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More meaningful gesture on holiday -Twitter Apps for Holiday Charity Campaign

December 15, 2010 Leave a comment

Inspired by holiday topics, Tobias Peggs, OneRiot CEO put out the call for Twitter apps to participate in the campaign on December 3rd and said it is still getting responses. “It struck me that during the holiday season there would be an awful lot of people talking about Santa and mince pies and general excess” on Twitter, said Tobias Peggs, who studied civil engineering in college in the U.K. in the 1990s. “So how about we target charity to that audience and see if we can use social media for social good?”

OneRiot, a Twitter-centric advertising network, and oneforty, a Twitter app directory, are set to launch a campaign that will turn display ad units on Twitter apps into charitable calls to action. The goal is to raise money for Charity: Water, a nonprofit that supplies clean drinking water to people in developing nations.

Sometime over the next week, Twitter apps including Seesmic, Tweetcaster, Storify, Twimbo and Qwerly will begin showing the ads to users who use certain holiday keywords in their tweets. The ads are simple: The words “Give Water” appear in large text over a background of blue sky and snowflakes. At the bottom is the organization’s URL, Clicking the ad brings users directly to a donation page.

The goal is to raise $20,000 to sponsor a freshwater project at a school or a health clinic that can serve at least 1,000 people with clean drinking water.

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Incentives Dangling on Facebook

November 24, 2010 Leave a comment

“I’m seeing lots of spin- offs of Groupon. People are trying to riff off our model,” said Rob Solomon, the president of the company. Groupon is one of the most successful online incentive programs with 25 million subscribers in 29 countries, considering the company has only been around since November 2008. While online incentives seem to be catching on, marketers are trying out this new approach- online incentive when it comes to winning followers as more people “like” a brand on social networking, like Facebook.

The major reason why more and more manufacturers are flocking to online promotions is to avoid successfully the “push” trade promotion via retailers, but “pull” promotions directly to end- consumers. Manufacturers can save a large amount of cost, and have more control of the promotion to consumers without limitation of location and various retail stores. Most importantly, online coupons and incentives give marketers the opportunity to connect directly with the end- consumers and build relationships with them. Intel has been successfully conducting ingredient marketing for their business clients towards end-users for a long time. By the way of establishing a consumer brand and attracting more consumers for their business clients, Intel differentiates itself from the competitors effectively and in turn attracts more clients and business of its own. Nowadays social networking is creating wonderful channels for these marketers to build a reputation among consumers and execute the ingredient marketing.

While online promotions on social networks seem to be attractive to marketers, the question remains back to the old promotion dilemma: Despite a good reaction of the promotion among customers, does it benefit or harm the brand?  For example, consumers “like” a brand just for the money, and there is nothing to do with the brand. The answer comes with recalling again the social media’s function, which is the only useful integrated marketing tool serving the brand. The power of online promotions can only be recharged by combining other marketing tools. It is like a show. Marketers use online incentives like a ticket to get people to see the show. However, whether the audience likes the show or not totally depends on the show itself, not the ticket. Besides winning more followers and grabbing more sales, the main function of online incentives on social networking is to create a sense of community,  to interact and to engage in dialogue with the consumers.

ConAgra kicked off a “progressive coupon” offer on its Healthy Choice Facebook page. Users who “like” the brand received a coupon for 75 cents off their next Healthy Choice purchase. ConAgra later coaxed more consumers to join its Facebook page by dangling a “buy one, get one free” coupon offer.  Only within 25 hours after launching the online promotion, the Healthy Choice Facebook fan base nearly tripled and it “continues to grow,” according to the report of Brandfreak. The couponʼs value grew from 75 cents to $ 1.25 and, three days later, reached its “buy one, get one free” goal. It is not sufficient to prove the success of the online incentive program in spite of such convincing data. Rather than simply posting the coupon online, ConAgra followed up with a newsletter to drive attention and dialogue on how Healthy Choice is a great value for the money for the existing consumers and online community. Said by the company, since the online incentive kicked off, the opt- in rate for the Health Choice e-mail newsletter also increased.

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Social Media Polling Data Suggests Baker would Beat Patrick In 2010 Massachusetts Governor Election

November 1, 2010 Leave a comment

Even though the 2010 Massachusetts governor race moved from leaning to Democrat to tossup, incumbent Democrat Deval Patrick still has the upper hand in the race according to opinion polls. The latest Rasmussen Reports (27th, October, 2010)which telephoned likely voters in the state found that incumbent Democrat Deval Patrick had 46% support, while the Republican challenger Charles Bakers got 44% of the vote.

However, in recent days there are signs that the governor race is tightening as the poll tracker shows below. Polls give the Republicans an edge of voter enthusiasm, especially when they urge people to look at the high unemployment that was 21,000 Massachusetts jobs lost last month alone. Dismal public view of the economy is the main problem facing Democrats, including Massachusetts current governor Deval Patrick. A past failure makes Republican not to overlook the importance of some voting groups who helped the Democrats win two year ago. They include women and young people, and also they are heavy users of social media. Therefore, In terms of social media, I’m seeking to find out any indication of the result of this governor race based on online election campaign and social media metrics. 

Source: Realclearpolitics- election 2010

The findings were tricky. All general landscape showed that Deval Patrick was still leading over his challenger Charlie Baker. Nevertheless, the more I dug into the detail metric the more I found suggested the momentum of Baker is stronger with the tendency to beat the incumbent governor Deval Patrick.      

Google Search Result vs. Google Trend

Google Search result can always represent the popularity and preference of candidates in elections. A quick search showed that Deval Patrick got the run upon in Massachusetts. However, Google Trend indicated that the attention paid on Baker among Google users has skyrocketed since Sep in 2010 with a strong momentum of surpassing his opponent.

  All Result Video Image News
Deval Patrick 560,000 376 54,000 1,690
Charlie Baker 218,000 370 149,000 1,030

 Alexa Rankings:

Alexa Rankings is an effective tool to tell the traffic rank and audiences landscape of websites. Again on Alexa Rankings, (Deval Patrick’s website) has advantage in general traffic rank over (Charlie Baker’s website). But when looking carefully into the audience analysis, it was found out that has an Alexa traffic rank of 653,326 with about 20% of visits to the site are referred by search engines. While is relatively popular among users in the city of Boston (where it is ranked #27,609), and search engines refer about 29% of visits to it. Both websites’ visitors spend approximately two minutes on the site during each visit. But the difference is that visitors to view an average of 2.3 unique pages per day, indicating the visitors of were people who were loyal to Charlie Baker in the way of understanding, following and supporting him online. Therefore, the traffic rank of as 501,769 meant more than that of as 653,326. (Deval Patrick) (Charlie Baker)

Social Media Tools:

Online networking on social media always implies a personal relationship between candidates and their supporters. An active engagement can sway and influence voters on a mass scale. Obviously, Deval Patrick is leading on twitter with much more followers and lists. But an opposite finding was shown by looking into the number of facebook fans and the metrics of twitter volume in the past week. A reasonable explanation of the contradictory results is the current governor position over years has been accumulating the attention and follows for Deval Patrick, but doesn’t guarantee the favorability.

It’s definitely a tight race,” Vercellotti said. “It’s still anybody’s game at this point.” Timothy L. Vercellotti, associate professor of political science and director of the polling institute at Western New England College in Springfield, said the governor’s contest is too close to call. Opinion polls and political pundits had claimed the 2010 Massachusetts governor race a dead heat. But online marketing and social media metrics has already foretold a subrogation if you believe that momentum is everything.

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