Tag Archives: hockey

Social Networking with a Schmear

In the past 10 years I have managed many social media projects – some even before that catch phrase was coined.  While every company seems to want to be on the various social networks, very few seem to grasp how and why

As they say – to cut to the chase:  Social Media is and should be social.  That may seem like an obvious statement but many campaigns seem to miss that point.  Here are some examples of Social Media Myth busting and one surprising example of social media done right.

  • Signing up people to like your product or service by giving them something

I was at the New York Auto show at the Javits Center this past Spring.  One auto company was giving away tee shirts if you “liked” their Facebook page.  They probably gave away 1000 tee shirts and got 1000 likes.  If their apparel budget permitted 1 million tee shirts, they perhaps could get 1 million likes. So what?

By the way, I got a tee shirt for “liking” them. I can’t even tell you what company it was or where I put my treasured prize.

Getting random people, who are fundamentally unconnected, with no interest in each other or even the product to join a social network, just to show you have “numbers” is a waste of time and money – except for the company that makes the tee-shirts, and supplies the models to hand them out. A quick estimate for that campaign would be $10K for a consultant to “produce” the marketing event, another $10K to produce the tee shirts and likely $5K in costs for contractors (models) to hand-out the tee-shirts.  That’s at least $25K spend on getting 1000 “likes”.  It would be better to have a website that says “like me”, and I will send you ten bucks.

How many times do you think any of these people visited the company’s Facebook page?  How many of their friends decided “Gee, I better like that page also?”  How much original user generated content was created because of this campaign?

As we say in NJ….Ugats!

  • Trying to create a great social network around boring content , is … boring,  unless its not.

Let me explain.  If you put up photos and comments about little Jimmy’s second grade music lesson it may be boring to the masses, but for the little Jimmy’s family it’s interesting and fun.  One picture can generate 20 comments in a family circle.   If you take that same picture and put it on a website that sells music lessons, will anyone comment or care?  Will family members share that link on their Facebook walls or Twitter rolls? Interest in content is contextual.  Members of a social network must be self-motivated to spread the word, comment, contribute and create the viral impact of social media.

An interesting example of social networking done correctly is a delicatessen in Newark New Jersey.  Hobby’s deli has been a family run Jewish restaurant since the invention of corned beef.  The real life Hobby’s experience includes fabulous food and even better “schmoozing” between the customers and especially with the two brothers who are the owners.  From the lunch time crowd of lawyers and politicians to the enthusiastic dinner hockey fans on their way to watch a game, Hobby’s provides social subsistence along with the knishes.

To take the Hobby’s experience and bring it to Facebook was not a guaranteed success.  The owners did not pay an “expert” thousands of dollars to help them with the project.   They applied their natural real-life social networking skills and put it on Facebook.  The formula is simple.  They comment on what is going on at the restaurant.  Who is having a birthday? Feeding the Ringling Brothers Elephants, a visit from a pro athlete, little contests between the two brothers, playing the role of a Leprechaun for the holiday celebrating the Patron Saint of Corned Beef – (St Patrick) and the ever-present Devils fans.    Within this content come mentions of the daily special and photos of the food.   While the latter elements are clearly advertising, they come across more in context of the overall Hobby’s narrative.

By taking what is already happening in real life and placing it in social media they have created a tempting morsel for a loyal clientele.  They have less than 1000 likes as of the writing of this blog, but I am sure that is not bothering Hobby’s.  The likes that they do have, really  like Hobby’s.  When their patrons comment, and they do it often, it spreads virally across Facebook.

Which one is a former NJ Devil?

Which one is a former NJ Devil?

To achieve their success they did not stand on the corner of Halsey Street and hand out sandwiches to random people just to get them to like their page.  The Facebook page is becoming a contextual meeting place for their patrons and obviously drives business.  It has the right ingredients: a consumer base that has something in common, content that they find interesting, a natural willingness to generate user comments and a real ROI for the business.  Win-Win-Win

I’m hungry now – time for a trip to Newark.

Link to Video of Chico Resch at Hobby’s (Click Here)

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Filed under advertising, Circus, Content, Corned Beef, facebook, Food, hockey, humor, mobile, mobile commerce, Newark, Rangers, social networking

My excellent iPad adventure in the land of Les Habitants

During the past couple of weeks I have been using an iPad and trying to figure out where it fits in my digital hierarchy.  For the record my technical stack includes an iMac , a  MacBook,  a netbook and, an HTC Droid Incredible and a Kindle.   While at home the iPad was a toy.  It was something to use while watching television.  Thus it was slightly more convenient than having a macbook or net book  for light browsing and email.  As a book reader it was much nicer than my Kindle (which I still like).  I installed the Kindle app on the iPad and read  a couple of books on it.   It was aggravating that movies that I can watch online easily with my Droid phone cannot be watched on the iPad due to the lack of Flash support.  When will we have an Android Pad?

The interesting part of my iPad experience came when I had a business trip last week.  Instead of taking my laptop I went cold turkey and just took the iPad as my second device, in addition to my Droid phone.  This decision shocked my colleagues, including the one who lent me the iPad to try out!

The iPad did well on the plane as I read the New York Times.  This was especially interesting since the person next to me had the paper version and lusted after my alternative format.  After finishing the Times, I read USA Today, played a couple of games and started to read one of the books I had downloaded via the Kindle app.

I could also imagine that the iPad would make a great personal Video device for longer flights.

At the business meeting I was the cool kid at the table.  After all, what do you really do with a laptop at a meeting? You browse the web, check email and possibly access a presentation.  Since I did not have a presentation to show, the later two were just fine.  For the record if you want to display a power point presentation on your iPad the easiest way is to upload it to Google Docs and then access it directly from the Web.   The iPad is really shines as a net connected device and thus using cloud services is the way to go.  If you don’t have Web access then converting the presentation to JPG images or video also works.  I also installed dropbox on the iPad and it worked great giving me access to my Cloud virtual drive.

The funny part of my day occurred as I was leaving to fly home.  My meeting was in Montreal and that day was also the first day of  iPad sales in Canada.  At an airport sports bar I was killing about an hour why reading on my iPad.  I attracted a crowd of very interested on lookers.  The waitress even brought her boss out to have a gander (Canadian Goose reference…)  Again, I was the cool kid.    This was similar to elementary kids who have their school lunch sandwiches cut on the diagonal, instead of squares.  (Or at least that is what I was told by my kids)

When I passed through Canadian security I was asked if   I had a laptop and I of course proudly proclaimed, no – I have an iPad.  At that point Ihad no less than 4 inspectors handling my device.  They made me turn it on for “security” reasons.  Once I had it on I demonstrated some apps and the book reader.  I was decl

ared safe.   It was a slow day in Montreal for air travel.  This had the makings of a real live Apple commercial.

Note to Steve Jobs:  Get that security tape and air it – great publicity.

When convinced that I no longer was a threat to Canadian airspace with my iPad, I proceeded to the gate.  The flight was an hour late and I began to read my book on the iPad.  Again I drew a crowd when a little kid pointed and yelled – Look DAD, that’s an iPad , cool! I was then obligated to give another demonstration and let some of my fellow passengers check it out.    Just when I was feeling my coolest someone asked me – “hey it looks cool, what does it do?”  All I could thing of was – “It will do whatever you want, once someone figures out what you want”

Understand ? Ehh?

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Filed under Apple, AT&T, cloud computing, Droid, Droid Incredible, Google, HTC, HTC Incredible, humor, Incredible, Incredible, iPad, iphone, Ipod, MAc, mobile, mobile advertising, Mobile Application Stores, mobile commerce, smart phone, Smartphone, social networking, Steve Jobs

Open Letter to Madison Avenue

iphonev5800This past week the New York Times had an article about the convergence of contextual advertising and Smart phones. The potential for highly targeted advertising including the use of GPS is a trend I have been discussing in this blog for over a year.

 

The interesting angle in the NY Times piece , “Is this an invasion of privacy?”

Regardless of ones wishes, all consumers will continue to be bombarded with advertising, much of which is the Madison Avenue equivalent of carpet bombing. As with the military version, this is a technique whose time has come and gone.

For the purposes of this article I will focus on video advertising because like many consumers, I can not tell you the last Internet banner ad I paid any attention to or clicked on.

I watch most of my video entertainment on the Internet. I frequent the websites of the major networks, as well as Hulu and YouTube. All of these sites have various forms of advertisements.

Most of these (I would say 99.999%) have zero interest for me.

These are a wasted investment with no opportunity to drive a sale of anything.

Would I prefer to see ads that were actually targeted to my interests? Of course I would. I would prefer no advertisements at all, but that is not realistic.

For me this equation becomes very simple. If I want advertisements that I would care about, the advertisers must have knowledge specific to my interests through some mechanism. The advertisers can either try to derive my interests through various contextual techniques (location, click analysis, websites frequented, purchases made, etc) or they can simply ask me.

Both of these techniques run into privacy concerns. There are fear mongers claiming that “big brother” is watching us and will do some unmentioned evils with all of this data. The questions are: What is private? What should remain private? and What forms of personal information can be revealed for mutual benefit?

I believe that information that is your medical history , your financial status, your sexual orientation, your marital status, your status as a veteran and your religion should remain private unless you explicitly release it. Basic consumer desires are fair game in my opinion.

Any person in 2009, however, who has any expectation that their Internet use, whether on a PC or a Smartphone, cannot be monitored for commercial gain is living in a fantasy world. Perhaps it is for this reason that 10’s of millions of Facebook subscribers readily reveal the most intimate details about their lives. They are just not concerned about their privacy.

If you have an expectation of privacy then never use a credit card, or make a phone call, or shop in a store, or use the Internet, or send a text message, or stay at a hotel, or use an airline, or subscribe to anything. You cannot live in modern society without leaving a digital trail of breadcrumbs that can be used for commercial purposes.

Now back to my video entertainment.

sgt_starWhen I watch any of my favorite shows I am subjected to commercials on trucks, beer, video games, grape juice (as a cure for everything!), tax services, an assortment of female oriented products, German cars, U.S. Army recruitment, fast food, etc. All of this investment is wasted on me.

To make my video watching more enjoyable and to help save advertisers millions of dollars, I offer the following open letter to those who want to advertise to me in the future:

Dear Advertisers

I will never buy a truck,a German car or an SUV. I am not interested in woman’s deodorant, and the last Budweiser Beer I drank was in High School. (Yes Mom, I did drink beer in high school) I don’t smoke, so telling me to stop is a waste of your breathe. I already have a subscription to the New York Times, so ads that try to get me to subscribe are also a waste, I only need one copy of your newspaper per day.

I am past the age of recruitment for the U.S. Army, Navy, Marines and Air Force. My kids are not interested in the military. We do support you and suggest you save the money that you use to advertise to me and use it to pay your soldiers more.

To Taco Bell, McDonalds, Wendys, and Dominos, we get it. You are fast, unhealthy and fattening. Please save the advertisements on me and work on your quality instead.

I have no interest in household cleaning products. I don’t know which one is for what mess.

I do like action movies, ice hockey (particularly the New York Rangers),baseball (Yankees), football (Jets), politics, and technology. I like the latest electronic gadgets, high definition television, anything made by Apple, and Japanese cars that last 15 years.

For Verizon, I would gladly consider switching my cable and Internet provider to your Fios service, if and when you get the one HD channel that I really care about. If you paid attention to this open letter you would know that it is MSG. Any advertising to me that does not have the words “We now have MSG in HD” is a waste of money.

I also find that a mob of guys in glasses and Verizon uniforms following me around to be creepy.

I like good wine and hand crafted microbrews. I prefer the anti-oxidants of grapes in my Chianti, not Welchs grape juice.

If you want to sell me diamonds and gold jewerly, then only send these ads to me a month before my wife’s birthday. You’ll have to get that information from her. But then, it is in her interest to tell you, isn’t it?

Now you have it. It would have taken millions in investment dollars to build the algorithm to derive this same information about me. This is a win-win. I get ads that I would at least find entertaining and focused on my interests, and you get a chance that is greater than zero of influencing a purchase decision.

I expect that the next time I watch something on Hulu, or “The Office” on NBC.com that the ads will be focused on my interests.

Regards,

Steve Spencer

A good ad targeted to my interests

A good ad targeted to my interests

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Filed under advertising, Apple, Content, mobile, mobile advertising, smart phone, Smartphone, Social Media, subscription servcies, You Tube

Note to the New CEO of Yahoo – Mobile desktop matters

What is your mobile homepage? And does it matter?

jerry_yangThe exit of Jerry Yang from Yahoo got me thinking about the implications, if any, it would have for mobile.    In the desktop browser world, the fight for your homepage has been waging for years between Yahoo, Microsoft, Google, AOL, and anyone else who managed to hijack it.  The theory is your homepage selection drives page views, which in turn drives advertising revenue.  More views equal more bucks.

So, what does this mean in a mobile device context? Does homepage matter?

What is particularly interesting in the mobile domain is the competing paradigms for driving traffic.  There is the “traditional” browser homepage war, the mobile desktop icon, a range of Java or Brew applications, and widget portals.

The key question is what to you want to do with your mobile device when you access the Internet and how best to get the answer you want.

A second factor is despite the proliferation of full keyboard mobile devices; the long-winded entry of URL’s and the point and click model of a desktop still does not translate well in the mobile arena.

The specific models at play on the Blackberry are:

1-    Set your homepage
2-    Download bookmarked Icons for specific sites and services
3-    Java Applications that mange collections of information feeds
4-    Widgets and Portals that are a collection of widgets.

Here is my solution – let me know if it matches what you have or you have a different use model.

When I access the Internet on my mobile it is usually about answering a particular question or reading a specific newspaper or blog.

I have my homepage set to the minimalist Google mobile.   I can enter anything I want in the search box, from a website I want to visit to a question.  This is a very functional model for me when I need business information or just want to impress family and friends with some arcane trivia.  Did you know that the state bird of Alaska is the Willow ptarmigan?mybb1

For routine information and entertainment I use the very easy downloadable bookmark icon.  The icons I have on my device are:  NY Times, Washington Post, ESPN, MLB, NY Yankees, Weather Channel, CNN, CNBC and ABC News.   This library of information is great for those commuting train trips.  In 25 minutes I can catch up on the news, read my favorite editorials, and follow the local sports teams.  This is very efficient for sites I visit often, and much better than bookmarking these sites within the browser.  This is another good example of the difference between the desktop and mobile experience.

Next, I have certain downloaded applications that I use often.  My favorites are VZW navigator, followed by Google maps and iskoot (for Skype).  For navigation applications I am asking my device a specific question and getting a specific answer.  It is either, “How do I get to….”, or “ Where I am and how did I get here?”  I use Skype on my desktop and there are rare occasions that I us it contact a business associate.  Iskoot works well and is free.

The next category of applications isthe content aggregation portal.  I have two examples that I have on my device.  The first is a very good RSS reader called Viigo.   You can easily set up the blogs that you follow and they also have pre-loaded feeds that you can keep or easily delete.  If you want to follow this blog on your mobile device, this is the solution.

I have also downloaded a specific RSS reader from “The Hockey News”.  If you read this blog regularly you know I am a big Hockey fan.  I am sorry to say the Hockey New RSS portal is poorly executed and rarely gets used.  This should be bad news to the editors at the Hockey News.  If a diehard mobile guy who is also a diehard hockey guy finds your mobile application to be poor, it is time to rethink.

Note to the Hockey News:

I make the same offer to you as I did to the New York Rangers.  I will volunteer to fix your mobile application.

yahoo1Lastly, the widget portal that I have downloaded is “Yahoo Go! “.  In my view, this is a good implementation for the wrong paradigm.  Yahoo Go! Is a mobile version of the  “My Yahoo” desktop homepage.  It has lots of general information categories in a very slick carousel interface.  What is interesting is that, although I have used Yahoo as my desktop homepage for 10 years, I almost never use “Yahoo Go!”.   The reason for my low use of this service is simply that I have no reason to use it.  It does not function as a way for me to get quick answers (Google), quick information (Icons), or navigate (VZW).

It is interesting to speculate what Obama had on his Blackberry?

The Iphone, G1, HTC and other large screen devices can easily enable similar models.

With advertising revenue the ultimate goal, understanding the mobile desktop paradigm is step one.

We can hope that the successor to Jerry Yang will re-think the mobile environment to be truly mobile and not just a transposition of the desktop.

Will the Yahoo and Google be the only advertising game in down, or will quick footed start-ups like Mojiva make even bigger inroads in this lucrative market?

Please share with me what you have on your mobile desktop.  I will collect the input for a future blog article.

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Filed under advertising, CEO, Google, hockey, mobile, obama, portal, widgets, wireless

Wireless, Politics, the Economy and Hockey

Sometimes if you just take a moment for deeper observation at an event you can get a sense of what pundits spend a lifetime interpreting. Last night I took my youngest daughter to a Ranger game. They lost in overtime, 3-2 to the Edmonton Oilers, so I will not dwell too much on the fantastic comeback, the grit and determination and the ultimate let down.

Here are my other observations during those 4 hours:

Observation 1 – Wireless Gen
My daughter sent and received approximately 120 text messages. She communicated to classmates about the homework she would have to do when she got home, she chatted with her cousin about God knows what, She took three calls, and she cheered the loudest in are section. She does not have ADHD, she just multitasks at the rate of a cyborg!! This is the next generation.

Observation 2- Politics

obama buttonThroughout the game the roving camera guys put crazed fans on the big jumbotron. Twice last night, the fan was wearing a big Obama button on their Ranger jersey. When they saw themselves on the arena scoreboard instead of pointing to their Ranger emblem, they pointed to the Obama button! If seems the hockey Mom and Dad demographic in New York went for Obama.
Observation 3- More Wireless
The Rangers have several interactive mobile promotions during the game. The simplest is a text to screen application where your message is displayed on the scoreboard. What is “interesting” is that you text to one shortcode, get a thank you message from another shortcode and then are instructed to text a third shortcode for a free wallpaper. Also, the thank you shortcode responds with “Thank you for voting!” Opps? Did I vote? Time to check that campaign provisioning!

NOTE TO NEW YORK RANGERS MOBILE DEPARTMENT:

I herby offer – pro-bono (maybe you can pay me with an autographed stick) to fix your mobile applications to make them coherent and effective; to have them run on one shortcode, with proper messaging before, during and after the user interaction.

Observation 4- The Economy

rangersuites

I made a quick count on the number of empty luxury suites last night. I stopped counting after 23. Madison Square Garden has about 60 suites for the well-heeled New York corporate crowd. While I have seen empty suites in the past, the number of dark boxes is very large. As a proxy for the recession/depression on Wall Street, just counting the number of flipped light switched on luxury boxes is a leading indicator of the economy.

Observation 5- The Economy – Oh Canada! (Or is it just the Oil(ers))

Since the Rangers were playing a Canadian based team, the national anthems of both Canada and the U.S. are sung before the game. I like the Canadian Anthem, and can sing it with the best of them. I have to admit I was never quite sure who Canadians are “on Guard” from?

Anyway, I observed a very large number of Edmonton Oiler fans, from Canada. This is unusual. Usually the out of town fans come from New Jersey, Long Island and Philly. This got me thinking. Is there some other geopolitical trend that has caused these fans to be in New York?

I came to three possibilities – either they paid for a tour before the dollar increased in value, or they all work for oil companies in Edmonton and have more money than they know what to do with, or they are Canadian “snow birds” who escape the harsh Canadian winter to bask in the less harsh New York winter. You decide.

Amazing what you can observe if you just take a minute to look!

iamaranger800

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Filed under economy, hockey, media, mobile, New York, obama, politics, Rangers, wireless

Good Hockey, Good Wireless


It always strikes me as somewhat amazing how much SMS and MMS services have seamlessly integrated themselves with mainstream activities.  As an example, (and no surprise to those who really know me!) I will use this afternoon’s Ranger/Bruin hockey game.  Before you send me lots of comments and email pointing out that what I really wanted to write this blog installment about was the thrilling game – I plead 100% guilty.  I will try to at least give some lip service to mobile internet services while I carry on about the thriller in the “World’s most famous arena”.

The Rangers and Bruins started the day separated by just one point in the standings , with the Broadway Blues holding the advantage.  The Eastern Conference is very tight this year with only 6 points separating the top 7 teams! 

The teams traded excellent scoring chances in the first period with the Rangers testing the Boston goalposts, back boards and protective netting, as much as they challenged the Bruin goaltender. But with no pucks finding the twine of either goal, the period ended scoreless. 

The second period was similar to first with the intensity turned up several notches.  Jaromir Jagr powered by the Bruin defense on three occasions for close in tries, denied on each by Jay Auld, the Bruin net minder.  The Bruins finally did get some sustained pressure on the Rangers, with Henrik up to the challenge.  The second intermission came with no goals.

A special shout out at this point must go a Blue Shirt faithful in the “Blue Section”.  With exactly 1 minute and 5 seconds left in the period he yelled out “ Hey , how much time is left in the period?”.  The announcer of course then followed with “One minute left in the period.  The fan responded with a loud “Thank You!”.  19 thousand people laughed.  At least the tension of the game was broken for a bit.

The third period was frenetic.   Both goalies made acrobatic saves that seemed to defy the laws of physics.  At one point Sean Avery made a great power move to the net and flicked the puck off the left post – “groan!”.  Both teams tried the old tried and true method of pushing the defensemen and the goalie, along with the puck into the net.  In both cases the Referees were close at hand to restore order.

 With about 7 minutes left in the game, Scott Gomez completely undressed a Bruin Defensemen, stealing the puck in the offensive slot area.  Gomez came in on Auld totally uncontested…..and missed.

Both teams traded some good scoring chances in the 5 minute overtime, but it was obvious that this one would be settled “Mano a Mano” with a shootout.  After regular and OT play both goalies. had turned away a combined  64 shots.  That is a whole season of shots for a Soccer team!

(If you have gotten this far in the blog, I promise to have something about mobile services at the end!)

(Also if you have gotten this far there is a good chance we share some DNA!)

The shootout – a best of three – was as nerve racking as it gets in a big game.  Both teams missed their first shots.  Nigel Dawes, a Ranger rookie, took the second shot and ringed it off the left post and into the back of the net! After nearly 3 hours a puck finally entered the net!!  The Bruins missed their final two shots and as Henrik stooped David Krejci, bedlam broke out at the Garden. 

Playoff atmosphere hockey in Mid March.  Very Nice!

If you want to see video highlights of the game – follow this link:

http://rangers.nhl.tv/team/console?hlg=20072008,2,1037

So here is the wireless angle on this joyous day.

 At that start of the game I updated my “Up2” microblog with my whereabouts and the status of the game.  During the game there were three wireless polls taken of the audience.  I send an MMS picture of my daughter to be displayed on the arena’s jumbo-tron.  At one point my daughter got lost in the arena (actually she knew where she was,  I didn’t).  She texted me her location, which was back at our seats. ( I can put this in here because my wife does not read this blog!)  And lastly, this entire blog was written on my blackberry on the train ride home.  A very full day indeed!

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Filed under hockey, mobile