Text to newsstand

I was flipping through the Economist the other day (because it exhausts me to try to actually read the whole thing) while I was on the plane and came across this insert in the magazine. I found it quite interesting and wanted to get your take.

Economist SMS ad Economist SMS ad part 2

The point of the service is to send a text message to receive alerts when the print publication is hitting newsstands. It's an interesting idea in the promotion of print with digital platforms. Obviously the content strategy is to release at the stands first and then online to keep print subs up.

What do you think of this? Would you sign up? Would you want this service for other printed materials? There are a number of magazines that I read but don't subscribe to for which this is an interesting idea.

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First//Look: Augmented reality

Picture 10.pngWhat do you get when you take a webcam, a piece of paper and some cool 3D animation? You get augmented reality (AR). This is relatively new though it's been experimented with for a couple of years at least. In short, AR is the combination of objects in the real world being combined with virtual objects using a webcam and some programming.

Sounds pretty cool eh? You have to see it to know what I'm talking about.

[Feed readers please click through to the post for the video]

Examples you can try yourself right now:

Potential uses:


  • The symbols that it uses can be printed on anything; paper, t-shirts, ads, etc.
  • Any time you want to make a physical connection with virtual objects
  • Allows interaction and engagement with printed pieces
  • People are working on using mobile device cameras to do this while you're on the go
  • It's just plain cool. Give it a try!

BMW looks at using AR to diagnose issues and help mechanics be more efficient

Turn the real world into a huge video game

Really bring Second Life into first life

This is pretty cutting edge, so not every company is going to be comfortable with it. The hardware barrier is pretty low (webcam) so this can hit a mass audience. It's great for presenting things when in conceptual mode (architecture, cars, etc.) as well as adding interactivity to existing items.

My advice is try one of the models above and think about the possibilities in your business. The hardest part may be to stop thinking of them.

[Hat tip to the Fleishman-Hillard digital team in St. Louis for putting this back on my radar screen.]

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When everything becomes social, what is "social media"?

iStock_000005140921XSmall.jpgWhat do you think of when I say the term "social media"? Do visions of Facebook pages, Twitter accounts, YouTube channels, blogs and wikis dance through your head? If you do, I think you're selling yourself short. VERY short.

Social media is a fad. All media will be social.

For the past year, I have included a slide in my presentation decks that says "Social media is a fad. All media will be social". We're already seeing instances of this in mainstream media. Just look at the Facebook/CNN partnership for the inauguration. It nearly crippled business networks around the world as people chatted with their Facebook friends while watching broadcast TV online.

This is an experience that has been taking place through divergent platforms for more than a decade (IM + TV), but is now becoming integrated into a single user experience. Just open Twitter during prime time TV and see what dominates the conversation. It's people talking together around a common topic enabled by whatever show is on.

Current showed us another example of the integration of TV with social technology as it flowed in real-time messages from Twitter during broadcast. This is a clunky solution for now until cable platforms integrate these services into the broadcast or they focus more on online delivery of content.

Picture 2.png

In-person events are even taking advantage of social technology to make the event even more engaging. Speakers (including myself) take questions on Twitter and engage people beyond the four walls of the room. Live streaming of video allows a global audience to participate in a local event.

Social technology is allowing radio broadcasts to expand their conversations as people engage online while listening or even while not listening. Smart stations are engaging with their audiences through multiple platforms. Each morning I listen to the BBC's Radio 1 on my drive to work. The Chris Moyles Show uses multiple platforms including Twitter, Facebook, email and SMS to engage the audience in real time. The hosts are savvy and the technology is simple and fast.

Mobile device experiences will become increasingly more social. You're seeing the start of this now with applications like Loopt and FourSquare, but you will see social interactions around news content via iPhone apps or any other platform that brings people together.

Does news become more relevant when discussed with my peer group? Absolutely. Once of the main problems with most social content is that the group of people commenting/creating are not relevant to my interests (see YouTube comments for example). If I can select who I have conversations with on certain topics, it's very valuable to me. I'm not saying we should censor people, but the technology allows for added relevance that we should be taking advantage of.

Even outdoor ads have started to become vaguely social. Mini Cooper took the lead on this a few years ago by using RFID technology to display custom messages to their customers as they drove by.

C92C7A5A-EC0D-410A-813E-2B8AA99DB1D9.jpg

So, instead of taking a narrow, short-term view of "social media", we need to step back, look at all media and see what the social technology potential is and look at how to take advantage of that to deliver more relevant experiences.

How does this notion that all media will become social change your view of media? Is TV/radio dying? What about magazines? Do these have to be digital to be social?

Let's hear what you have to say!

Note: If you're interested in having me speak to your group or organization, check out my speaking page to get in touch with me.

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The age of Facebook vs. MySpace: February/March edition

iStock_000005753573XSmall.jpgSo sorry for the delay in this report. MySpace seems to only update their ad targeting stats every other month (Facebook is done in real time). This is the latest edition of my look at social networks and their populations from a marketing perspective.

All numbers in this post are US-only and are collected using each site's advertising management systems so they are up to date and accurate from a marketer's perspective. (Who wants to talk about populations that can't be reached by marketing? Not me.)

What you need to know right now:

  • For the first time, over half of the population of Facebook is over 25 (60% MySpace is still under 25)
  • Overall Facebook is up 22% while MySpace is down .5%
  • Facebook has now surpassed MySpace in 31-50 age ranges
  • Facebook's 50+ group is the fastest growing followed closely by the 41-45 group
  • MySpace's largest losses are ages 35 and under
  • Facebook growth under age 25 is still slow (this group is maxing out)

MySpace down overall; Facebook over 50 booming; Facebook overtakes MySpace in the 31-50 populations

Total US populations of MySpace and Facebook:

Mar_totals_byage.png

Looking at Women on both sites:

Mar_Female_byage.png

Looking at Men on both sites:

Mar_Male_byage.png

Here are the actual Feb/March numbers:

AGE RANGEFacebookΔ last periodMySpaceΔ last period
13-176,051,940+7.58%17,072,104-0.18%
18-2111,572,420+6.65%19,840,744-0.81%
22-258,715,060+11.61%12,346,236-1.46%
26-30 7,703,320+22.55%10,949,876-1.86%
31-355,859,840+29.63% 5,778,080-0.44%
36-404,941,180+38.16%3,744,776+1.27%
41-453,000,860+47.33%2,226,476+1.80%
46-501,950,220+50.57%1,510,488+3.39%
51-65+2,945,680+51.90%7,692,972+0.91%

Other key takeaways:


  • These numbers represent all total users who can be reached through each site's advertising systems (not all worldwide active users)
  • MySpace's reporting system is not real time like Facebook's. Keep this in mind if you're planning a campaign.
  • MySpace skews younger than Facebook, engaging more of the highschool population
  • Facebook engages much more of the college population (inverse to MySpace)
  • Women make up well over half of the Facebook population across all age ranges
  • MySpace's 50+ population is over 70% female, Facebook is over 63% female

What do you think? What other networks are you investigating? The demographics and targeting options on both sites let you reach your audience in targeted/tailored ways and minimize waste. Knowing where your customers are is key.

Data sources: If you're curious, here is where the data comes from on both sites.

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Inside//Out: QR codes

QR.pngWouldn't you love to drive people from your physical world marketing efforts to the web in real time? Who wouldn't? This has been a dream of marketers since the popularization of the web and technology is starting to catch up. QR (or quick response) codes are, quite simply two dimensional bar codes. The codes were designed in Japan for the auto industry and they remain popular today.

In marketing, QR codes have started to pop up sporadically in ads and catalogs. I did a post on this technology in 2007 which you can read here. In that post, I noted that this was a potential technology for marketers to leverage in the future. To be blunt, this is still in the future, but the trend is one that is coming quickly (though it may take another form). The ability to grab information and go will build momentum over time.

The entire system works by taking a picture of the code with a cell phone camera, decoding the symbol on the device and taking an action. That action can be directing someone to a URL, passing them a phone number, giving them marketing copy or sending them a text message.

Here is a demo of the technology in this edition of Inside//Out

[Feed readers, click through to the post if you cannot see the video]

Pros:
  • Quick and cheap to create
  • Simple and compact design
  • Able to be placed on myriad surfaces (paper, cloth, etc.)
  • Convey complex information to mobile customers

Cons:


  • Lack of consumer education about how QR works
  • Hardware/software readers are scarce
  • Lack of adoption in the US

Key Takeaways:


  • QR should be used for nothing more than a test/experiment at this point
  • The ability for mobile users to get complex content very quickly is a major trend
  • Scanning codes, text message response or the next generation of this idea will push the need further
  • You already see this in real estate in major markets using SMS
  • Integration between physical marketing and digital marketing will continue to converge using new technology

Have you seen these in mainstream ads? Would you consider using them in your campaign? Are you looking at SMS response? Let me know!

There are a number of readers out there. I use the NeoReader on the iPhone. The Kaywa Reader is probably the most popular.


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We bring good memes to life

If you live in Cleveland (or follow the NBA at all) you are sure to know about LeBron and his pre-game chalk hurling ritual. Basically, he walks to the scorer's table, gets a handful of chalk and launches it into the air in a huge puff of smoke. Very dramatic. I've seen kids around Cleveland pretend to do this in the street and grown men demonstrate it in line for lunch (I am not kidding).

That's why I love this ad from Wieden which plays on this insight and the experience and is right in line with the brand.

To go along with that, Nike has this LeBron ad when you enter downtown Cleveland. Note the smoke at the top of the photo.

8FB3D772-CB92-4239-9FE8-C6230623553A.jpg

This goes to my post about being ready to pounce. This is a more public example, but the execution is terrific in what could have been a lost opportunity.

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The Face of Facebook Global Report - Q4 2008

C50791CC-025A-467E-8A51-5144D7AD930D.jpgFirst off, let me apologize to you for not publishing this monthly as promised. It was taking me around 15 hours to compile and edit the PDF each month and it was just overwhelming. I'll keep publishing it on a quarterly basis as a blog post moving forward. Thank you for understanding!

As always, I use the data that Facebook provides from their advertising management system. The actual numbers may be larger, but we're marketers and these are the people who can be marketed to.

Key Takeaways:

  • The fourth quarter of 2008 saw a 27.55% increase in the total population of Facebook going from 100 million users to 138.6 million. That's a larger increase compared to past months on this report.
  • The US is still the largest segment of Facebook at around 42 million users. This is 282% greater than the next closest country (the UK)
  • Italy and Romania had over 400% gains on Facebook leading the pack while the US led by total population gain at 9 million new users
  • Norway and Canada have the largest percentage of their total populations on Facebook (over 25% each)
  • South Africa was the only country to lose population in Q4
  • Macedonia and Oman were the only new additions in Q4 2008

Top 25 Countries by total users

Top countries (in order greatest to lowest): US, UK, Canada, Turkey, France, Italy, Australia, Chile, Colombia, Spain, Argentina, Denmark, Sweden, Belgium, Hong Kong, Norway, Mexico, Germany, Switzerland, India, Greece, Finland, South Africa top25bytotalpop.png [Click image for larger version]

Top 25 countries by highest % of total population on Facebook

Top countries (in order greatest to lowest): Norway, Canada, Denmark, UK, Chile, Iceland, Australia, Hong Kong, Sweden, Finland, Singapore, Puerto Rico, US, Luxembourg, Maldives, New Zealand, Lebanon, Cyprus, Israel, Malta, UAE, Switzerland, Belgium, The Bahamas, Colombia top25bypercentpop.png [Click image for larger version] *Note: This chart uses the total population of each country (not the online population)

Top 25 largest Q4 % gains

Top countries (in order greatest to lowest): Italy, Romania, tunisia, Slovakia, Indonesia, Spain, Argentina, Czech Republic, Uruguay, Bosnia, Slovenia, Serbia, Iceland, Ecuador, Macedonia, Oman, Belgium, France, Turkey, Switzerland, The Bahamas, Austria, Luxembourg, Bulgaria, Morocco Q4_pct_change.png [Click image for larger version]

Top 25 largest total gains

Top countries (in order greatest to lowest): US, Italy, turkey, France, UK, Spain, Argentina, Belgium, Canada, Australia, Chile, Denmark, Indonesia, Switzerland, Sweden, Germany, Venezuela, Colombia, Greece, Hong Kong, Serbia, India, Mexico, Finland, Malaysia Q4_total_pop_gains.png [Click image for larger version]

Raw country population data for Q4 2008

*Note that Macedonia and Oman are new additions to Facebook for segmenting purposes and don't have Q3 data.
Country Q4 2008 Q3 2008
Argentina 2,254,200 936,540
Australia 4,327,920 3,650,260
Austria 258,780 144,800
Bahrain 50,660 42,360
Bangladesh 198,780 135,220
Belgium 1,666,340 833,600
Bolivia 184,920 150,480
Bosnia 198,660 90,720
Brazil 209,100 155,600
Bulgaria 136,980 79,300
Canada 10,851,420 10,025,320
Chile 4,152,060 3,477,540
China 220,620 196,200
Colombia 3,636,320 3,226,980
Costa Rica 73,100 55,080
Croatia 491,240 300,500
Cyprus 109,420 78,660
Czech Republic 176,660 75,900
Denmark 1,778,440 1,174,500
Dominican Republic 115,680 91,800
Ecuador 130,860 105,700
Egypt 821,760 838,480
El Salvador 67,360 51,540
Finland 920,960 656,780
France 6,595,300 3,382,840
Germany 1,255,480 817,620
Ghana 53,880 36,780
Greece 1,000,320 639,340
Guatemala 93,960 76,980
Honduras 54,180 41,660
Hong Kong 1,456,740 1,111,580
Hungary 90,260 63,700
Iceland 120,520 57,700
India 1,072,080 807,040
Indonesia 898,360 321,980
Ireland 401,280 308,100
Israel 895,520 663,240
Italy 5,582,980 1,035,900
Jamaica 64,780 49,560
Japan 213,420 170,080
Jordan 266,700 211,700
Kenya 130,920 105,120
Kuwait 105,160 91,520
Lebanon 414,240 378,580
Lithuania 41,800 29,880
Luxembourg 87,400 49,480
Macedonia 78,180 0
Malaysia 851,240 591,880
Maldives 33,880 31,220
Malta 45,820 36,160
Mauritius 57,060 40,620
Mexico 1,439,580 1,174,600
Morocco 369,660 214,180
Netherlands 351,540 283,700
New Zealand 534,320 433,360
Nicaragua 29,560 23,740
Nigeria 212,780 145,000
Norway 1,455,080 1,315,880
Oman 24,240 0
Pakistan 376,800 286,340
Palestine 69,660 55,660
Panama 236,200 219,760
Paraguay 19,200 11,440
Peru 295,620 208,560
Phiilippines 390,700 233,300
Poland 194,960 113,900
Portugal 84,760 61,860
Puerto Rico 541,640 455,160
Qatar 67,840 54,820
Romania 56,300 10,760
Russia 122,780 94,100
Saudi Arabia 325,860 265,740
Serbia 557,480 266,120
Singapore 740,220 539,660
Slovakia 138,120 46,060
Slovenia 184,120 86,640
South Africa 920,860 1,022,240
South Korea 113,940 86,500
Spain 2,591,640 1,031,780
Sri Lanka 154,780 96,500
Sweden 1,697,100 1,242,240
Switzerland 1,122,900 609,640
Taiwan 112,840 84,780
Thailand 168,840 109,980
The Bahamas 43,900 24,280
Trinidad and Tabago 136,080 94,300
Tunisia 239,600 66,440
Turkey 7,924,640 4,087,640
Ukraine 41,400 26,860
UAE 485,540 358,560
USA 42,017,280 32,923,620
UK 14,922,560 12,662,320
Uraguay 198,160 89,320
Venezuela 1,872,840 1,456,420
Vietnam 39,120 26,580

Does anything surprise you on this? Anything else you would like to know?

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The age of Facebook vs. MySpace: January edition

iStock_000005753573XSmall.jpgWhat does the real population of Facebook look like? How does it compare to MySpace? This is the latest edition of my look at social networks and their populations from a marketing perspective.

All numbers in this post are US-only and are collected using each site's advertising management systems so they are up to date and accurate from a marketer's perspective. (Who wants to talk about populations that can't be reached by marketing? Not me.)

What you need to know right now:

  • MySpace's total population is down 4% in the US
  • Facebook now for the first time has more people ages 36-45 than MySpace, soon will overtake 46-50 as well as 31-35
  • Facebook's over 30 growth is still booming at around 24% per category
  • Facebook's under 30 growth was stagnant
  • MySpace still dominant in HS and college age groups

Facebook Overview:

Facebookhad fairly consistent gains across most age groups, however for the first time I see slowdowns in the under 35 population. Surprises include:
  • Less than 2% growth in the 18-21 and 22-25 year old groups (down from approx. 22% gains over past 4 months)
  • 13-17 year old growth is under 8% and the 26-30 year old group gained just over 11%
  • Facebook is 56.89% female and 43.11% male

MySpace Overview:

There were some surprising shifts in the population of MySpace this month. Of note:
  • Overall, the US population on MySpace dropped by 4.16%
  • 26.87% drop in the 36-40 age group from November's numbers
  • 32.93% drop in the 41-45 age group from November's numbers
  • 40.65% drop in the 46-65+ age group from November's numbers
  • MySpace is 52.71% female and 47.29% male

MySpace down 4%; Facebook under 30 stagnant; Facebook finally overtakes MySpace in 36-45 populations

January's look at the real age of MySpace vs. Facebook (US)

Totals.png
Click to enlarge image.

Here are the actual December-January numbers:

AGE RANGEFacebookΔ last monthMySpaceΔ last monthoverall variance
13-175,593,200+7.21%17,072,104-2.94%305%
18-2110,802,300+1.24%20,326,180+1.89%188%
22-257,703,340+1.87%13,029,345+3.32%169%
26-305,966,040+11.19%10,528,581-5.70%176%
31-354,123,740+18.27%4,958,016-15.37%120%
36-403,055,720+23.90%2,843,813-26.87%93%
41-451,580,460+26.74%1,577,310-32.93%100%
46-50963,900+23.88%981,911-40.65%102%
51-65+1,416,820+23.41%7,030,912-7.51%697%

Other key takeaways and burning questions:


  • These numbers represent all total users who can be reached through each site's advertising systems (not all active users)
  • I'm continually interested in the Boomer audiences on these sites and how they engage
  • MySpace's reporting system has been on the fritz, we'll have to see next month's numbers to get a real sense of the space
  • MySpace skews younger than Facebook, engaging more of the highschool population
  • Will need to look at Facebook under 30 numbers next month to see if the growth remains slow

What do you think? What other networks are you investigating? The demographics and targeting options on both sites let you reach your audience in targeted/tailored ways.

UPDATE: Data sources: If you're curious, here is where the data comes from on both sites.

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You can't do that on Facebook

youcantfacebook.jpg

Hopefully you got the reference to that great TV show of the 80s "You Can't Do That on Television". This post, however, is the first in a series of posts covering a couple of common mistakes that marketers are making on Facebook. First up...

You've gotta be you.

A post on drew McLellan's blog prompted me to write about this in more detail. I think most marketers are not aware of the limitations of Facebook and they port over bad habits from other social networks. Unlike on MySpace where companies, brands and spokespeople (real or imaginary) can have a profile, on Facebook you cannot create an account that does not belong to a real person. Comprende? If it's not a real person, don't create an account.

Let's break down the Facebook terms of use that specifically cover this:

Facebook clearly states that "except for advertising programs offered by us on the Site (e.g., Facebook Flyers, Facebook Marketplace), the Service and the Site are available for your personal, non-commercial use only"

Users agree NOT to:


  • register for more than one User account, register for a User account on behalf of an individual other than yourself, or register for a User account on behalf of any group or entity;
    This means: Don't sign up for somebody else or a group

  • impersonate any person or entity, or falsely state or otherwise misrepresent yourself, your age or your affiliation with any person or entity;
    This means:Don't sign up and impersonate somebody else (no ghost accounts), don't create fictitious accounts and don't lie about who you are, your name, how old you are or who you represent

Hopefully this is pretty clear. Like I said, I don't think marketers read the terms and conditions on most of these sites, but it's important to know how they work and engage in appropriate, more successful ways.

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The age of Facebook vs. MySpace; November update

iStock_000005753573XSmall.jpgThis is the latest edition of my look at social networks and their populations from a marketing perspective. All numbers in this post are US-only and are collected using each site's advertising management systems so they are up to date and accurate from a marketer's perspective. (Who wants to talk about populations that can't be reached by marketing? Not me.)

There were some surprising shifts in the population of MySpace this month. Of note:


  • 30.32% drop in the 14-17 age group (October-November)
  • 32.93% gain in the 41-45 age group
  • 40.65% gain in the 46-65+ age group

Facebook, by comparison had fairly consistent gains across all age groups. Increases ranged from 26.30% to 30.86%.

November's look at the real age of MySpace vs. Facebook (US)

Totals.png
Click to enlarge image.

Here are the actual November numbers:


age rangeFacebookMySpacevariance
13-175,189,680 17,573,640339%
18-2110,668,40019,943,000187%
22-257,558,94012,597,340167%
26-305,298,48011,128,488210%
31-353,370,3605,720,288170%
36-402,325,2803,607,996155%
41-451,157,8602,096,724181%
46-50733,7001,381,044188%
51-65+1,085,1607,558,656697%

MySpace continues to lead by volume across all age groups, here are some interesting details:


  • Females make up 54% of MySpace and 58% of Facebook
  • Males make up 45% of MySpace and 42% of Facebook
  • Facebook's largest percentage gains vs. MySpace are in the 31-35, 41-45, 46-50 and 51-65+
  • MySpace's total US population is 81,607,176
  • Facebook's total US population is 37,387,860

Key takeaways and burning questions:


  • These numbers represent all total users who can be reached through each site's advertising systems (not all active users)
  • I'm continually interested in the Boomer audiences on these sites and how they engage
  • MySpace skews younger than Facebook, engaging more of the highschool population
  • Populations between MySpace and Facebook (18-50) nearly mirror each other in terms of population trends

What do you think? Are you considering MySpace for campaigns? What other networks are you investigating? The demographics and targeting options on both sites let you reach your audience in targeted/tailored ways.

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Wrap up and thoughts from Seoul South Korea

EB85E237-F44D-486D-A160-E10D523498BC.jpgIt was a whirlwind four days in Seoul this week, so I wanted to share my thoughts on this before I forget. I'm writing this from the airport in Tokyo waiting for my flight back to Newark.

First, here is a quick video with some thoughts as I recorded them yesterday.

The IDG conference was pretty incredible. Hopefully you have had a chance to read the posts from Tuesday and Wednesday to see what I mean. I consistently told the organizers that they had created a conference that was on par with any I have been to in the US. Between the conference and having the opportunity to spend time with the Fleishman team in our Seoul office I noticed a number of similarities to the US as well as some differences.

Some Similarities:


  • The financial crisis is global and is on the top of everyone's mind
  • Everyone gets that social media is a huge growth area
  • Everyone is confused as to how to measure it effectively
  • Companies are trying to find the balance between offline and online media and are trying to break down marketing silos
  • Video and mobile are exploding across the globe, but have to be used strategically

Some Differences:


  • Strong cultural differences in Korea impact everything
  • Most US companies fail in Korea (Google has around 1% market share in search here) because they localize, but don't fully immerse themselves in the culture
  • People demand fast service both on and off line
  • Koreans are very tech savvy, highly connected and love to meet in person
  • I found people very hesitant to ask questions in presentations
  • Mobile is ahead as far as services and quality, but devices are extremely expensive here (telecom companies control the pricing and keep it high)

Best thinking:


  • Bruce Haines from Cheil Worldwide had a number of gems including "banning the word digital" because it's all marketing. He also stressed the need to think across channels and formats to have the most impact, breaking down silos and develop the best message(s) tailored to the right audience.
  • Gerry Gouy from MTV was great on and off stage. His view from the entertainment side where he is seeing advertisers spend more money across fewer channels was key. He also mentioned that mobile is still not working at this point and most advertisers are looking to reach a 25-34 year old sweet spot through TV and online.

Here is the Slideshare of the keynote address I gave. I'll be adding audio to this over the next couple of days.



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IDG Next Generation Marketing 2008 - Jung-Yul Yang, CEO TNS Korea

picture-7.jpgJung-Yul is the CEO of TNS Korea. His talk focused on finding the channels that are most effective for marketers to reach their customers. His firm has some interesting measurement methods and constructs for marketers.

Key takeaways:


  • Purpose of marketing comms - persuade, create a higher brand experience
  • Experience/encounters are made up of consumers (who), content (what), contact (how)
  • Fragmentation is a challenge, new mediums are popping up, more selective consumers
  • Questions for marketers are which points to use, how to spend the budget, how to optimize relationships
  • Companies are imitating, experimenting, etc. to find what works
  • Global economy is impacting marketing budgets and year-over-year budgets
  • ROI measurement is lacking across channels
  • Need four items to choose the right channel 1) market contacts, 2) channel clout factor [level of influence of each customer], 3) brand experience points and 4) brand experience share
  • Market contacts - mass media, POS, one-to-one, indirect, sponsorships create 35 possible options
  • Channel clout factor (CCF) - which are most informative, make brand look appealing, rank the 10 most important in daily life = CCF
  • BES/BEP are derived by looking at the clout of each channel compared to the brand
  • Look at most influential channel for a product category - rank from most to least
  • In a credit card example in Korea, TV had the most influence followed by a point of sale solution
  • The influence varies with each product and situation
  • The challenge is to align channel spending with brand experience for that channel
  • Shift viewpoint to that of the customer when viewing each channel
  • Have to look at what the competition is doing to make competitive decisions


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IDG Next Generation Marketing 2008 - Jessica Kim, CEO Shout Communications

Picture 40.pngJessica Kim is the CEO of Shout Communications and is talking about word of mouth marketing in the Web 2.0 era. Shout is doing a large amount of business in blogger relations and building content for distribution.

Key takeaways:


  • WOM - consumers providing information to other consumers
  • WOMM - facilitating conversations between customers
  • Communities are tight knit and highly influential in Korea and beyond
  • Offline WOM is converging online, spreads faster and reaches farther
  • WOM requires content to be created for pass along
  • Creator -> Sender -> Receiver (consumer)
  • 4Ps for WOM -- 1) Product (quality of the content has to be high), 2) Place (where content is distributed blogs, Flickr, YouTube, Daum, Naver, etc. influences what content must be created), 3) People (people can see through fake viral content, need to be transparent, hire credible/knowledgeable people who have hands-on experience), 4) Public trust (
  • The question of trust is key and also is distributed in the online community
  • In Korea, influencer marketing is strong - often power bloggers or community operators
  • Social media allows influencers to strengthen their power, build power and connect
  • In Korea, Facebook and MySpace are very limited because CyWorld has such a big head start
  • Bloggers have the most influence, a small subset are power users
  • Influential bloggers (Power bloggers in Korea) (Charisma bloggers in Japan) have trust and are subject matter experts
  • Obviously, do not try to control, force or exploit bloggers, it's about relationships
  • Bloggers need to be able to write a natural review, have experience, have interest that allows them to write in line with the content on the blog
  • Respect the creativity of the bloggers to give their take
  • Overt influence backfires when the final product comes out
  • It's all about relationships, building them long term means giving bloggers a voice inside the company (beta testing, etc.), needs to be win-win
  • Not blog marketing --> Blogger relations
  • Make sure your interests are aligned with the blogs
  • Meet the bloggers in person - point of differentiation
  • Create a long-term relationship roadmap
  • Use vendor-neutral language
  • Metrics in blogger relations are different than traditional ad metrics
  • Look at pass-through from origin point to new outlets (embeds, links, etc.)
  • Measure each blog with metrics (Technorati, page rank, Yahoo blog rank, Daum widget blog ranking (Korea), BIKO ranking (Korea), etc.)
  • PR measurement trends are adapting to digital space (x3, x5, x7 depending on space) and will stabilize over time


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IDG Next Generation Marketing 2008 - Helen Park, SVP SK Telecom

Picture 39.pngHelen Park works for SK Telecom, the company who runs Korea's largest social network Cyworld. Today she is presenting their "T" brand case study. T is the mobile lifestyle service from SK Telecom (similar to Verizon/AT&T/etc).

Key takeaways:


  • Rebranding campaign from previous Speed 011 name
  • Three stage advertising campaign - dreamer, 24 hours T, mobile communications
  • Previous campaign was disconnected from the consumer's view
  • Mobile = necessity, essential
  • Moved from service proposition to value proposition brand
  • Engaged in storytelling to convey the new brand proposition
  • Had to evolve from storytelling 1.0 (push/mass) to a never ending story in storytelling 2.0
  • Enable the consumers to tell the story themselves, re-craft it and have it become their own
  • Song in ad campaign was very catchy, open structured and could be crafted into something new
  • Played well with Karaoke culture in Korea
  • Ad campaign played on the openness of the brand through song and the "realize" tagline
  • The gist was "whatever you think can be realized" "anything is possible as you think"
  • Used digital to allow customers to add their own lines to the song
  • Used 2008 Beijing games to build momentum
  • Transformative logo was more symbolic, more rounded (adaptive) and streamlined to match brand attributes
  • Created brand shop "hello T" to pull all of the elements together

Here you can see one of the clips with one of Korea's most popular singers:


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IDG Next Generation Marketing 2008 - Jacklyn Lim, SVP AmorePacific

Picture 38.pngJacklyn Joung Ah Lim is the SVP of Marketing Strategy and Planning at AmorePacific (a global beauty products company). Her presentation is on the role of Consumer Behavior Knowledge. Jacklyn spent about 20 years in the US with various consumer products companies include Motorola.

Key takeaways:


  • Changes in product delivery is changing marketing
  • Businesses are spanning categories, channels, geographies and consumers
  • Changing consumer trends: experiential, well-informed, self-preservation, quest for health and wellness, self-obsessed, search for authenticity
  • Need to provide product that matches these trends (though many overlap)
  • Consumer behavior (brad patterns): multi-brand usage pattern, multi-channel shopping, dabbling and sampling, verbal and demanding with frequent brand switching
  • How to win -- focus on the consumer
  • Approach to an emotional category - consumer segmentation and loyalty management
  • Segments look at myriad factors - media consumption, rational v. emotional, spend level, country of origin, information engagement, involvement, etc.
  • Form micro segments to manage portfolio and design the consumer experience
  • Look at demographics, lifestyle, channel behaviors, product needs, media consumption, etc. to form unique profiles
  • Take micro segments and apply them to the business (design, R&D, channel planning, communications)
  • Loyalty management is the second key to delivering value
  • Consumer grading - segmentation based on purchase value
  • "Mileage program" - beauty points across channels add value
  • Look at product value across the consumer's lifetime
  • Each change in life allows for an opportunity for them to migrate, need to track how many defect to another brand



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IDG Next Generation Marketing 2008 - Bruce Haines, COO Cheil Worldwide

Picture 37.pngBruce Haines is the President and Global COO of Cheil Worldwide. Bruce just relocated to Seoul and brings a traditional advertising perspective to next generation technologies

Key takeaways:


  • Global economy is having an impact on all marketers
  • Changes are happening rapidly
  • Consumer messaging bombardment is increasing
  • The consumer is boss and has more power then ever - choice is fueling consumer power
  • High quality and excellent value is needed
  • Consumers want a choice of 4-5, they think there are 10-12 and there are really 25 total options
  • Clutter and media fragmentation are growing
  • Marketers have to find ways to connect and thereby break through without interruption, instead engaging them
  • Proving ROI is mandatory and is the accepted benchmark for the C-Suite to gauge the effectiveness of a program
  • ROI can lie as can all metrics
  • Look at the ROI between McCain and Obama. McCain has a much better ROI if you look at dollars spent, but Obama won. That's what matters.
  • Example - Cadburry's Gorilla spot - moved Cadbury to become a "cool" brand which was laughable a year ago - how is this measured?
  • Platform combinations deliver value
  • Consumers don't think in silos - marketers still do
  • Delivering integrated communications is key
  • Brand decisions are intuitive and not rational - information about brands are processed at very low attention/involvement levels
  • Brand reputations are derived over time, there is no source of that feeling, it's almost by osmosis
  • Brand decisions are emotional, brands have body language as do humans, every interaction counts
  • Long-term thinking about branding is mandatory
  • Assessing ROI in a vacuum without taking into account the impact of the brand is ill advised
  • Ad Age quote on advertising ROI - "either the impact on the brand has to be ignored, which seems incorrect, or it has to be put in as an assumption, which makes the analysis suspect"
  • Instead of the death of advertising, it's had a rejuvenation
  • Creativity is key and where we add value
  • Right media choices at the right time is key
  • Beware of "lies, damned lies and statistics"


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IDG Next Generation Marketing 2008 - Gerry Gouy MTV Networks

Picture 36.pngI'm here in Seoul South Korea (after 21 hours of travel over the past day). It's 9:30am on Tuesday here in Seoul and I'm going to bring you the best points from the IDG Marketing 2.0 and Beyond conference.

I'm speaking tomorrow as the opening keynote and I'll post the Slideshare deck here tomorrow. The presenters are partially in English and partially in Korean, so it's the first time I've used a translator and they've pulled it off very well.

Key takeaways:


  • There is not digital media, it's all media
  • Viacom global youth study found three groups, the most interesting is the "Golden" age group
  • Golden age of youth - People age 25-34 continue to consume music, gaming, etc. in the same way they did when they were teens
  • Golden age groupers are more financially stable as well as happier about who they are as individuals
  • 25 was found to be the ideal age that youth around the world to aspire to
  • Biggest global trend is a flight to quality
  • Move to more traditional platforms that deliver their needs
  • Deals usually span 3-4 media platforms, not 7-8
  • Examples of mobile campaigns that are well executed and truly integrated are lacking
  • ROI on mobile is tougher to get to
  • Video is a huge opportunity on mobile - paid content is very tough to pull off on mobile - ad supported content is the way he has seen success
  • Samsung integrated campaign www.thephotographicadventuresofnickturpin.com immerses you in the experience with very light branding
  • Eagle Eye film - TV/online/mobile
  • British Airways - MetroTwin - Focuses on the similarities between London and New York - provides recommendations and matches you with a person/venue in the other city
  • Convergence within distribution platforms is a key factor
  • Music is a chaotic industry and is a portal to see the future of media. There are no set rules anymore.
  • Broadcast and online is HOT.
  • Credit crunch is hurting true integration. Digital was an afterthought. More advertisers pushing for true integration between broadcast and online. Mobile is left out.
  • Mass audiences are going away on single platforms, they're reached through 360 programs across multiple channels


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Best ROI from digital marketing

A few weeks ago I launched a new poll in the right column on this blog asking you where you were seeing the best ROI from digital marketing. I wanted to share the results as I think they're telling of what I am seeing in this space. If you're curious, this is where those votes came from geographically.

Picture 19.png

As you may expect, search engine marketing leads the pack. Social media marketing, however, came in second with 27% of the responses followed by email marketing. This was a little surprising to me in that social media marketing is showing proven ROI when up against email and search. Those were two of the early leaders in getting dollars from marketers and have solid track records where ROI is proven (versus traditional ad spending).

I also think it's how you're quantifying the return. Is it new connections, sales driven from social media outlets email acquisitions or conversations? I a new world of marketing, there needs to be new measures of ROI. What are you using?

Websites were surprisingly low on the list of ROI at only 12%, less than half of social media marketing. I think more people count a website as a cost of doing business and are looking for other ways to extend their brands. What do you think? Does this surprise you?

If you're curious, this is where those votes came from geographically.

Does this echo what you are seeing in your business? Dare to share?


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What would you tell the next generation of communicators?

ohio-university-logo.jpgI am at Ohio University (my Alma Mater) tonight speaking about the evolution of communications with the PRSSA chapter. My presentation hinges around the convergence of digital, traditional PR/advertising and the need to look at communications with a broad view.

What specific advice would you give to students in one of the top journalism schools in the country? What advice would you have given yourself if you could go back in time?

Leave a comment or send me a message to @mattdickman on Twitter.

[UPDATE:] Here are the responses I've received to date. Feel free to add a comment with your advice.

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The key is ROI

iStock_000005509580XSmall.jpgI've said this for years, and I think every digital evangelist wakes up in cold sweats every night thinking about it. ROI in the digital space (SEM, social media, e-commerce, campaign sites, email marketing, etc.) is measurable, accurate and accountable. You know your digital ROI for every dollar spent, but if you're spending offline, you really have no idea what you're getting. I've seen the equations that publications use to guess their reach and it's total BS. I've also heard radio DJs exclaim that they really have no idea how many people are listening.

I can say this all day long, but I think Gary Vaynerchuk (who I met at Blog World Expo and is even more fantastic in person) does it with his unique passion, so here you go. Enjoy, and if you don't follow Gary's blog and watch his videos please make it a point to do so.

Are you moving more dollars online? Are you seeing more pressure put on magazines, newspapers, radio and TV to deliver? What are you having success in measuring for clients?


I'd love to know what you think.


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The age of Facebook vs. MySpace

iStock_000005753573XSmall.jpg [Update: New November stats available here] This is a continuation of my look at social networks and their populations from a marketing perspective. When it comes to this arena Facebook has most of the buzz, but MySpace still has the volume. As strategic counselors to our clients, it is important to make qualified decisions about the vehicles we use as part of a campaign.

MySpace has become the red headed step child of the social media world as Facebook/Twitter/LinkedIn have continued to gain popularity and support. But, what does MySpace really look like and how does it compare?

I was able to pull comparison numbers for the age of both networks and some interesting patterns emerged. Take a look at the following graph that shows MySpace in blue and Facebook in red.

The age of MySpace vs. Facebook (US)

MS_FB_Age.png
Click to enlarge image.

MySpace has more people in every segment (nearly double across the board), but a couple points stand out:

  • The 13-17 age group on MySpace is four and a half times larger than that of Facebook.
  • Every age range between 18 and 50 is close to double on MySpace what it is on Facebook.
  • The 50+ group on MySpace is 10 times larger than on Facebook, that is a 1000% difference.
  • The 50+ age group on MySpace is nearly one quarter the size of the entire Facebook community.

Here are the actual numbers:

age range Facebook MySpace variance
13-17 4,943,960 22,618,106 457%
18-21 9,957,600 20,326,180 204%
22-25 6,833,380 13,029,345 191%
26-30 4,282,200 10,528,581 246%
31-35 2,402,720 4,958,016 206%
36-40 1,503,640 2,843,813 189%
41-45 727,880 1,577,310 217%
46-50 473,240 981,911 207%
65+ 703,020 7,030,912 1000%

Takeaways and questions:

  • These numbers represent all total users, not active users so take it with a grain of salt.
  • I don't have growth numbers on MySpace so it's tough to gauge its vitality at this point.
  • MySpace has a huge number of Boomers in their community. I will watch this demographic in coming months.
  • MySpace skews younger than Facebook, engaging more of the highschool population.
  • Populations between MySpace and Facebook (18-50) mirror each other in terms of population trends.
  • Both sites offer ad targeting

What do you think? Are you still considering MySpace for campaigns? The demographics and targeting options let you reach people in tailored ways. I do think that the marketing options on MySpace are very limited and that's one hesitation that I have personally. 

 

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How old is the population of Facebook?

fofb_cover_250.jpgWith the latest version of my Face of Facebook eBook, some interesting comparison stats have emerged. I have already shared the explosive growth numbers by country. In this post I want to talk about the age of Facebook and more specifically the growth of some key audiences. Note that all data is collected directly from Facebook's advertising management system and was updated on September 15th.

The 30+ audience is the fastest growing segment of Facebook.

If we look at the total makeup of Facebook in the US, it is still heavily skewed to the under 25 crowd. By volume, the 18-21 group is the largest population. This is followed by 22-25 and 13-17 respectively.

USfacebookpopulation.png
[Click for a larger image.]

When you look at growth of the population by volume there is a similar pattern, but it has slightly different spread. In the following chart you can see that the college 18-21 population grew by the most users. Much of this can be correlated by the back-to-school rush happening now. Past that point, however, you will notice that the 31-36 and 36-41 groups added the third and fourth most users for the month.

UStotalpopulationgainbyage.png
[Click for a larger image.]

If you were to stop there you may think there is little potential for the 30+ audience. But that is a hasty decision. Take a look at the followiung chart that shows the pace of growth over the past month. The 30+ segments have the first through fourth top spots. Overall the 40-50 segment is the most explosive of all. Growth in the 50+ segment was close to the 26-30 segment and surpassed all segments below 25.

UStotalpercentagepopulationgain.png
[Click for a larger image.]

I will be sure to keep an eye on this trend in the future. What other stats do you want to see? Would having this on a per-country basis be beneficial? Let me know, I want this to add as much value for you as possible.


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The Face of Facebook; free eBook (volume 2)

fofb_cover_250.jpgNew updates for volume 2 (August-September 2008). Download the updated report here (3.9Mb, PDF).

As a marketer and blogger, there is no shortage of noise about Facebook as a marketing platform. One of my struggles has been to decipher what is accurate and what is mis-guided hyperbole.

I took it upon myself to get some answers using Facebook's own ad targeting system and I created this comprehensive eBook for marketers to give you a snapshot of what the real face of Facebook looks like on a Global and US level.

The report answers the following questions:


  • What country populations are growing the fastest?
  • What US age groups are growing fastest?
  • What does the global population look like on Facebook?
  • What is the age/gender breakdown of the US Facebook population?
  • How many US members are over the age of 25/30/40?
  • What marketing options can I use to reach my audience?
  • How much is it going to cost to reach them?

Download the report here (3.9Mb, PDF)

Here is the SlideShare version. It's easiest to see in full screen mode.

This is a report that I will be updating on a monthly basis to show how the population is changing and how marketers can respond. Is there anything else that you want to see?


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More on the new Microsoft ad

I posted the new ad from Microsoft last night as soon as it came across my YouTube filter. Like it or not, it's working. I just pulled this chart from Nielsen's BlogPulse site looking at the blog chatter between Microsoft and Apple.

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Note that the only point where Microsoft passes Apple is yesterday's ad release. I think if you are Microsoft looking at the results from an ad that is solely created to create conversations, you have succeeded. How would you try to measure the value of the conversation online? What metrics or formulas have you seen?

The challenge for Microsoft and their agency is how they follow up in act two.

Make sure you weigh in on the ad by voting below:


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Making Microsoft more personal

If you haven't seen the new Microsoft ad staring Jerry Seinfeld and Bill Gates, here it is. I think if you were Microsoft and were trying to become more personal and less corporate, this is a good step in that direction.

So, what are your thoughts? Is this a better move to take on Apple and HP head-to-head? Is this too offbeat for you? Does it connect you more with the brand or do you feel the same? Vote below.


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