a brand that, if in tune with the current zeitgeist of ‘openness’ and ‘generosity’, automatically turns transparency into a benefit instead of a threat.”
Read more here:
Reviewing is the New Advertising
You know social media has come of age when sites like Facebook start talking about revenue. Facebook board member Marc Andreessen (fondly remembered for Mosaic and Netscape) recently told Reuters that the social media site could be a $500 million business by the end of 2009, predicting “billions” in revenue in the next five years.
The number of Facebook users, or “fans,” (as opposed to MySpace “friends”) is even more impressive than revenue at the moment. There are over 200 million users worldwide and 72 million in the U.S. More than 100 million users log on to Facebook at least once daily.
That large of an audience has been attracting more corporate dollars. Dell targets small business owners via Facebook with a series of social media guides that can be downloaded by Dell fans. Starbucks is using Facebook to promote its RED loyalty card to 2.5 million fans (RED is the campaign created by Bono to fight AIDS in Africa. Numerous companies offer a RED-related product). WDFM reports that over 11,000 customers worldwide have purchased almost 91,000 RED cards so far.
“If they pushed the throttle forward on monetization they would be doing more than a billion this year,” said Andreessen in the interview in the Reuters. “There’s every reason to expect, in my view, that the thing can be doing billions in revenue five years from now.”
Along with with corporate adoption Facebook’s growth has led to a shift in its demographics. The most interesting statistic may be this one: According to Facebook, the fastest growing demographic is those 35 years old and older.
The latest Facebook demographics from iStrategy Labs show users age 55 and older have grown at a rate that exceeds 500% in the last six months alone. The 18-24 age group now makes up just 25 percent of U.S. users, down from 41 percent at the beginning of 2009. Simply put, Facebook users are aging.
The trend to older Facebook users could turn the site into a new and important avenue for businesses to reach the moneyed boomer demographic. Not surprisingly, businesses targeted this demographic are adding Facebook to their media plans. Ben & Jerry’s, the ice cream company started by a couple of hippie boomers, currently has close to a million Facebook fans, according to Web Digest For Marketers (WDFM). The Ben & Jerry’s Facebook page offers fans a way to send a virtual gift of ice cream – an application that has over 23,000 monthly active users, says WDFM.
Facebook just unveiled the “fan box,” which allows companies to promote Facebook on their corporate sites, encouraging visitors to sign up as fans. Clearly, Facebook sees the value of its site in a business marketing context.
With the potential for billions in revenue, Facebook and its social media brethren represent more than just fun ways to interact with friends. These sites are becoming increasingly a critical part of the marketing strategy for those businesses interested in engaging and interacting with consumers – and building revenue-related relationships with them.
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Advertising Key to Facebook Billions
