Tag Archives: Twitter

Facebook turns brands into people, too

Mitt Romney was quoted as calling corporations the same as people.  The public largely saw that as an esoteric tax reference.

However, when Facebook transforms brands and corporations into people, well that’s another story.  The new Facebook brand timeline and advertising strategy has created life for brands, and likely even more fortunes for Facebook. 

Your personal timeline will have more sponsored content from the brands that you love and more importantly – “liked”.  Those annoying dental implant ads on the right-hand side of your Facebook page will be replaced with sponsored content stories from different brands. Ads acting like content, brands acting like people, and all in the socially connected universe of Facebook.

The transformation of ads into timeline content is a win-win-win for Facebook.  Firstly, it solves an obvious problem that the right hand side ads on Facebook is a odd mixture of legitimate brands and low-end junk.  The quality of their ad inventory has not been consistent. Secondly, the only real way to monetize their significant mobile audience is through timeline insertion of content (ads).  This has been obvious from the beginning for both Twitter and Facebook.  They have both now started down that path.  To date, Google has been more successful with mobile monetization through their search products.  Facebook will now try to match that with they social news approach.

The Facebook strategy has a good chance of giving Google a run for their money.  Why? What do people do with their mobile devices that brands care about?  They search and they interact with Social Media – mainly Facebook.

Lastly, this strategy focuses Facebook on large brands that support their social mission.

While there is still a place for the smaller “Mom and Pop” establishments in the Facebook Universe, the Facebook Ad engine is clearly aimed at global brands with significant budgets.  Facebook is, without a doubt, aiming for to be the primary digital ad platform of choice for brands in the future.

The Google Vs. Facebook War just got a lot hotter.

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Filed under advertising, android, Content, facebook, Google, mobile, Social Media, social networking, Twitter

Big Game Hunting for Mobile and Social – at the Big Game

The Big Game has become the “Super” event for new mobile and social promotions.

The challenge for advertisers and brands is to create a virtual social environment within the year’s biggest physical social event

The TV ad escalation for the Super bowl grew out of the need to make the Ads their own event.  The higher production value of theses ads is designed to delay that inevitable bathroom break.   The goal of social and mobile media is to make the ad a continuous event during the game.

There are three factors that I believe are important in a social application.

  • Entertainment: Examples are interactive games and passive videos
  • Social Status: Examples are check-ins, followers, and game rank
  • Contextual Information: A key success factor  of Twitter and Facebook.

Get these right and you earn the pay dirt of any social campaign…longevity.

Your app or promotion can be successful with just one of these factors.  If you have two you can be a  wild successes (Zynga). With all three you are Facebook. YouTube or Twitter.

The reason that Superbowl ads are now $7M/minute is that that audience that the broadcast aggregates only lasts 4 hours.  It is a perishable resource that commands a premium price.  What if this audience was addressable with an effective social media channel on a regular basis?  What would that be worth?  For a clue you can read about the IPO of Facebook.

Using these factors as our yardstick lets look at two of the higher profile social game plans and make some pre-game predictions.

Coke is presenting an interactive version of their Polar Bears on a Facebook application.  The bears will react to plays in the game.

Prediction:

While this app will generate a lot of buzz for its “cool” factor, I view this as a very clever branding exercise, rather than a true social campaign.   It will generate a reasonable number of views of the Coke brand and therefore should be very cost effective on an equivalent CPM basis. (As of Friday it had 21K members, but I expect that number to significantly increase on game day)

Will this aggregated application audience have any reason to come back to this app after 10:30 pm on Sunday?

Entertainment Value: High, until novelty wears off

Social Status: None

Contextual Information: Low

I have this Apple app on my iPad.  The enticement is that you get a license plate number to watch for on the Chevy Television ads.  If you see your number you win a Chevy.

Prediction:

This will get some more viewers to watch the Chevy ads closely.  If you are not one of the 20 winners, then what? The rest of the app is populated with Twitter feeds, trivia  and YouTube videos.  Similar to the Coke Facebook application, this application will likely have a half-life that ends at 10:30 pm on Sunday.

Entertainment Value: Low

Social Status:  Zero – unless you win the car!

Contextual Information: Low

My view is that these types of campaigns are still outside the “redzone”.  Once an audience is aggregated, it is a crime not to effectively and continually engage that audience, grow it and profit from it.

The most effective use of social media is still the simplest and cost nothing.  Advertisers put their Superbowl ads on YouTube. That strategy has generated an additional 360M views!

One Last Prediction: Giants 31 Pats 24

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Filed under advertising, android, Apple, Content, iphone, mobile, mobile advertising, Mobile Application Stores, Smartphone, Social Media, social networking

Scanning your Life

It is not often that someone shows me something in tech that makes me go “WOW!, that’s cool”.  I had such a moment recently when I met Jonathan Bulkeley, CEO of ScanBuy.  Regular readers of this blog know that I rarely promote products and services, but rather just give my “guy on the street” views.

Unless you are George Bush Senior, you know that there are barcodes on everything.  There are the ubiquitous  1-D UPC codes that you see in the supermarket and a host of new 2-D barcodes.  With the inclusion of barcode readers in smartphones (my Android is very capable in this area) you can go to a store, scan the barcode and be linked to product information websites, Google shopper, Amazon, etc.  You can do instant online price comparison in a store, and if you like purchase the product.  It seems that stores are catching on and are starting to put there own barcodes on products that then links back to their own website, not a competitor’s.  This is not the “WOW” part.  I’ve been doing store scanning  for some time.  Its fun and seems to thoroughly annoy sales staff (and sometimes my wife!)

The company that Bulkeley runs is the one that produces the Android app that I use to scan barcodes.  You can think of a barcode as a web url that directs the application to go to some specific website or activate an application.  You can imagine that the directory service of linking codes to a website is an interesting business area.

Now for the “WOW” moment.

When I was talking to Bulkeley,  he showed me his business card that had a 2-D barcode on the back.  He said, “go ahead scan it”.  When I scanned it, the application opened up the contact manager on my phone and auto-populated all of his details and asked me to confirm.  That was WOW.

You see ScanBuy and its consumer facing ScanLife website gives you the opportunity to have your own personal 2-D barcodes that link to a website or launch a contact application.  There are codes you can make for websites, phone numbers, SMS, Twitter, and even a menu of items.

Here is my contact 2-D Barcode:

And here is another that links to my personal Website:

And yet another that I made to link to my favorite Youtube video. I bet you can’t guess which one?

You can even change the destination website of any barcode on the ScanLife website.  If you have a smartphone with a ScanLife application, you can scan these codes directly from your computer screen.

He told me his daughter has a barcode on her dorm door and changes the website with her mood and likes.

I could envision a whole new market in fraternities, sororities and dorms.  No need to put a piece of clothing on the door knob as the signal of an “overnight” guest.   Just make sure your roommate scans before he enters!

But as they say – Wait –there’s more to this story….

A day later I was taking the train back to New Jersey from New York.  The train was full and I was sitting alone in two facing seats.  Three others came to occupy the other spots.  There were two young women – maybe 22 – one with bright purple hair and lots of interesting body art and the other very blonde and pixie-like.  Their androgynous boyfriend rounded out the group.  Needless to say, I did not have much in common or much to say as the went on about their art exhibits and music performances.  This was not the “Hey! how about those Yankees?” crowd. And I was not up on the latest exhibit in the Village.

This all changed when Miss Pixie took out her Android phone.  Ah!, now something of a connection.  We had a long discussion on apps and her favorites. Her two interesting friends also had Androids, but older models (at least 6 months) and seemed behind the curve.   Pixie liked the same apps I did.  I am not sure what to conclude from that, so moving on…..

She had Twitter, Facebook, Foursquare, Skype and Google Navigation.  Her really favorite “cool” app was, you guessed it –  ScanLife.  She did not even know the name of the company, just that she could use it when she shopped.

At this point her rather purple,  pierced  and tattooed friend perked up and said , “I always wanted to get a barcode tatoo.”

Not wanting to waste a good promotion opportunity for Mr. Bulkeley’s company, I explained how she could have her own personal barcode that linked to something that she could pick, and even change.  She was delighted and copied down the info.

For this group of avant-garde artists, it was one more cool thing to adorn their body with , and something they could scan with their phones.

The train pulled into my stop and my new friends, who were brought together by our Droids and barcodes, parted ways.

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Filed under advertising, android, Apple, Droid Incredible, E-Commerce, facebook, Google, iphone, mobile, Mobile Application Stores, mobile commerce, mobile games, new media, New York, Rangers, sex, skype, smart phone, Smartphone, social networking, Twitter, wireless

Twitter as Mainstream Media for Israeli/Gaza Conflict?

It was 18 months ago that I first wrote about the extension of real, shooting wars to the social media battleground.  This past week saw a return of cyberspace prominence in the Israeli/Gaza blockade.   The first story that flooded Facebook, YouTube and Twitter was the violence that occurred on the Mavi Marmara.  As this story exploded across the traditional press outlets, videos were available on YouTube showing the actual helicopter boarding of the ship and the attack on the soldiers, which was followed by deadly violence. In this case social media added some perspective to a very volatile issue.

What I found particularly interesting was the coverage of the next ship that attempted to land in the Gaza, the “Rachel Corrie”.  The name of the ship is a reference to an American woman who was killed in Gaza in 2003.   This ship was due to meet up with the Israeli navy early Saturday morning.  I was quite interested in what would happen and tried to get information from traditional media websites throughout the evening in New York.  Much of the information I found was old.  Old in this case means at least 12 hours.   Around midnight NYC time ,  Twitter seemed to become the major news source.  This was fascinating.  Tweets were coming in fast and furious.  This is the first time I experienced the “fog of war” in real time social media.  Reports came in about the ship being boarded, stopped, not stopped, trailed by naval ships, proceeding to Gaza, going to Ashdod, being inspected by International representatives, and so on. Rumors followed Rumors.

The Jerusalem Post reported that the ship had been boarded three hours before the actual event.  This report seemed to be in response to an earlier Tweet that seemed credible.  A credible Tweet as a source?  The Jpost eventually retracted their story, but not before their report was Tweeted 1000’s of time as credible.    The problem is what is a credible Tweet?  Twitter is an environment where anyone can broadcast anything.   The need for instantaneous news on any world event has put news organizations in the position of trying to sift through 1000’s of Tweets to determine what may or may not be happening.  Most Tweets about the Rachel Corrie were re-Tweets of other rumors that were then reinforced by their sheer volume of messaging.  As the trending stats of the Rachel Corrie become higher and higher, it attracted the spammers and the truly crazy people.  Yet through all of this,  I was updating the Twitter role of info on the Rachel Corrie.  The information pipe became even more stuffed with offers for good, services, merchandise and other threads about the ship that described  what was or was not happening.

For the record, the ship was eventually boarded and led to the port of Ashdod where the crew and passengers were deported from Israel and the goods inspected, before shipment to Gaza.  The ruling Hamas Party in Gaza has subsequently refused to accept the aid from the Rachel Corrie becuase it was trucked through Israel. This ship made less worldwide headlines because there was no attack on the naval boarding party and the ship sailed peacefully to an Israeli port.  However, this crisis is far from over as Iran now proposes to use its Navy to escort blockade running ships.

Will we continue to rely on Twitter as the front line of information gathering if this situation escalates even further?  The Israeli Defense Forces (IDF) maintains a Twitter account to answer journalists questions and give them real time information on fast moving stories.  During the Rachel Corrie event they responded to a false story in the Jpost as follows:

Twitter is a mix of first hand accounts, rumors, government accounts, and just plain  propaganda.

In the case of the Rachel Corrie what would have happened if Twitter had been flooded with purposeful and coordinated false information?  Suppose Tweets circulated that the Israeli navy blew up the ship?  These false Tweets get re-tweeted thousands of times.  Mainstream media picks up the story and then reports the false reports.  Riots occur, real people get killed; Politicians take public stances that are difficult to back down from.  Fantasy become reality.  By the time the truth is known, it is too late and a real war has begun.   Sound fantastic?   This has happened, almost….

It was October of 1939 when Martians invaded the State of New Jersey.  Panic ensued.  Orson Wells and his epic War of the Worlds was of course just radio fantasy.  We could only imagine what might have happened if he had a Twitter account at the time.

Here is Russian Television’s Report on the Rachel Corrie Ship

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Filed under Aljerzera, facebook, Gaza, IDF, Iran, Israel, mobile, New York, politics, Rachel Corrie, Social Media, social networking, Twitter, You Tube

HTC Incredible – The Bright Side

After getting lots of comments on the frank discussion of my new Droid, I decided it was time to give the other part of the story.  In general, I really like this new superphone.  Yes, I’m still having battery issues.  I  recently had a day in NYC, away from my home office, and I was down to 15% by noon.  But lets not dwell on that.

I have downloaded about 30 free apps for my phone.  I have kept about half of them and trashed the rest.  My advice is to stick to brand name content and carefully reviewed apps.  If you just browse and download whatever you like, you will have many apps that don’t work or worse…

While the HTC Friends widget gets lots of publicity, the individual Facebook and Twitter Apps are better for me.  For the record I use “Peep” for Twitter.  The Foursquare app works well, the LinkedIn app – not.

Many of the most useful apps are targeted at managing your Droid phone.  Among these I recommend “Lookout”.  This is a combined virus scan, backup and lost phone locater – and is presently free.   As I mentioned in my first review a Droid is more like a PC.  When you download  “Caveat Emptor”   For the lost phone feature, you can locate your phone on a Google Map on the Web and even have it emit a siren sound.  Warning- don’t give your web lookout password to anyone or you will likely have a siren in your pocket at the worst possible time!

The widgets that come prepackaged for managing Bluetooth, WIFI , GPS and mobile networking are very useful in managing battery life.  Just keep everything off that you really don’t need.  I have found the GPS is a particular battery hog.

For syncing music, I finally got SallingMedia to work.  The trick is to create playlists for anything you want to sync and then to just sync those lists.  For video you can just drag an mp4 into the video folder on your phone.

One of the pleasant battery surprises was that I was able to watch a 2-hour movie on my phone and still have over 50% battery left!  There are a couple of decent free video players in the app store.  You should try mvideoplayer or stream media player. ( A free shout out to anyone who correctly guesses which movie I debuted on my droid –  there is a hint in this article)

A key to the usability of my Droid is mastering the notification pull down.  Just slide down your finger from the top Verizon logo and you bring down a list of recent emails, messages, program alerts, etc.

For sheer fun there are many “soundboards” in the app store.  These soundboards provide famous sound clips for many movies and TV shows.  I downloaded several and keep them in a folder.

Another app that I like is “barcode”.  It is a build in barcode reader that auto generates a search and shopper price comparison.  Don’t know if I ever will really use it “in real life”- but it’s pretty slick.

I also downloaded “SkyDroid”.  This is the one paid app I have.  It cost 99 cents.  It provides a GPS function linked to golf courses.  I am playing a round on Friday, so I’ll let you know how it works.  The website has a nice interface to map out any golf course that is not yet in their database, and of course it uses Google maps.  It took me about 30 minutes to enter the local course.  I am sure it will not help my golf game, but it is a cool thing to have.

There are apps that are un-Verizon-like in the store.  These include porn, a way to download “free” mp3s and a program to turn your Droid into a broadband modem for your laptop.  The former is surprising for the normally protective Carrier, the later 2 are ways to violate your contact TOS and bypass Verizon’s own broadband connect service.  The world of openness has its consequences.  You have to exert personal responsibility – just like the real world.  Just be careful if you give one of these to a minor.

Lastly, my absolute favorite feature on my Droid is the voice recognition with speech to text.   This is really great.  I thought my biggest issue would be with the virtual keyboard – however I respond to most messages and emails by speaking into the phone.  Imagine – a phone you can speak to!  What a concept.  The voice recognition can be used for almost any text input field. I have used it for emails, SMS, Google searches and contact searches.  Its accuracy is very good – although it needs a little work on its Yiddish!

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Filed under blackberry, Droid, Droid Incredible, E-Commerce, HTC Incredible, iphone, Ipod, location based services, media, mobile, mobile advertising, Mobile Application Stores, new media, New York, Open Network, opensource, porn, reviews, sex, skype, smart phone, Smartphone, Social Media, social networking, Twitter

Kudos to Verizon for taking on Leadership – Mobile without Phone Numbers

Approximately one year ago I wrote an article entitled “The Future of Mobile – without phone numbers.” In my discussion I put forth the proposition that social networks would take over the fundamental connectivity for individuals and that phone numbers would be a network “IP address”.   This article generated 100’s of emails and questions, some supportive, some not, but all thought provoking. It was clear that I had hit a nerve.

A major step towards my view of the future of mobile communications was taken by Verizon in the last week.  Verizon Announced at the Mobile World Congress in Barcelona, and later confirmed and launched at CTIA 2010, an integrated Skype calling service.  This service enables users to click any Skype username, make a call, and not be charged for mobile minutes.  This service even uses the mobile voice connectivity of Verizon for the wireless network of the call.

This is a major watershed event for the industry.  A major carrier embracing voice as a data service, with calls completed outside of the carrier’s equivalent phone number – DNS.

In fact, this capability had been  available by such applications as ISkoot.  What is big news is that Verizon is openly promoting this service and not charging for mobile minutes.   Another advantage of the Verizon version is that it is “always-on”.  I received my first Skype call on my mobile yesterday.  It just happened like any other mobile call.  It was an important business call and all I could think about at the conclusion was – that was cool.

The use of social networks and non-phone number connection services implies that that contact DNS aggregation services will become even more important.  My network contact list will be an amalgamation of my Facebook, Linkedin, Skype, Twitter,  existing phone books, AOL IM list and likely several others.  Aggregating my contact lists, storing them in the network cloud and presenting them to me on demand in a usable form is essential.

While at CTIA I was on a panel discussion with   Mike Mulica, CEO of FusionOne.  FusionOne is a leading example of such a network based contact/address book that spans social networks.  They are certainly a company worth watching in the future, as they appear to be “on the right side of the technology curve”.

A question that remains is how does Verizon generate revenue by connecting calls for free?  Simple answers include increased data subscriptions and greater subscriber growth via churn from other carriers.    In the U.S. market, with mobile penetration approaching 90%, carriers can only increase subscribers by churning their competitor’s customers.   Since the Skype app on iPhone is not as full featured and cannot be “always-on”, VZW has given leading edge users a reason to switch NOW.

In the future I would expect connections between Skype calling capability and other applications on Verizon, especially those provided through the Verizon’s own app store.  I also expect that full mobile video calling and even video conferencing via Skype is no doubt on the roadmap.

This feature is only available to VZW smartphone subscribers , and that means a $29.99/mo data charge.

Regardless of the long term revenue sources, VZW has taken a clear leadership position in its market and now has the their competitors determining a catch-up strategy.  Kudos to Verizon on this move.

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Filed under Acquisitions, advertising, android, Apple, AT&T, cloud computing, CTIA, facebook, FusionOne, iphone, location based services, MAc, mobile, mobile advertising, Mobile Application Stores, mobile commerce, portal, skype, smart phone, Smartphone, Twitter, Verizon, Web2.0, widgets, wireless

Google clicks in for Mobile

googleDuring the past week Google made two significant splashes in the mobile arena. Their much heralded, bombing of middle America with Stealth fighters announced the landing of the “Droid” mobile device. Secondly, their acquisition of the leading U.S. mobile advertising company, Admob for $750M announced the full legitimacy of mobile advertising. When Google speadmobaks, the rest of the industry should listen.

There was a time, not too long ago, when an entire industry seemed to get a simultaneous epiphany – that the Internet had created a legitimate “second” screen to television.  When this became “conventional wisdom”, the advertising Dollars, Euros and Yen started to shift from the “spray and pray” methods of television to the increasingly targeted methodologies of the web.

The same thought process can now be safely referred to as “conventional wisdom” for mobile.  The consumer is spending more time starring at their mobile screen, and less and less at their Web browsers, and even far less in front of the television.  With this reality, the web advertising giant is shifting more investment to the third screen  – which we should refer to as the consumers prime screen, the mobile screen.

We have transitioned from TV ad blindness (really a Pavlovian queue to go to the frig or bathroom), to web banner blindness.  We now, however, have the personal medium of the smartphone to reach consumers.

We have moved from the communal family device, the television, to a shared, yet personal device, the PC to the personal and un-shared device, the smartphone.

There will be some winners and losers in this new reality.  The winners will be companies that have invested ahead of the curve and have developed mobile and true multimodal next gen advertising vehicles.   Advertising and promotional technologies and processes that have broken with the “spray and pray” techniques of the past and capitalize on the true personal 1-1 advertising techniques, providing consumers ads that they want to view, will be the market winners.

The Android has positioned Google to be in your pocket, not figuratively, but literally.  The combined promotion with VZW and Moto, with stealth bombers creating a thinly veiled a sense of “Shock and Awe”, is a loud statement.

(Note to the Droid ad agency – Stealth bombers do not fly during the day, hence the word “stealth”)

See my other comments on the ad campaign at the end of this blog article.

VZW is a company with a great network and a lagging device lineup. Moto has raw engineering and production talent for mobile devices and has largely fallen off the radar screen in recent years.  Google, the dominant player in the present  generation of Internet advertising, is seeking to maintain and grow that position in the next generation.

So, Google is playing a pre-emptive attack strategy in mobile. VZW is playing catch-up to the iPhone.  Moto is, perhaps, playing their last “bet the company” card on Android technology.  Offense, defense and survival makes for three very motivated partners.

With the expected proliferation of Droids and other smartphones, Google’s purchase of ADMob is both stunning and obvious.   Another winner in this market shift will be, as I have written about in the past, the major social networks.

So who are the losers this past week?

On the Wireless Carrier side of the equation, Sprint and T-Mobile have to be concerned.  The gap between them and the leaders  (AT&T and VZW) is widening.   I  expect one less mobile service company in the U.S. in the next 12 months.

The emergence of Android platforms is likely the end of Palm as a mobile platform.  The Palm Pre never got the consumers attention and thus critical market share.

Too little, too late.

Palm will not be able to compete with Google and Apple in this round.  Their demise is written on the wall (in Graffiti).

500x_smartphonemarkshareRIM also has to be very concerned.  The launch of their touch screen device, the Storm was, well, stormy.   Blackberry has a strong market position and is well entrenched.  It has made significant growth in the consumer segment in recent years.  Will that growth reverse with maturing Android devices?  While Blackberry is in a much stronger position than Palm, the combined investment potential and application resources of Apple and Google will be a major challenge to RIM’s Blackberry.

All that said, RIM still commands over 20% global share in smartphones

Application developers will have to start to prioritize their porting and promotion of new applications between four major global platforms – Symbian,  Blackberry, Apple and Android.

It will be interesting to watch the global leader in the smartphone category – Nokia and their Symbian Operating System.  This platform is relatively unknown in the U.S. market, but is dominate in the rest of the world.

The next obvious question is how do these moves motivate other players in the industry to react?  Microsoft is desperately playing catch-up to Google in present generation search engines and advertising.  Their own version of a mobile operating system has made, at best, niche inroads.  Microsoft has suffered from execution issues and seems to be the biggest example of true  “innovators dilemma” in the last 20 years.

Yahoo has some mobile applications but seems to be a company unable to focus the attention necessary on any one initiative.  Perhaps some Corporate Ritalin is in order?

My conclusion is that both Microsoft and Yahoo will likely go shopping for a focused next gen advertising company.

Ad Agencies that have largely focused on managing creative production and bulk television ad buying are increasingly on the wrong side of the technology curve.  They are, however, in a good position with the depth of their industry relationships, to be a major force in the next wave of Internet/Mobile advertising,. The question is are they willing to move from their existing business models and develop the expertise in the methodologies, either in-house or through acquisition that can maintain their market positions in the value chain for the next generation.

The technology of smartphones, advertising and applications has now combined to make the next generation of consumer services and commerce a break from the past.  At least that’s what I hear from all of the “Conventional Wisdom”.

Notes on Droid Ad Campaign:

The more I thought about the Android “Stealth Fighter” ads the more I realized that that imagery was quite familiar.  I have added four additional videos for your viewing.  Theses video are the trailers for the 1953 and 2005 versions of “War of the Worlds” , the trailer for Armageddon and CNN footage of the bombing of Baghdad.

With these videos you can draw your own conclusions.  Please let me know what you think.

In my opinion, these images all have some resemblance to the Droid commercial.  In each of these cases the situation did not end well for the “entrenched” establishment.  Mass destruction was the result.  In one case a virus saved mankind.  This is hardly the message that a smartphone operating system might want to promote.    The droid-like figures eventually emerge to destroy everything in sight –they really do – you can Google it.  In the CNN footage a nation watched mesmerized by the imagery, only to learn that perhaps the wrong war was fought.

All interesting imagery for the first shot in a new generation of smartphones.

Subtle – this is not.

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