Wow...I can't believe that my experiment in blogging is coming to an end. Over the past 9 weeks, I have found starting
and maintaining a blog to be like nurturing a fragile ecosystem. With an infinite number of
interdependent parts, losing focus or paying too much attention to any one
aspect of the blog jeopardized its growth. While best practices emerged, there
was no singular formula for success or set of directions to follow. Instead the
challenges of content, user experience and objective-integration, lead to a
broadened perspective on the life of a blog. Perhaps the greatest lesson I learned was the need to develop/find a voice that is authentic and consistent. Without authenticity readers won't respond and without consistency the blog cannot transcend itself.
emerging media and the market
Monday, July 23, 2012
Monday, July 16, 2012
GroupOn GroupingOn
It looks like everyone loves a good deal, but especially
those with a little more cash. Recent data released by GfkMRI shows that Groupon.com
is used by all generations and more frequently by those with higher incomes. Among
adults who visited Groupon.com in March, 38% were Millennials (born between
1977 and 1994), 29% were GenXers (1965 to 1976) and 29% were Baby Boomers (1946
to 1964). Additionally, Groupon.com users are more than twice as likely as
non-Groupon.com users to live in households with annual incomes in excess of $100,000.
Further, Groupon.com users are 73% more likely to live in households whose net
worth exceeds $1 million!
While the innovative couponing platform has motivated high
income households to visit Groupon.com merchants, serious unintended consequences
are surfacing. Researchers from Boston
University conducted a study which shows that while the number of reviews increases significantly due to daily deals, average
rating scores from Yelp! reviewers
who mention daily deals are about 10 percent lower than scores of their peers.
As emerging media and commerce sites reach expanded audiences, it will be
interesting to note resulting dissonance between intended and actual outcomes.
Monday, July 2, 2012
Something new or just a better mousetrAPP?
I use to have a Polaroid camera. It was awesome. A chunky,
but profoundly innovative photo making machine. Then, digital technology came
along and this once mind blowing piece of technology found its permanent
resting place in my basement. I had evolved and moved on. Polaroid photos were a thing of the past. They
were blurry, faded and impractically sized.
Recently, Facebook acquired photo-sharing app, Instagram,
for $1 billion. Ironically, these digital pictures look an awful like
Polaroids. The acquisition has made me wonder about the true nature of digital
innovation. Sure photos can now be taken, shared and reproduced at an unprecedented
rate, but is there really anything that different?
A report from Flurry Analytics shows that the fastest
growing app categories are photo and video, music and productivity. Are these category leaders surprising? Secretly
disappointing? Would love to hear your thoughts…
Saturday, June 30, 2012
The difference between a YorkiePoo and a customer
This is Jack. He
is my dog and I love him, really I do, but Jack is needy. More specifically, Jack
craves attention, my attention, all the time. He loves to play and constantly
wants to engage and interact. Admittedly, a lot of times I just don’t have the energy
to respond. As a result, Jack gets sad and barks at me. Thankfully, all is
forgiven in a matter of seconds.
Like Jack, consumers love to engage and interact with
brands online. Unlike Jack they don’t forgive and forget when brands fail to
respond. While this may seem like Online Customer Service 101, brands still aren’t
getting it! A recent report by STELLASERVICE found that “one out of four companies failed to
respond to a customer-service question posted on their Facebook wall, and even
fewer replied to questions asked as comments on their posts.”
More than just being rude, a
brand’s failure to respond severely alters consumer attitude and behavior.
According to Conversocial 49.5% of consumers said that they would be “far less
likely to buy anything from that company” if their question or complaint on a
social media page went unanswered.
So, as our brands gain followers online, we can’t get lazy.
All will not be forgiven. Go fetch!
Do we like to vote more than we vote to like?
It was the Fall of 2004 when political philosopher and
thinker P. Diddy told me to “Vote or Die.” Here’s the truth: I didn’t vote and
I didn’t die. In fact, a lot of nonvoters miraculously survived the election. In
fact, nearly the same percentage survived in 1992 when there were no electoral
bounties issued.
Election
|
Voting Age Population
|
Turnout
|
Percentage
|
189,529,000
|
104,423,923
|
55.10%
|
|
215,694,000
|
122,267,553
|
56.69%
|
If the threat of death doesn’t
even get over 40% the population to vote, what will? In truth, probably nothing.
If we go by the numbers, we will likely never see a dramatic change in the
nonvoter percentage. I wonder too, if we will or are already seeing a leveling
off of the social “voter.” A recent study by Visibli reveals that even the most
engaging Facebook pages receive only about 23% of likes per post. Currently, Justin Bieber has about 44 million
likes of Facebook out of a total voting population of…well, the world.
While new media is an
exciting and powerful tool, it’s important to keep perspective and context for
online initiatives and campaigns.
Double Twitter All the Way Across the Sky
Last week I was reading about the success of Delta Air Lines in meeting customer needs and expectations through Twitter. Notably, in addition to its corporate Twitter account @Delta, Delta also maintains @DeltaAssist, an account completely dedicated to service issues. Delta Vice President of Reservation Sales and Customer Care, Allison Ausband, noted how the company quickly realized that “real time conversations” would require “real time responses.”
She’s absolutely right. This agile approach allows Delta to maintain a positive and persistent web presence that can avoid viral catastrophes. This case made me wonder - has maintaining multiple Twitter/Facebook accounts to address specific consumer concerns become best practice?
For example, the college that I work for maintains two Facebook accounts. One account is dedicated to admissions and the other for all college information and updates. Again, this approach has worked well. Alumni and current students receive and talk about information that is relevant to their lives post-college and high school students easily find engaging content about applying to college.
Monday, June 11, 2012
Digital "Self" Control
The rapid growth of emerging media would seem to suggest
that the world is becoming faster, smarter and more efficient. However, the surfacing
of “productivity applications” ironically suggests the opposite. One app, for example, “Freedom,” locks users “away from the
internet on Mac or Windows computers for up to eight hours at a time.” In fact the only way for the user to regain
internet access is to completely reboot the computer. Fundamentally, the app
gives users freedom to focus free from digital distraction. Perhaps it’s a self
created need, but it’s a need nonetheless.
Another digital time management assistant is StayFocused.
An “extension for Google Chrome, StayFocusd allows you to restrict your time
for specific websites. Indicate how much time you can spend on a particular website,
and once that time has passed, the extension blocks that site on your computer
for the rest of the day.”
While the irony of creating more digital platforms
to be less distracted by current digital platforms is profound, these types of
automated controls hold an important place in the emerging media landscape. When
entrepreneurs remain focused on a goal, quality innovation occurs.
Consequently, what will sustain digital expansion is what will limit it.
Subscribe to:
Posts (Atom)