RE: Action

By involving your presence in social media gives you a better (but not full) picture of the value of your marketing.
Today offers the digital world measurements on the number of visitors, pageviews, time spent on the site and conversions. In a way it can be interpreted into the reach (reach), attention (awareness), coverage (coverage) and commitment (engagement). But what about recommendations (Advocacy), loyalty (loyality), trust (Trust) and influence (Influence). It can be measured by looking at sensitivity, comments, feedback, general publicity and organic range.

Brandon Murphy, chief strategist for 22squared, puts the two approaches together. Digital action (marketing), leads to interaction and final sale. This he calls Return on Interaction. But there must be Return on Influence, which is about sales leads to word of mouth and recommendations, which leads to more sales. That together provide Return on Investment.

Also: Looking at users who are active in social media, so they speak both about what they buy, they buy more even and finally, as they influence others to buy more.

Source: Brandon Murphy http://www.slideshare.net/brandonmurphy

Jeremiah Owyang writes that

"Attitudes about brands and products have reached a new dimension with the evolution of social media. Conversations happening with or without your presence. You no longer have control over the dialogue. Positive experiences spread to more and some of the negative can spread to hundreds of thousands. But it's far from everything. "

The challenge is how to get involved without being intrusive and learn to be systematic in this. Talk to your customers where they are. This is the first step for social involvement. But that is about to move from talking to its customers to communicate with them.

Below I would like to list 8 approaches to how you can listen to your customers:

YOU HAVE NO GOALS

Your company listens to customers, but has no final goal with it and do not use the new information to something directly.
There is a degree of self-consciousness, but is not information, it is reasonably useless.

Is this strategy for now, it will be sufficient to use tools like Google Alerts and Feed Readers to follow.

YOU maintain statistics on FIRE COVERAGE

In the same way as companies follow their coverage in traditional media through "press clippings" so you use the same method in the social media. You, however, takes no further action on this.
Self-consciousness is increased by keeping statistics on volume, but the depth and tonality of the conversations are not analyzed and the possibilities you can not understand or utilize.

There are various tools to track the product or brand names. Yext, Radian 6, Buzzmetrics and such. Dow Jones offers services and you should choose whichever type of business you represent.

You identify opportunities and risks

A more active process is about seeking out conversations that may signal danger or identify good opportunities.
This gives your company an opportunity to minimize the risks around dissatisfied customers before problems escalate and spread.
It is necessary to actively seek out conversations and make sure to share knowledge within the organization.

You improve performance at the campaign

Marketing campaigns are typically measured after completion of exposures, clicks and - with the above may also - number of titles. But if you set up polls during the campaign and a daily analysis of feedback / conversations, it will be possible to optimize the effectiveness of marketing campaigns in near real-time.
The optimization can be done through strengthening the message that works and leave out the more dead spots.
Use tools to manage responses, activities and attitudes toward marketing and be hands on with the tools that make it possible to change instantaneously. Omniture, Gemius and Google Analytics may be relevant tools for you.

You measure customer satisfaction

In addition to your normal customer service satisfaction survey, it is possible to measure positions in real time, while customers / users are engaged.
The measurements allow to identify satisfaction during the course. It can identify steps that can be improved to enhance overall satisfaction.
Tools could be Sysomos or Back Form. But it is probably also necessary to broaden the focus groups.

YOUR answers to customer inquiries

You fish where the fish are. You respond when the user refers to the company. On Twitter, you initiate a conversation by asking whether the company can do anything if you have registered negative tweets.
Customers can feel a greater satisfaction about your brand, but it also teaches them that it helps to yell to get attention.
To work at this level requires a team that is empowered, trained and ready to respond to inquiries around the clock - if nothing else in common hours.

You improve understanding of your customers

By developing the classical market, so you improve your company's customer profile by adding social information on these.
It allows not only to provide a regular service, but giving them a richer experience regardless of the customer's point of contact with the company.
It develops rapidly new social customer relationship management system that connects a customer or user with their online behavior, attendance and preferences. Talk to your provider and find out what they can offer compared to your needs.

You are proactive and anticipate YOUR CUSTOMERS

By using knowledge of past behavior patterns enables your business using the right generate resources in the right places. It is important to know what your customers want to say and how they react before they do it.
Find opportunities and exploit them before your competitors are making waves in the water. Or make sure to solve problems before they escalate - or at all happens.
A powerful tool could be a customer database that has a predictive element, as well as a team that can reach out to customers before the errors occur. I do not know immediately to such a tool, but talk to your provider of your CRM system.

CLOSURE

I hope it is clarified that the different approaches are listed in logical sequence in which the first is the simplest and least resource-intensive and the last most advanced and resource-consuming. It is also a question of mentality and the level at which the company participates.

Once an approach is learned, the next will be harder and larger, but the beauty is of course that what you have learned will help you to overcome the next "step".
Accept the new reality and accept the enormous opportunities to create a sensitive competitive advantage over slower competitors. The more you are willing to consider what the conversation, the more your company will know about your customers' needs, behaviors and preferences. And just as important to your brand image and products in the social media sphere.

Source: Jeremiah Owyang http://www.web-strategist.com/blog/

In the last two posts I've written a bit more introductory to business conditions and opportunities in social media. And the style I would like to continue.

In the previous blog post I wrote that one important point is to let users themselves create and share content. Its role is to facilitate this in a way that is constructive, free, spacious, fun, [insert your own values], etc.

Internal division of roles

Depending on your business it makes sense to place the coordination of Marketing. This is often where you'll find resources that are familiar with your company's brand, design guidelines, latest and next steps. And then have your staff in marketing is often a communication background.

But if it is to have real clout, you must involve the persons responsible for each (main) products. Also like IT and customer service if there are qualified people to work in social media. Management and HR is also good to have with the work, since they may have their own interests in relation to come out and represent the company, which in a sense is also relevant for parts of your users. It applies to recruitment, political and regulatory conditions.

Let any. the coordinating entity bringing the partners on a monthly and ad hoc if the need arises. They are in themselves an editor and can advantageously work as one.

EXPERTISE AND TIPS

When a person participating in social media on behalf of the company in charge of the organization or the responsibility of individual products, it will be possible for her to make a difference. Other properties could be that the person is friendly, attentive, friendly, professional, and if possible the ability to be personal in his communication and attitude. In this case it makes a face at the person - and it's much more fun to talk to someone than to talk to a logo.

Another good tip is that you should never write when you are angry or resentful. Be friendly and helpful. The traces on the Internet is not easy to remove again. And more importantly, so are the rules for behavior on the Web is not just for business and consumers. Individual consumers can afford to be stupid, arrogant and opinionated. Businesses should be professional, transparent and credible. It may sound unfair, but as a company expected more from you. In return you can enjoy that a customer's hernia does not mean that the rest of the customers leaving you. Rather, they can easily comprehend if it is the client in question, there is something wrong with.

For you have the right, then your company's clout so much greater if you can comply with the rules that apply to businesses.
Finally, it is a good idea to be specific in the dialogue. Deal with your actual problem. Each problem detail. Warm air and dishonesty punishable in social media.

DUTIES

Assignments are to listen to others 'content, aggregating others' and own content and publish relevant and new content. It's pretty basic. But if you fail to listen, then you can not be part of the conversation, you will not be able to engage in dialogue on an equal footing with others, but instead stand apart and weaken relations in advance. Aggregation is your way to sort and highlight what you think is important. It is also your way of influencing the content that you believe contributes positively. In addition, press releases appears poorly in social media. You have several shots in the gun, talk directly to each user and, if necessary, share stories up in the user segments. Writing with the aim to create dialogue. As long as people talk about you, so they think of you and the possibility that the story spreads will be present.

In addition there are a number of tasks related to documentation, statistical analysis, internal communications to gather new knowledge and share what you might learn about users.

OTHER PEOPLE?

When a company establishes a strategy for its involvement in social media and includes key personnel to perform the work described as such. above, it also makes sense to take care of the other employees who are not included.

I would recommend giving them the opportunity to participate on their own terms and own platforms. Offer them lessons on good practice and use, give them help themselves, and ensure there is a certain amount of risk embedded in the overall plan. Prohibit employees not to participate.
Create a social media policy that does not fill more than one page. Refer here perhaps. to the applicable rules of business conduct around the company in general. And the sea otherwise confident that your employees have etiquette. They are after all not their boss out in the local newspaper?

The recent changes in technology, I characterized as revolutionary. Apart from that it is not a technological revolution but a social. Social media and services that are centered on social media, is built around people, human relationships and the things people create and share. It may be blogs, Wikis, reviews, Facebook, and so on.

We get there, because technology has given us new opportunities. In particular broadband, WYSIWYG and a service such. YouTube changed the premises for access and dissemination of information of different nature.

It may have had some dire consequences for your business because your customers now can speak out loud about you and yours and easily get together with like-minded fellow sufferers.
The whole idea about Free (or "Anarconomy" as I've written about here on the blog and here ) may have altered the context and perhaps even business foundation for your business.
On Twitter, on blogs, many places you can read about how wonderful everything is new, but what happens to you and your company can enjoy this social countries gain?

THE SOCIAL may be your ADVANTAGE
Ryan Turner from Razorfish has considered five different ideas for how companies can take advantage of the new times, where social media is a must and every week brings a new buzzword to the market.

Let customers do the work

He says it very short. Past practice has been that you've seen it like that 'business goals is to create customers for the store. " But now that social media has helped your customers can find each other, so it is natural to exploit it to your advantage. Turner makes things a little on the tip and says that "business goal is to create customers who generate more customers to the store."
By giving customers a good reason to talk about your products, they can go and be ambassadors for your company.

But does it really matter?

Dynamics of the influential helping to curb.

Let's try a simple calculation: Your 1,000 customers have to join 6,000 close friends, 15,000 friends and we count the first part of their network, then the 1,000 turned into a touch surface of 40,000 people!

If it is a path to pursue, then you need to change marketing tactics. Your marketing should be optimized around your new understanding of your finances. And you'll need for new measurement techniques to evaluate a customer's value. For your customers who are active in social media can bring new customers to you.

Generate new business areas

Your business can change dramatically. But there are hidden challenges waiting to be lifted. Your first line of customer service means more than ever before. But if you think that your customers can help you navigate through this world, then you are well on their way.

Take digital digital on the road

Take advantage of telephone and computer to make the business mobile. This allows you to move yourself physically closer to where it happens, which is relevant to you and your customers.

Make your brand more human

The last point Turner mentions - to make its brand more human - I would like to dwell on that. If you work in a small business, then you "just" be your Professional I am on the web that you are the everyday towards your customers. It need not be made especially complicated. Honesty and humanity is the glue that connects you with other people.
But if you work in a medium or large company, so it makes sense to work in a more coordinated and strategic in relation to your presence on social media.

Corporate Brand

There are basically two approaches to speak on behalf of the company: Either you have a 'Corporate Brand voice' or there is more individual 'personal profiles that refer to your brand. "
To exercise a 'corporate brand voice', then there will be a united voice that reflects the brand's personality. All generally follows the brand's tone, whether it's the director or marketing assistant and used in all contexts, regardless of media.
The tone may be unique to the company, and it can also be manifested in a (fictitious) person. "The voice" is used everywhere, for example. a fixed element in the completion of an advertisement.

Personal Profiles

Exercised its visibility through several personal profiles in social media, there will often be multiple, authentic voices that are transparent (make sure to disclose affiliation to the brand) and easy to find. The essence here is that they are engaging and conversing and typically exist where conversations take place.
The voice is unique to the individual, not the company - and is manifested in a real person. And also will this voice be used only by real people in real time.

The social Fire

Together they create the brand's voice and the individual personal profiles a social brand. Previously you will have seen the marketing department is responsible for communicating with customers. But in the new reality also communicates the company's other departments directly with customers. Be it product developers, management, operations, HR, sales as well as marketing and customer service.

Control, documentation and results

For this to be done, it requires a corporate policy and documents that govern behavior, tone, style and strategy. They must address workflow, workflow and opportunities for example. to escalate the situation up in the hierarchy. It is important to make direction lines for the team about social media. There must be intended to embody a policy for all company workers. And you can ensure you act in the work of any. creating a matrix of responsibility.
An easy "one-page" that provides information about the company's participation in social media, can be beneficial for people who need easy subject knowledge, new employees or others who are not part of a team surrounding the efforts of the social media. Also put up goals for the company's presence and think of ways to measure performance.
Finally, it also makes sense to regularly gather relevant persons actively participating in social media on behalf of your company. Ensure a proper instruction to your brand online personality and enshrine guidance about the brand in general. It is also a good idea to have established a set of rules governing how politics as well as documents about social media handled and updated for the future.

Why all this?

It means something to work hard and get everything. People build links with people in more than brands. It's fun to talk to real people rather than a logo. So dress your employees properly. For the rules on social media can sometimes be ruthless about them representing a company.

Also make sure you have your law in place. And keep good ethics about permission marketing and follow up the situation. The legislation will change the area which experience enters.

Consider creating personal, not personalized, experiences. It can easily figure out if I am the individual is treated as a number in the series and not as a unique customer. And if customers want to feel unique, let them also meet in groups. Give them a partial ownership of your brand, otherwise if they have the creativity and time to handle it.

Move closer to your customers

It is possible that we are in difficult economic times than long seen. But we are online. And people are more online than ever before.

"If we add up all the hours people have the Spent playing world of warcraft, IT ville total ca 5.93 million years. That's the same Amount of hours att Homo Sapiens kill existed "
- Jane McGonigal, Ted the 2010th

Actually started the business with being close to their customers. However, busy lifestyles and competition required efficacy and companies required a certain size to compete successfully. The Internet gave us the opportunity to shop from home and the phone has given us even greater control over how we conduct our operations. So the more we have invested in technology, the more distant is our relationship with our customers become.

So the idea is of course that after having spend 30 years to remove us from the customer to move closer again. Ironically, the digital playing a big role here.

This means that we must learn to understand that online is more than one channel to display advertisements. It's not just about creating awareness about its product. The opportunity is to enable its customers, ranging from passive consumers into ambassadors for your product in almost no time.

It's on everyone's lips. In the boardrooms, among your privates colleagues in professional journals, morning newspapers and on television, we hear about Facebook, Twitter, YouTube, openness, dialogue, viral marketing, lack of skills, risk management, prohibiting the use of services during working hours and so on.

The market has exploded over the past three years, where almost all leaves clear traces of life on the Internet. A distinction is rarely between individual users' behavior here could stairs from Ground Well else do much good.

And now that users have made services like Facebook and YouTube to himself as follows companies. The idea is to fish where the fish are. There are many guides on how you as a company purely practical get started on social media. And there are also a number of people who have made it their livelihood to help companies to "optimize" the presence.

It is far from easy, there are very warm air, even more opinions and ideas. And then it's all new and exciting. And it is certain that it is wrong, but it would be nice if these can be minimized in size and consistency.

The last three years I studied with at more than 100 blogs about social media and the Internet generally. It's not as much time as some others in the industry, but it is long enough to be able to summarize the key (part-) conclusions about corporate behavior on the Internet.


GROUNDS FOR BEING on social media

Dialog

What you would normally use social media in private? You read, share knowledge and talk with friends and acquaintances through comments, messages or maybe games. It is under the assumptions that we as companies should act in the services. The media can be something other than print and TV. And therefore expect the user of the media, that we make use of these opportunities. One of the key parts here is that communication also goes the other way: Your company on a social media has not had a new, traditional marketing channel. You must expect that it is the user who has something to tell you.

Long term commitment

You may be lucky to get a viral hit, making your brand known everywhere in an incredibly short time. But it should not be what you build your strategy. It's about to dedicate themselves in the long term. To build up a foundation that ensures that you can handle both good and less good times for your business.

Honesty

It goes without saying. And it's not because I expect companies to outright lying. But they do. The problem with lies is that they often revealed. And there's a long-term unemployed person who feels unfairly treated, or an exceptionally dedicated, which has got into his head to arrive at the truth, then it comes out. The network on the web is invisible and can be huge once the story spread among friends, friends of friends.

Transparency

Therefore you should introduce yourself and your interests. The more that is hidden or concealed, the more reason to distrust and desire for disclosure. Not only among journalists but certainly also in the individual citizen.
In return, you can win loyalty, increase your credibility to your products and create a long lasting value around your brand. And precisely this strengthens your position at the time when you need it. For example. if you unwarranted or justified in coming storm in the social or traditional media.

Sincere interest

Be present and give something of yourself. You are in a sea of ​​information and if you want to be more relevant than your competitor, you must talk to your users - or the individual user - with an interest in just them / him / her. Emotions, logic, intelligence, humor are all ways to get to people, but do it for their sake. If you show interest in them personally, so they may never discover who you are talking to.


ISSUES

Presence of social media is far from smooth. If I were to summarize some of the issues, then the following seven aspects:

Noise

It is inconceivable many speak at once. About the same. If anything differently. Importance can be difficult to discern. Make yourself aware of how you and your business can stand out from the crowd through, among other relevance. Relevance can be used for noise and give positive attention and feedback.

Amateurism

Your clients can be experienced Internet users as well as beginners. But common to them is that their behavior is characterized by amateurism. They bought the social media story about the easy registration of three steps and has otherwise used the media ever since without reading manuals or situation is seldom conscious of the service.

Businesses on the other hand, act on other terms and must be professional. Therefore, there is embedded a potential conflict. A tip would be to take customers seriously. It's like the football player in Serie fifth He knows that he is not Michael Laudrup, but that he should be commended for its good pass or a free kick if he kicks back on the football field.

Cultural paradigm shift

Power is transferred to the participants. 30 years ago was a media tool to spread its message among the masses. You and the news media controlled the flow of information, details, angles, timing and follow-up. The Internet in general has changed this for the longest and social media have enhanced the ability to build bridges and create networks between people in a way that has not been seen before. There can therefore rightly speaks of a cultural paradigm shift. And, both the former rulers to contend, as well as the participants will also learn to handle their newfound influence and power.

Lack of standards

There is no set uniform standards and often, companies resort to self-defining goals. If they do, when this far. Lacking the means to measure that is not defined and established recognized methods, for example. provide comparability, and finally, companies ask themselves what realistic and successful goal in these media? The question you should always ask themselves the independent media, but the answer you will find in this case, rarely looking at others or previous attempts.

Shortage of talent

I heard one ask where the humorous, empathetic, committed and disarming, experienced and skilled communicators exist. And they exist. On Twitter, it does not take long to find the most catchy (prominent?) Who have good ideas, have a good grasp of communication and may have done it for their livelihood. But it does not change the amount of talent is to overlook - locally and globally - in comparison to the number of companies that are on the way out on social media.

Technological change

We need no more than 2 years back to watch MySpace being overtaken by Facebook in Denmark and for even shorter time since worldwide. Development of smart phones are revolutionizing this second Danish their mobile habits. Where are we in 2 years?
Technological change and opportunities for improvement has never been faster. It has been a premise we live with; escalation has been a matter of course. But it is still important to keep in mind that aspect of your participation in one thing and another.

Risk of over hype

For there is a risk of over-hype. Second Life was on everyone's lips very short time but was really foretold great opportunities. Twitter has not really been felt widely, although it is now over 3 years ago, the Danes began to create profiles on the latest new.
Deal with your new service with reason and coolness. Some services might appeal to your particular business, eg. foursquare has appealed to Starbucks and the like, because the potential for more sales to existing customers is obvious. And then invest your time there, being a first mover can provide a strong market position. Other times you will have the advantage of waiting for service reaches a critical mass of users.


For there is really much to grasp, once you get started.

Thanks to my newly assigned responsibilities in Eniro , I think it was appropriate to increase my knowledge of Facebook's advertising opportunities . With a limited number of competitors and a great opportunity to target ads to Facebook reportedly deliver good results cheap. In the following I give an insight into my first attempt at advertising on Facebook. You are very welcome to leave a message in the comment box.

Opportunities with Facebook's advertising system
Facebook is easy to get started. You create an ad by uploading an image (110 × 80 pixels) and writes a text and places a URL.
The targeting can be geographic, demographic and interests. Interests must now be selected using the English word for interest, but seem to hit the Danish language when it is intended. Har du som annoncør en Facebook-side, -gruppe eller -applikation har du desuden mulighed for at målrette annonceringen mod personer, der enten er forbundet eller ikke er forbundet med den pågældende side, gruppe eller applikation.
Prissætningen er lige til og jeg kan både vælge et maksimalt bud for CPM eller CPC og når jeg sætter mit daglige budget er det ligeledes det maksimale pr dag. Jeg bliver på baggrund af mit valg ovenfor stillet et estimeret antal brugere jeg kan nå i udsigt samt et antal visninger/ klik på min annonce.
Ved ugens afslutning afregnes jeg af Facebook for min annonces eksponering eller performance via mit betalingskort.
Bemærk at Facebook godkender alle annoncer og hver gang du retter i den efter den er godkendt skal den godkendes igen.

Mit første forsøg med Facebook annoncering
Jeg skriver digte jævnligt og publicerer dem på Re:citat . Jeg har normalt 30 læsere på en dag, hvor jeg publicerer en ny tekst. Produktet er måske ikke typisk markedsføringsmateriale, men umiddelbart anser jeg det ikke som en hindring for at bruge det som test.

Hvad ville jeg med annonceringen:
1) Jeg ville i det mindste brande mit navn og Re:citat gennem tusindvis af visninger.
2) Jeg ville have nye læsere med interesse for litteratur i bred forstand til at klikke ind på Re:citat.
3) Endelig lavede jeg en ”sticky post” på Re:citat, der opfordrede til at melde sig som abonnent for at måle evt. action efter at have klikket fra Facebook.

Facebook havde estimeret, at der var ca. 50.000 brugere med interesse for litteratur i Danmark. Jeg satte et dagsbudget på 50 kroner og perioden for annoncering var 8 dage (fra 14. april til 21. april). Mit valg faldt på CPM, men det kunne for så vidt også have været CPC, da jeg ikke havde en ide om mit produkt ville være genstand for mange klik. Facebook foreslår hver dag en ramme for hvilken maksimal pris jeg bør ønske at betale. Dag 1 satte jeg CPM til 2,01, hvilket var ca. 20 øre højere end foreslåede ramme. Ugen efter var Facebooks forslag til CPM ca. 50 øre højere end mit maksimale bud.

Hvad fik jeg for pengene:
I hele perioden omkring 45.000 visninger af annoncen pr dag. Gennemsnit for CPM var fra 0,97 til 1,27. Det er en meget, meget lav CPM. Jeg tænker om Facebook mon som Google i deres annonceringssystem har en rankering af annoncerne på relevans og ikke blot pris. Uden målretning foreslår Facebook langt højere CPM eller CPC bud fra annoncøren.
Antallet af klik svingede fra 3 til 10, hvilket var lidt skuffende taget i betragtning af at annoncerne var målrettet mod en bestemt brugergruppe. Teksten lød ”Har du læst Erik Scherz Andersens nyeste tekst Fralandsvind – Læs med på recitat.dk og bliv abonnement helt gratis i dag”. Den var ledsaget af et billede, der var et udsnit af min Twitter baggrund for at skabe genkendelighed i farver og stil, samt citatet ”Kast dit lort i havet / papiret er kun til blæk” for at have lidt sproglig humor ind over annoncen.
Der var i perioden 3 nye abonnenter, men jeg ved, at de i forvejen var tilbagevendende besøgere af Re:citat, hvorfor jeg ikke anser de få klik fra Facebook til at have gjort en forskel her.

Summary
Jeg fik ca 350.000 visninger, 44 klik og ingen nye abonnementer for 356 DKK. Det er en lav CPM for branding inden for ”paid media”. Men med en CTR på under 0,02, så er det usikkert om jeg har fået noget ud af markedsføringen.
Min formodning er, at Facebook annoncering er velegnet til at understøtte ”earned media”, hvis ens brand eller produkt er interessant for brugerne. I mit tilfælde stod annonceringen alene og den rette effekt kan jeg kun muligvis vurdere efter flere annonceringsforsøg på Facebook og lignende forsøg på Google.
Selvom mængden af visninger er flot, så er klikraten skuffende. Selvom Re:citat ikke er et kendt brand, så burde relevant segmentering give højere klikrater. Måske er jeg bare vant til klikrater på danske search sites fra Eniro og ikke internationale sociale netværk?

Yesterday I designed for up to one of the most border communities, which I have participated in ... until now. Blippy.com lets you share your transactions with friends, acquaintances and strangers. This means that everything I buy on Amazon, threadless and iTunes will now be seen on my Blippy account . If I had an American bank, I also wanted to link my Visa or Mastercard for the service. Og ligeledes er et par andre – primært amerikanske – tjenester tilknyttet såsom Zappos, GoDaddy, Audible og Blockbuster og man kan forvente, at flere kommer til i takt med at sitet vokser.

Tech Crunch has made ​​a video with CEO Philip Kaplan, who explains what the service is about and why he thinks it's a good idea for a community. Se den her: http://www.youtube.com/watch?v=SSibRDdKG04

Facebook afprøvede egentlig ideen med Beacon . Tjenesten blev udsat for massiv kritik og lukkede igen i slutningen af 2009. In my view, the problem was initially that people on Facebook were never asked if they would be with and that they had no control over the information that flowed between sites and other users. I anden omgang kan det så diskuteres, hvor meget information folk er villige til at dele. But although there have been some reactions to Facebook's recent changes to what information is private on Facebook, so it is my conviction that it is not less information, which we are willing to share. Although Blippy just makes you think about privacy, I will not let this blog post about this issue further.

What is interesting is the relationship that exists between the transaction and the buyer and potential buyer.

Christopher Rolleyson writes in an article on the often interesting SocialMedia.biz that:

"Federated identity + social vil bli rapidly a mechanism for people to ask dess friends for input on Buying Decisions. It ska change how people buy. "

First Ordinary people's ratings and reviews has been one of the first steps towards services that offer social elements for the assessment of the product. We may in some cases be comfortable and get more valid information about a product or service when many people have submitted their assessment than when there is only one expert's assessment. Similarly, Google's and Facebook's Friend Connect provide sites with products or services opportunities to distinguish between what close friends think and what the great mass of people have said.

Second Blippy gør produktanbefalinger endnu mere nærværende. Vi bedømmer ikke alt hvad vi køber. Og vi fortæller ikke om alt hvad vi i vores dagligdag bruger igen og igen. It is two sided: first promoted the specific product to friends. For my part, it applies if a new album has been released without my knowledge. It can also be true bargains for example. clothes. I do not fear that my close friends buying the exact same T-shirt on threadless as I do. But they will certainly be inspired to buy another product because of price. Second, services in which we conduct our operations, will be promoted. Hvis jeg er interesseret i produktet, så ved jeg både hvor det kan købes og til hvilken pris.

Third Når Jason Calacanis køber PacMan til sin iPhone , så vil der potentielt være folk der følger ham, som går ud og gør præcis det samme. Buyer PacMan for your iPhone. Furthermore, it opens up marketing efforts in the form of sponsored purchase, because the penetration occurs through recognizable and credible people - friends and influential or respected persons. It is not new, but it is more direct and easier than ever before.

4th The data I leave on Blippy is available to other people online. Og virksomheder. Disse virksomheder vil kunne se mig som potentiel kunde og vil måske kunne finde på at markedsføre sig direkte overfor mig. It may be very costly to market itself to the individual, where the price of a product or service is low. But the company sells a product that requires fewer sales per month to achieve a satisfactory earnings, so it is perhaps interesting? More interesting, however, the problem of automating the marketing of goods at a low price can be solved without it means that the consumer spamming with offers or feel his privacy invaded.

5th Being a service like Blippy, which has data on the user and the products that are purchased can be a very profitable business. Ikke fordi mine private data sælges, men fordi de opnår information om købemønstre, geografiske forskelle, trends, relationers indflydelse, deres strukturelle udvikling, etc., etc. Det er ikke noget som er forbeholdt Blippy og noget jeg er specielt bekymret omkring. We know today from supermarkets who make assessments on what goods and services which appear together in the merchant's shopping cart.

Jeg er klar over, at min tilgang er alt for positiv, ubekymret og naiv. But I think modesty about privacy can be a constraint to development. It's not a question of narcissism or to walk around in public without pants on. Det er et spørgsmål om at være bevidst om hvilke data jeg efterlader hvor og at tage kontrol over det. Ultimately, my approach may leave as much information that I myself have an information overload? I say this based on the motto that if it looks as though no information about me is secret, then no information about me interesting. So far, you do not come. Men det jeg ønsker, at andre også tænker over, er, at de informationer, der kan findes om mig på nettet ikke er anderledes end dem, der kan findes om mig i den fysiske verden. The difference is perhaps how easily accessible they are.

What is the future of Blippy? We can expect that similar sites shoot up. Blippy har allerede 2.500 brugere og 10.000, der venter på at blive lukket ind i deres beta version. I got my invite yesterday and have 20 invites back to where someone might want to try it. My account is here: http://www.blippy.com/scherz/

Af og til hører jeg diskussioner om at bannerreklamer på nettet er grimme, at brugerne hader dem og at de ikke virker for kunden. Det er en usandhed med modifikationer.

Helsides annoncer i aviser, flersides annoncer på de første sider i magasiner, annonceblokke midt i søndagsfilmen på TV og store reklamer i toppen af avisernes websites er kommet for at blive. Det er simpelt og nemt at forklare kunderne og derfor finansieres aviser, magasiner, TV og websites af dette.

Æstetikken kan diskuteres. Det bliver “Cillit Bangs” reklamer på TV, såvel som CBB mobils bannere på Internettet. Men brugerne hader dem ikke. Ikke så meget, så de kan finde på aldrig at se TV2 igen eller holde op med at bruge Ekstrabladet.dk, fordi CBB har købt annoncepladsen.
Men det er rigtigt, at brugerne ikke bryder sig om reklamer, der besværliggører deres færd på nettet. This applies, for example. pop-ups, expandables og dynamisk html. Til gengæld har brugerne det fint med reklamer, der kommer hvor det forventes. Og de klikker også på reklamer, der er kontekstuelle eller på anden vis relevante for dem selv. Men brugerne hader ikke reklamer, for vi er alle godt klar over, at reklamerne financierer muligheden for at anvende websites “gratis”.

Hos reklamebureauet GoViral (og andre) er man af den opfattelse, at bannerreklamer ikke virker (Læst hos MediaWatch , kræver abonnement). Men spørgsmålet er om Jimmy Maymanns forslag om “ behavioral targeting ” og placering af video i indholdsdelen er en holdbar løsning?
Hvis vi udvisker skellet mellem annonce og redaktionelt indhold (for slet ikke at tale om brugergeneret), så besværliggører vi igen brugernes færd på nettet.

Internetmediet kan noget andet end radio, TV og aviser. Det vil være mærkeligt om dette ikke skulle smitte af på den måde der reklameres. Men hvis du tror, at Internettet er det eneste medie, hvor folk kan interagerer med reklamen, så tager du grueligt fejl. Her er nogle sjove, interaktive reklamer fra den fysiske verden:

Kit Kat bænk

Colgate og køleskab med sodavand

Og derfor kan det godt være, at det også kan gøres bedre på Internettet.

At a time when users take control over brands and information flow on the Internet, it is important that businesses get on the field and requires power back.
Through blogs, on sites with reviews and news, different forum or private websites spreading private consumers their opinions on products and their experiences in meeting with different companies.
A desire for advertisers to reach consumers directly. There can traditional media skipped by creating campaign sites, customer clubs (loyalty programs) or by being present on social networks (Facebook, Youtube or similar).

The advertiser's desire to be close to the user and the user's interest to influence the product can be assembled in the "User-generated advertising."
Tanken er ikke helt ny i danske sammenhænge. A magazine from earlier this year published by the Institute for Futures writes the following about user-generated advertising:

"Apart from that it becomes easier to engage the user segment of young men, so are user-generated advertising also more authentic and credible. They have a high proliferation potential, they give good insight into consumers and can be used in the battle for talented employees. "

There are several examples of companies that have tried this type of marketing. På verdensplan er det blandt andet: Chevrolet, Converse, Doritos, Dove, Heinz, NFL, Oreos, Mentos, Nesquick, Apollo Rejser, Cocio, TDC.

With traditional marketing glasses, it is not entirely safe for companies to engage in this type of marketing. Besides users produce clips, they also have an interest in exposure. This means that they also put videos up elsewhere for maximum visibility. It is in this sense is not possible to talk about to take power over his fire back. But the dialogue is in progress.

In Norway there is a site solely dedicated to this. Take a look in the archives at makeme.no / lotto / previous_mission or see Lotto in Norway's own advertising on the front. It's a way to spread his message!

Small list of other sites of past or current "user-generated advertising" competitions.
Doritos - promotions.yahoo.com / Doritos /
Heinz - topthistv.com /
Nesquick - youtube.com / nesquikcontest (Youtube has more)
Oreos - nabiscoworld.com / oreo / jingle /
Dove - dovecreamoil.com / (see the winning video)
NFL - nfl.com / superad (running since 2006)
Cocio - found in Kickapps.com .