In fact, today is a long day – it begins in Providence RI, heading back to NYC to teach my MBA class this evening at Baruch College where a friend of mine, Leticia Colon of Insights Digital is guest speaking. Right after I’m done – dashing over to The General Society (upstairs) where I’ll speak.
BTW, I’m really loving Bunkr.me – it’s a fantastic platform, with still lots of rough edges but the approach of content curation is perfect for me.
Posted by Marshall Sponder on June 05, 2013 | Link It
Last week included a quick trip to the West Coast, plenty of time to consume information, but not that much to write. One of the things I noticed (and sometimes miss) is that the busier and more immersed with work you are, the less there’s any thing left with to want to write about. It’s almost as if writing takes some solitude or distance from the work, a quiet place, a way at looking at what just happened through a lens.
And when your “in it” it’s much harder to step back and talk about it. Life used to be so much different, and simpler in a way, when I just was an analyst, and found the time to blog to my own hearts content. Lets give it a shot today.
Social Media Technologies
Jeremiah Owyang wrote a post last week I liked on how start-ups were using social sharing technologies to share not just content, but their products and services and goes further to state that social media (sharing content) and collaborative start-ups (like Airbnb) will merge and become one thing. I think what this means is (in simpler terms)
When looking at a social collaborative site like AirBnB, which draws on Facebook Graph to tell me which locations my friends have been to and endorse, I’m more likely to want to stay in a place my friends have stayed and endorse.
Implication is that any kind of sorted list is going to end up having Social Media connections (Friends on Facebook or Twitter) on it, and we will automatically filter for that, and pretty much forget anything else. I think that’s where Jeremiah is going with this notion – that we’re just going to buy things, almost a 100% of the time, when we can, because friends tried it and like it. Period. The only times we won’t do it is when that information isn’t available (commodity items, gas stations, candy, food staples, etc). He has a video about it here.
The implications are more technological and cultural than social – that while Social Media was a nice to have 5 years ago, Jeremiah will have you believe (and I mostly agree) that you won’t be able to sell much of your products or services without it in less than 5 years. Moreover, Social Media will become part of the product / service, you won’t be able to tell the difference – and that’s because Google Project Glass, and wearable computers (something Jeremiah didn’t say) will make the entire world one big shopping center – and guess what is going to inform it? The Social Graphs (the one that Facebook has and the one that Google is developing).
So the world is about to change and be turned up side down in about 18 months – when the glasses (Google and it’s competitors) start massively producing them and people start buying them and changing the way the behave in front of stimuli – because now – they will have the data right in front of them wherever they go, at all times of the day and night – should they wear the glasses. And that, will push everyone over the edge, into a world where Social will now govern sales – it won’t be a nice to have, it will be sales – and I think, that’s is kinda where Owyang is going.
I found an infographic that tries to quantify the effect of a friends recommendation on purchase behavior
I can’t speak to the accuracy of the findings of the data but it looks like woman are a little more likely to be affected by a friends recommendation than men and that a little more of it happens in the upper Northeast, particularly in the suburbs. Again, I didn’t run this data, but that’s what it says to me.
In a 18 months – I wonder what this chart, if it could be run again, would say? Maybe it will be double (purchases based on shares), or maybe it will it will be more context and industry specific.
Augmented Reality is just another term for Google Project Glass
I had an idea like this not too long ago – but doing it would be much harder – what if you could diagnose your car problems just by sound? Most mobile phones are good enough (Smart Phones) to record the data and filter it – but knowing what each make and model of a car sounds like for each part of the car is probably a big project for a programmer who also has a friend that has big car garage and plenty of time to record every problem that every make and model has. Or maybe there’s a better way to do it – I’m just guessing.
It seems as if Google Analytics has a role analyzing about 68% of the top 500 websites according to this post. What’s most interesting to me (given the subject of this post) is the social sharing buttons on consumer vs. business websites is very different, and that is telling. For example, on consumer websites, Facebook is on about 26% of the top sites surveyed, but on business websites, Google+ is the clear winner at 62% – and unexpected finding.
I am attracted to the idea of turning the Social Media for the Arts Facebook Page into a book – and maybe this is a way to do it - http://mashable.com/2013/05/31/likebook-facebook-timeline-book/ - its not clear to me if you can do this with just your own timeline or any page. They even can tell you how big your book will be – all depends on what you want. I’m still not clear if I can get Social Media for the Arts this way, but maybe I’ll try it – because a lot of the ideas for the course I teach are first noted there.
That’s it for tonight – I’m also trying out Moz’s new Pro Suite for a month – it’s pricey at 99 bucks per month but the first month is free.
Posted by Marshall Sponder on May 28, 2013 | Link It
Well, it certainly has been a busy time for me and that’s why I haven’t been able to write much. Between May 6th and May 16th I was swamped finishing up the Spring Semester of Social Media for the Arts at Rutgers Online, and about half the class (of 93 students) did most of their work for the semester in the last two weeks before. A new business proposal also got kicked off, and yet another one was presented (I’ll leave the details out) leaving me with literally no bandwidth.
Anyway, I’m stealing a moment to catch up here.
The Limits of Marketing
The other day I was discussing (with a friend) how pervasive marketing is becoming, that with Geo-Fencing, SoLoMo, Re-Targeting and other technologies very little about us is private and we’re all pretty much bombarded not only with several thousand brand messages a day (now delivered in may cases with precision in timing and content for maximum effect), but also, supposedly, for our benefit (or we’re led to believe).
Maybe it is to our benefit, or maybe it’s really the end of Marketing as we know it. Here’s my thoughts about this situation.
In the past, marketing and brand messaging was pretty inefficient (remember the guy who said half of their marketing is effective and half isn’t – I just don’t know which half is / isn’t). It was fine, after all, to barrage people with messaging because only a fraction of it ever worked and there was plenty of “white space” left due to the inefficiencies inherit in the almost all marketing mediums (some more than others – but still …).
The white space, or gap between what worked and what didn’t allowed people the freedom to not be a total captive of the marketing. However, marketing automation, big data, psycho-graphic targeting and re-targeting (along with harvesting all our information and profiling us, predicting our behaviors with more and more accuracy) has removed most of that white space we used to have, and closed the circle.
Marketing is simply following out it’s marching orders – to reach people and indoctrinate messaging and belief systems – and so the question comes up – is this “Super Targeting” good or bad? It Depends.
From the standpoint of marketers – it’s fantastic! After all, the job is to get your message across and possibly sell or promote something that otherwise wouldn’t be promoted or sold – that’s what your paid to do and that’s what told to do. Now technology allows you to it with precision. So why doesn’t that feel good?
Because the idea of what Marketing is has to be re-thought out, re-defined entirely. From the standpoint of a recipient of all these hyper targeted messages we are now becoming sitting targets of anyone who is willing to spend the money and time to use data to track our digital trails. Being off the grid isn’t an issue – we can’t go back, there is no privacy.
The problem, I think, is that many of our institutions and notions of what we really should be doing are based on situations that no longer exist (like the idea that 50% of your marketing works, etc). Now, if your willing to work on it hard enough, almost all of your marketing works – and if you have enough other people doing the same thing (which Big Data promises) our lives might get better in some ways, and yet, totally diminish in other ways.
I think what Marketing Automation and Big Data are beginning to deliver is what Marketers wanted all along - efficiency of the means of delivery and a way to ensure the results along with the precise measurement of them. The problem is, that concept was developed when marketing was so inefficient that no one had to experience the full effect of it. Now, that’s no longer the case – and we are being literally bombarded from every direction with messages that seek to persuade us to want “this or that”, over an over, hundreds of times a day.
The concept of what is ok to do, what works, I think, needs to be changed. Stay tuned – don’t think anyone has figured this new model out yet but there are several asking the same questions and coming up with their own answers.
Google Project Glass has been hyped quite a bit since prototypes have begun to make their way outside of Google – the feedback is largely positive for a prototype, but there are those that question if the idea of Project Glass and wearable computing will take off once people realize what it will actually do their privacy – which hardly exists anymore, anyway. What do you think?
BeatDeck as a Analytics platform for musicians looks pretty darn interesting – a lot of the features of analytic platforms that used to be paid for and expensive are becoming free – and often the data and context to make the information an analytic platform provided was missing, anyway, so maybe this movement to make analtyics more accessible and contextually relevant is a good thing.
Well, that’s it for tonight – I have to make a quick trip out to the West Coast this week, but otherwise, it’s another semester starting at Rutgers (Summer) and small class is what i have (for a change) and I’ll be busy – but try to post here more often.
Marshall Sponder is an independent Web Analytics and SEO/SEM specialist working in the field of market research, social media, networking and PR. He provides digital data convergence generating ROI and develops data metrics, KPI’s and dashboards that drive businesses by setting, evaluating benchmarks and teaches Analytics at UCI Extension and Social Media for The Arts at Rutgers University.