Author Archive

The ultimate mashup

December 10, 2009 Leave a comment

A friend of mine from high school has developed a portfolio of Web sites and online applications that we might consider the ‘ultimate’ example of mashups. But, what I respect the most about his work is that, as an artist, this not just a new cool application; it is what he describes as “online projects that reimagine how we relate to our machines and to each other“.

Of Jonathan’s Web sites, I think my favorite is 10×10 – an always changing ‘snapshot’ of current events and news from around the globe. The site pulls headlines AND images from major news sites and consolidates them into 100 frames of words and pictures that display what is happening at that moment.

Another intriguing site is We Feel Fine. This site pulls the phrases “I feel” or “We feel” to compile an in-the-moment display of excerpts of love, feeling and emotion from our social world.

I encourage you to check out this  inspiring and refreshing interpretation of how Web sites and social networks can be a visual collage of our lives, our emotions and  relationships.

Categories: Uncategorized

Who is clicking and why…?

November 12, 2009 Leave a comment

One of my favorite industry bloggers is Seth Godin… and I guess Im not alone since I just read that he writes the most popular marketing blog in the world!

Anyway, his short insightful blogs posts offer an interesting mix of solid marketing perspective along with thoughtful advocacy about things he cares about. One of his recent blog posts called The “Unclicking 84%” brings us to a set of stats that is particularly relevant to our recent discussions about online advertising and online consumer targeting. The results of a recent study found that,

“the number of people who click on display ads in a month has fallen from 32% of Internet users in July 2007 to only 16% in March 2009, with an even smaller core of people (representing 8% of the Internet user base) accounting for 85% of all clicks.”

This is pretty significant considering many of us are re-focusing marketing objectives and re-investing advertising budgets with the assumption that overall click through rates are increasing not decreasing.

And, as we have discussed in class, does the creative component of the ad matter if your target consumer isnt part of the 8% of internet users who are clickers? This general breakdown reminds me of the 80-20 rule in marketing, and business in general, that would similarly point to 20% of consumer base contributing to 80% of profits. But, in an online environment, do the consumers in the 8% actually purchase? Do they make up the majority of online sales, website visits, etc? And, what happens if this number continues to decline…?

Categories: Uncategorized

Optimizing optimization

October 26, 2009 Leave a comment

Last week I heard yet another addition to the ever expanding, acronym-based vocabulary for online marketers: Social Media Optimization, aka SMO.  One definition of SMO is “Internet marketing where word of mouth is created not through friends or family but through the use of networking in social bookmarking, video and photo sharing websites” – which to me sounds like our general understanding of Interactive marketing and e-communications, but with a fancy name that includes “Optimization.”

A lot of people consider SMO to be SEO but applied to social media techniques and tactics (e.g. blogging, facebook, twitter, etc). I do think that if we can continue to “optimize” everything that we do, then we are taking away the essence of social media  – which is an authentic community where people share real, honest opinions and ideas. If this becomes too contrived and opportunistic…I mean optimized…then what is the real value here? And how long will consumers pay attention to it?

Anyway, I wanted to share the term in case you missed it too –  apparently this concept has been around since 2006 when Rohit Barghava came up with five rules for social media optimization.  These rules include:

  1. Increase your linkability
  2. Make tagging and bookmarking easy
  3. Reward inbound links
  4. Help your content travel
  5. Encourage the mashup
  6. Get communities connected

Now the real question we need to figure out is how we do those things…

Categories: Uncategorized