•
One of our favorite new trends here at ReadWriteWeb is the quickly growing field of mobile technology and how we can take more of the Web along with us when we leave our computers. Because of the expanding popularity of smartphones and mobile data use, startups these days need to develop plans for marketing their brand on mobile devices at very early stages of their development. Cindy Krum, CEO of Rank-Mobile , a consulting firm focused on mobile marketing and SEO, is the author of this week's featured read, Mobile Marketing: Finding Your Customers No Matter Where They Are . Sponsor With chapters on mobile advertising, mobile web development and search engine optimization, Krum's informative book is a great resource for first time entrepreneurs looking to take advantage of the mobile platform. There is also an entire chapter to the iPhone, a testament to the device's influence on the mobile Web space. "The iPhone has brought mobile Web access and mobile search to the masses," writes Krum. "The iPhone represents only 8% of the mobile handsets but roughly 75% of the mobile search, and iPhones now account for one out of every 333 Web hits worldwide. The desire for Web access and Web search was always there - it was just being slowed by the bad user experience that other mobile phones provided." "The desire for Web access and Web search was always there - it was just being slowed by the bad user experience that other mobile phones provided." - Cindy Krum Krum also includes case studies from prominent businesses which have used mobile platforms to market their products. These include Nike , Nationwide Insurance , Land Rover , Visa , Corona Beer and CNN . I was disappointed to not find any mention of the efforts being made by numerous companies to use augmented reality for mobile marketing, but the book does include the use of quick response (QR) codes . Various types of bar codes and QR codes are described, as well as case studies of companies that put the technology to practical use. The book itself even joins in the QR fun by including a ScanLife EZ Code on the back cover. ScanLife is a mobile application and short code provider that allows companies to market specifically to camera phones. Users take a picture of the code using a ScanLife app and can be redirected to various forms of mobile content. The strange thing about the book's implementation of the ScanLife code is that it failed to include any mobile-specific content. After scanning the code with the ScanLife app on my iPhone, Safari launched and took me to the book's homepage. Yes, Safari on the iPhone is a fully capable web browser, but it would have made more sense to create a website optimized for the iPhone's smaller screen. A similar code I found while on a recent trip to Las Vegas took me to a special mobile promotion page with a video and special hotel rates. The lesson to be learned here, and from other forms of mobile marketing, is that the content used should be native to the devices it is being viewed on. Simply adding a link to your normal webpage on a mobile device is not making the best use of the technology. The marketing the hotel used in the above example was a much better implementation because it provided me with exclusive content that was also optimized for viewing on a smaller screen. It isn't enough to market to mobile phones; companies must be sure to make the content unique and native. Much more can be learned from the book and from the advice provided straight from the CEO of a company in the trenches of mobile marketing. Research shows that smartphones could become used more than personal computers in just a few short years, so getting ahead on mobile marketing strategies is an important step for any early-stage company. If you want to learn more about mobile trends, be sure to register for our ReadWriteWeb Mobile Summit on May 7th in Mountain View, California. Photo by Flickr user William Hook . Disclosure: A review copy of this book was provided to ReadWriteWeb by Pearson Education and Que Publishing . Discuss
Read more from the original source:
Weekend Reading: Mobile Marketing, by Cindy Krum
Tags:
book,
Business,
cnn,
code,
content,
iphone,
mobile,
mountain,
seo,
technology,
web-browser
•
It's been a given for some time that businesses, including startups, should have a presence on and connection with Facebook . With over 400 million active users, chances are your potential investors and customers are already there. Fan pages have been a simple way to generate interest and engage customers, and Facebook Connect has quickly become a standard in signing up and signing in users. In his keynote at f8 yesterday Facebook CEO Mark Zuckerberg actually mentioned startups in his opening remarks, stating that they "are requiring that their users use Facebook Connect. We want to make it simple to create these personalized experiences." Sponsor Whether or not Facebook is a "requirement" for startups, there are some things new businesses should think about based on yesterday's announcements. "Facebook Connect On Steroids" Facebook announced a major overhaul to its API and introduced three new components yesterday: social plugins , the Open Graph protocol , and the Graph API . By using the tags specified in this protocol, any website can now become part of the Facebook ecosystem. If a Facebook user visits your site and Likes your page, you have the ability then to publish information into that user's stream. In addition, implementation of the code on your site will give you access to administrative tools and analytics just like any Facebook fan page owner. As we wrote yesterday , this will take analytics to the next level, providing an incredible amount of demographic data about users who like and link their profiles to your site. However, this information will reside with Facebook, not on your own website, making them a de facto owner of your visitors' social data. Applications & Virtual Currency: Where the Money Is? While many businesses will likely integrate their websites into the expanding Facebook ecosystem, there is likely still room for growth within the platform itself, namely with application development. There are over 550,000 applications on the site, a number that continues to grow - and to encourage return visitors. To coincide with the growth of the application market, particularly in the area of social gaming, Facebook also announced the expansion of its official virtual currency, Credits . Last year Paypal processed over $500 million in virtual goods last year, with social gaming company Zynga becoming Paypal's second largest merchant (following eBay). Clearly Facebook seeks to stake a claim in the virtual currency market. Facebook Credits are currently in beta with over 100 applications, and will roll out to the entire network soon, Zuckerberg said yesterday. Credits will allow users to purchase one currency for all transactions on Facebook, rather than have to enter their credit card information with each purchase. By facilitating online payments, Facebook hopes to increase the percentage of users willing to purchase virtual goods to between 8% and 20% David vs. Goliath? Despite repetition at f8 yesterday that these changes were meant designed "for developers," it remains to be seen how the announcements will play out for developers and for users alike, the latter of whom are notorious for protesting changes to the site. In particular, continued concerns about privacy might not be well received, particulary given Facebook's past history with opening user data. Privacy concerns might not be the only thing that gives some businesses pause about Facebook's direction. Facebook also announced yesterday " instant personalization " yesterday, giving three "preferred partners" - Yelp , Pandora , and CNN - instant and additional access to Facebook profile information when users visit their sites. For startups in these areas, namely restaurant recommendation, music sharing, and news delivery, the "preferred partner" program might make industry in-roads more difficult and could adversely impact user adoption. As the "preferred partner" program expands beyond the three selected for launch, it remains to be seen the effect of being sanctioned - or not - by Facebook. The buzz yesterday was that Facebook had just " seized control of the Internet ." Comments on how you think the f8 announcements might play out for startups welcome! Discuss
Read the rest here:
David vs. Goliath? An F8 Overview for Startups
Tags:
analysis,
announcements,
api,
application,
Business,
cnn,
code,
credit-card,
facebook,
internet,
money,
paypal,
seen-the-effect,
virtual
•
A group of researchers have proven something we already expected to be the case: your Twitter follower count is somewhat of a meaningless metric when it comes to determining influence. To reach this conclusion, the researchers examined the Twitter accounts of over 54 million active users, out of some 80 million accounts crawled by their servers. They then went on to measure various statistics about these accounts, including audience size, retweet influence and mention influence. The conclusion? Those with the largest number of followers may be "popular" Twitterers, but that's not necessarily related to their influence. High follower counts don't always mean someone is being retweeted or mentioned in any meaningful ways. Sponsor The findings from this research project have been published in an research paper available here on the project's homepage . How the Data Was Analyzed The data the researchers had access to is astounding: 54,981,152 user accounts, 1,963,263,821 social (follow) links and 1,755,925,520 tweets . In order to collect this massive store of data, the researchers contacted Twitter and asked permission to crawl Twitter's service. Twitter granted them access and white-listed the IP address range for the 58 servers that were used in the data collection. In total, the crawler was able to scan 80 million Twitter accounts during the month of August 2009. Only 54+ million of those accounts were actually in-use at the time, which, in and of itself, is an interesting finding about how many people create a Twitter account and then abandon it. Only 8% of the active accounts were set to private, so they were ignored during the data analysis. The researchers also used the Twitter API to gather additional information about a user's social links and tweets. The study focused on the largest part of the Twitter network - the "single disproportionately large connected component," notes the paper, that contained 94.8% of users and 99% of all links and tweets. Within that large network of "in-use" accounts, the researchers further narrowed down the data to focus on the "active users." These users where those who had more than 10 tweets and had a valid screen name that could be retweeted by others. (Interesting - it's possible to have an account and not a screen name?) That left "only" 6,189,636 active users out of the initial 80 million to examine. To measure the influence of these 6+ million users, the researchers looked at how the entire set of the 52 million users interacted with these active users. The Three Measures of Influence After examining the data, the researchers found that the most followed individuals spanned a wide variety of public figures and news sources and included accounts like CNN, New York Times, Barack Obama, Shaquille O'Neal, Ashton Kutcher, Britney Spears and others. However, the most retweeted users tended to be content aggregation services like TwitterTips, TweetMeme, and, interestingly enough, they counted the tech blog Mashable as an aggregation service, too. Other heavily retweeted users included Guy Kawasaki, the humor site The Onion and again, The New York Times. Meanwhile, those users with the most "mentions" - not a direct retweet including the original content of someone else's tweet, but just a casual mention of their name - were celebs. These three measures of influence - followers, retweets and mentions - has surprisingly little overlap when looking at the top influentials. The top 20 lists from these three categories only had two users in common: Ashton Kutcher and Puff Daddy. The researchers also examined the ability of Twitter users to influence others. They determined that the most influential users hold significant influence over a variety of topics, as opposed to being experts in just one area. Examining the 233 "All-Time Influentials" Out of the 6 million active Twitter users, the researchers picked the top 100 users in each of the three categories. Due to the overlap, there were only 233 distinct users on these lists. These were dubbed the "all-time influentials." Some of these accounts belonged to news organizations or celebs, but others were just regular users. Regarding that last group - it appears that those users who limit their tweets to a single topic are the most likely to increase their influence scores. In the end, what the researchers found was that follower count alone is not necessarily a worthy measure of determining influence. Other factors come into play as well. Although some heavily-followed accounts are also mentioned and retweeted a lot, just looking at audience size doesn't reveal an account's ability to influence and impact the Twitter universe. According to the project's homepage, the researchers are hoping to make the data they collected available to the community at large. Before doing so, they will discuss it with Twitter in order to determine that their data sharing plan agrees with the company's policy. They plan to have an update on this situation - possibly the data itself - by May 2010. Discuss
Original post:
The Million Follower Fallacy: Audience Size Doesn't Prove Influence on Twitter
Tags:
api,
Ashton Kutcher,
barack obama,
cnn,
data,
humor,
largest,
project,
research,
researchers,
tech,
time
•
Would you broadcast information about your credit card transactions publicly on the Internet? That might sound frighteningly irresponsible, but serial entrepreneur Phil Kaplan says his new social network Blippy does that and represents the way of the future. I thought he was crazy - until I sat down and talked with him today at SXSW. In just a few minutes Kaplan melted my skepticism and got me excited about what Blippy is doing. You may have read about Blippy on sites like TechCrunch , Venturebeat and CNN . Kaplan shared a few things with us today that haven't been published anywhere else though, and the story of Blippy is generally interesting. Here are seven things you probably don't know about Blippy, a very far-out social network. Sponsor 1. Users can manually review each item before it's published or set up certain substreams that do different things - like automatically publish my iTunes transactions but ask me before publishing my Amazon purchases. Kaplan has two credit cards, one with a Blippy sticker on it to remind him that purchases made with that card are posted immediately to the web. 2. It's not about the money. Kaplan says he wants Blippy to be a way for offline activity to publish online conversation. The things you buy are often convenient signals for activities that are important to you. The conversations that go on around the items are quite interesting... at least on Kaplan's profile. He can buy a movie on iTunes and find a conversation about it swarming around his automatic Blippy post before the opening previews are over. Other users often don't see any comments on their activity at all. Jason Calacanis sees some good conversation. 3. Blippy now sees $2 million worth of user transactions streaming through the site per week, Kaplan says, and has seen close to $15 million in transactions total since it launched publicly January 15. 4. Kaplan doesn't think sharing credit card data is that big a deal. He cites LinkedIn founder Reid Hoffman's argument that people will share anything if there's enough of a benefit to sharing it. Friendster was the first site where people used their real names on the Internet, and people weren't comfortable with that at first, either. "The more insane someone thinks something is, the more value they put on the data. People say 'I can't believe you're doing this, it's so insane I'm going to jump out the window!' Then I ask them, 'Do you want the data?' And they say 'Yes!'" 5. Data portability: Kaplan is working on a Blippy App Programming Interface and "it's going to have everything." Data caching policy is something "we have to think about still." Imagine a website that recommends recipes based on the food it knows you have in your refridgerator. That's one example of the kind of service that could be built on top of Blippy. 6. Aggregate data analysis isn't something Kaplan is personally interested in , he says. It's hard to believe but he says he'll leave that kind of thing up to third parties using the Blippy API if they want to. The company will focus all its energy on making Blippy a good experiene for users. Really, that's what he said. 7. Location data is something Blippy sees but doesn't expose right now. Kaplan says it's coming, though. He thinks the current location-based social networks need to deliver more value to users, and says that's something Blippy can do. People these days produce all kinds of data streams, Kaplan says - from Facebook to Twitter to Smart Grid utility use and electronic medical data. Some of those streams you wouldn't want to be public about at all, but some of them you can benefit from partially exposing. He thinks that at least some of your credit card transactions are better shared than kept private. Time will tell whether or not other people agree with him. Discuss
Visit link:
The Meaning & Future of Blippy, the Credit Card Data Social Network
Tags:
api,
Blippy,
cnn,
credit,
facebook,
internet,
kaplan,
people,
Programming,
skepticism,
tech
•
In the continuing effort to stop the bleeding, newspapers continue to try new ways to recover some losses and stop giving away all of their content for free. As online advertising has not proven sufficient to fully cover costs, some publishers, such as the Wall Street Journal , have turned to pay walls . A new trend, however, seems to have taken hold - charging for a mobile app. The Washington Post has joined The Guardian in charging for its iPhone app, according to an article this morning in Paid Content. Sponsor The Washington Post iPhone app will cost $1.99 for 12 months of mobile access to the paper's content, which will include offline reading. The Guardian recently announced that it had sold 101,457 downloads of its iPhone app, which, at $3.99 a pop, means over $400,000 for the British paper. The interesting distinction to note here is that the Washington Post's app is more like a newspaper subscription of old. You aren't paying a one-time fee for the app, you're paying for a year's use, meaning if you like the content and want continued access, it's going to see another $1.99 from you in a year. When you compare these sorts of numbers to the 35 subscribers to Newsday, the future might look brighter for newspapers. We're thinking that mobile users are used to paying small fees for quality applications and, while they could use their mobile browser to visit the free website, they'll likely pay the two bucks to see content tailored to the mobile platform instead. CNN, as Paid Content points out, takes a similar approach, charging for its iPhone application , but its charge is a one-time fee. Offering an app as a timed subscription is a bit of a twist, but mobile may be just the environment to try out this sort of payment model. The Washington Post iPhone app will be available for purchase today, but was not up by the time of this article. Discuss
Follow this link:
Washington Post Offers Subscription Model App for iPhone
Tags:
british,
cnn,
content,
continuing,
include-offline,
news,
Online Advertising,
some-publishers,
street,
street-journal,
time,
visit-the-free