Tag Archives: Technology

Seismic marketing

This post has been taken from an excerpt from our book: Digital Marketer, published by the BCS.

There has been a huge shift in approaches to the way that we market to our customers. The introduction of digital marketing has been seismic across the marketing industry.

In the past, traditional marketing skills covered such areas as creating a marketing plan. These plans incorporated messaging, defining customer value propositions and key goals that could be broken down into separate strategic initiatives and action plans. Digital marketing still needs a lot of the same thinking as traditional marketing. Advances in technology such as data mining, analytics, and digital tools make a lot of things easier to research and deliver. Digital marketing also builds more upon relationships. As interactions between you and your customer can be easier to track in the digital world, it becomes easier to understand what themes your customers are most likely to respond to.

Digital Marketing vs Traditional Marketing

The main differences between traditional and digital marketing approaches over the past few years tend to fall into these categories.

Dramatic increase in speed from the initial idea of a concept through to execution of the campaign. What used to take months  in the past now can take hours or days. Think of a glossy magazine or journal going to press on a regular basis. Formats such as settings, layout, ad inserts and interview take up the bulk of the design team’s time. Event meetings to discuss the front cover can take days. Now in the digital world, online formats can be tweaked and publications can be adjusted digitally to highlighting the latest marketing message.

Democratisation of taste. Once we slavishly followed the designers, style makers, and fashion critics telling us what they had decided were the next big trends coming out of New York, London or Paris. What theese pundits said, became the trends we followed. Now ordinary people garner huge followings as they document their styles on Instagram. We follow lifestyle Pinterest boards and consume fashion blogs written by people that match our own perceptions of good taste.

Enhanced analytics. Technology platforms are able to give deeper analysis automatically of what users are doing online and will give you a really accurate picture of your customer. You can track their journey through your online store, discover hotspots on the page, and use this to market far more effectively than was possible in an analogue world.

Relationship and community building. In the past it might have taken years for word-of-mouth and geographic barriers to be overcome for a business whilst it built up its reputation. Now the internet allows businesses to have paying customers at a far distance.  Therefore, brands needs to watch how the social conversations online are managed. Active management of brand or product perception now needs to be looked after 24 hours a day, seven days a week.

Rapid change in customers perception. What really matters to customers one day could become irrelevant noise tomorrow. You need to continually keep up to date with technology advances and changes in public sentiment to have on-going good quality online conversations and relationships with your online group.

Because our digital attention span does have its limits, you will be able to make use of digital marketing analytics tools to understand the effectiveness of a campaign, often in real time – and respond accordingly.

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Why social network Tsu had to close its doors Eileen Brown Amastra

Why social network Tsu had to close its doors

Once in a while, something comes along that disrupts the way we work.  Tsu, the social network that launched to help charities and pay its users, closed its doors in August 2016. And who were to blame? The very users that flocked to Tsu in their thousands contributed to its demise.

Tsu launched in October 2014 with little fanfare. Seeded to the tune of $7 million, it promised to share its ad revenue with its content creators.

It kept 10 percent of its revenue and distributed the other 90 percent. That went to the content creators and people that shared its posts on and off the network. It used the ‘rule of thirds’ to distribute its revenue across its content creator network.

Tsu quickly grew, signing one million users in just five weeks after its launch (Facebook took 10 months to reach one million users).

New users had to sign up using another user’s short code. This added the new user to the existing user’s ‘family’, showing who was influential across the platform.

Registered charities on Tsu could benefit from generous benefactors. Users could use peer payments to transfer their earnings to a registered charity – validated by the platform.

It opened up its platform so that posts could be seen by people who did not have an account on the platform. The aim was to increase royalty payments for creators of viral content.

The platform also introduced groups for community engagement. it wanted to compete with the 850 million users in Facebook who used groups and communities.

Soon stories started to circulate about people ‘cashing out’ their first cheque. Tsu paid users once their earnings passed $100. Within two months the platform had reached two million users. But with these numbers, cracks started to appear.

Money…the motivator

Some users, desperate to earn more revenue, tried to ‘game’ the system. A few users banded together to share all posts of their buddies, and like every new post. The team at Tsu, headed by Sebastian Sobczak, could see this happening. After all, they had all the data, IP addresses, and use patterns to monitor the users who were trying to cheat the system. Offenders were banned from the platform, or given a warning.

Engaging in “prohibited activity” would result in the user not getting paid. This could be by generating spam,  or generating invalid impressions, clicks on ads manually or by using an automated program.

Soliciting for clicks or impressions generated by payment of money, false representation, or requesting users to click on ads were banned. Ads served to end users whose browsers had JavaScript disabled also would result in non-payment.

In September 2015 Facebook blocked Tsu from posting items to its platform stating that the platform was posting spammy content. Two months later, citing that ‘issues with concurrent sharing’ had been resolved, Facebook restored 10 million posts from Tsu and permitted direct posts again.

In March 2016 Tsu upgraded its platform, focusing on communities, channels and topics. its aim was to increase payments to its users. Some users complained that it was harder to engage with their friends and smaller networks as the platform focused on the larger topic areas.

Tsu goes dark

In August 2016, a notice appeared on the Tsu web site:

“You are probably wondering about the new layout but in fact we have taken tsu dark.

Although we have still have numerous active communities on the site, our mission of changing the social landscape for the benefit of the content creator has passed. I started this concept eight years ago and when we launched in late 2014 we brought the conversation of content ownership and monetization to the content rights holders into the mainstream. All told there were approximately 5.2 million of us who have used our platform. Through you, tsu’s emergence into the mainstream spurred discussions on virtually every major media outlet touching on the tsu concept, royalties of music streaming services and to the business models of established platforms. I wish we could have done more for the content creators and the wonderful charities that lent their names to our platform. In all, we built water wells, gifted wishes and gave back en masse.

Although I would have hoped we could have done more, I am proud of our team and the wonderful, diverse community of friends we have cultivated along the way. I am proud to have been a part of something that millions of people helped create from North America to the Asian subcontinent.”

The investors had puled the plug on more cash injections and the platform had to close. Users with over $100 in their accounts were paid in full. Many with less than this amount did not receive any cash.

Tsu’s decline and fall

According to the current message on the Tsu.co website the platform was successful. Over 2 million mobile downloads across 1,085 cities. 5.2 million Tsu accounts, 533 million page views, over 681,000 IOS downloads and 1.3 million Android downloads.

But some of the users never really ‘got’ the platform. Images were taken without respect for copyright, directly from Google images and other image sites. Some users routinely ‘liked’ every post, pasting the same comments across each post, hoping for a cash pay-out.

Some users ran heavy recruitment initiatives, spamming their friends in an attempt to bring them to the platform and make cash for themselves as ‘parents’ of the new members. But when the new contributors discovered that cash did not immediately appear in their accounts, went elsewhere

The sheer number of members hoping to make money, then turning away when this did not happen, coupled with lack of ad revenue, contributed to its decline.

A way forward?

I am sad about Tsu’s closure. When I joined, I wanted to see how the platform worked. My first $100 was donated to the Charity Water charity, and I used other revenue to buy goods from small businesses across Tsu. I liked the peer to peer payments and the ability to give cash to good causes and never considered the money as ‘my money’.

Perhaps that is the answer. A platform that operates in the same way as Facebook, generating community and social connection, but with a difference. Any cash generated could go to benefit registered good causes.

Committed users might be less inclined to try to beat the system, and earn cash for themselves. Instead, the platform could work together for the common good.

Too good to be true?  With the raft of other platforms promising to pay users for their contributions, Tsu was certainly onto something. It is a shame that human nature meant that some users wanted it all for themselves.

The evolution of productivity. From Cooltown to cool world..

I remember when I worked at HP, I was blown away by the innovations in technology hardware and software that was coming out of the futures lab.  Biometric readers for log on, cars that knew where the next petrol station was, devices that recognised who you were and digital displays in cars.  I was looking at an unlikely technological brave new world that amazed me.  At the turn of the century, satellite navigation systems weren’t common and had a large margin of error, phones didn’t have nice user interfaces, and cars weren’t very intelligent.  The Cooltown video, developed by HP in 2001 showed an incredible world, with connected systems, location aware devices and email that responded to voice commands.

 

The video is now a trip down memory lane.  Did you recognise the early versions of things you use every day like the smartphone, email that talks to you, web conferencing, VOIP calling  and GPRS tracking?  Technology like this is now part of our daily lives.  Software such as Windows has evolved significantly too since the early days of the GUI and Microsoft have been giving tasters of how the future of productivity is going to look like 10 years on from here…

I’m sure in 10 years time, we’ll be looking back at this video and wondering what all the fuss was about, but hopefully videos such as these will inspire us to create the need for the next technology generation.  it may only be a dream now, but… who knows?

Eileen is a social business strategist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Cambridge: The UK’s geekiest city

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So Cambridge, with a geek score of 24.0 tops the list of the UK’s geekiest cities?  This isn’t too surprising considering the excellent facilities at Cambridge University and research labs for Microsoft, AT&T and Qualcomm.  Gloucester is close to GCHQ to influence numbers and London, with workers commuting from all over the south, should of course be in the top 5.

But what about the bottom towns?  Belfast has a geek score of –8.0 and poor old Bradford comes bottom with a Geek score of –12.1  Is being geeky related to per capita income?  If so, there are other towns in the UK such as Hull and Blackpool that would fare worse than Bradford in the geek stakes.

So why does Cambridge love Tech so much?  If it’s not the University or the research labs in the area, then what is it?  I’d love to know…

Infographic (and extra information about the geekiest cities) from Ebuyer.. 

Eileen is a social business strategist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

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Spatial awareness comes to gestures: Minority report is here

I love technology concepts that stretch the boundaries – and I think that this is really good…  Techcrunch ran an article several months ago about Oblong – and I almost missed the bottom 2 videos.  Have a look at this demo:

http://vimeo.com/2229299  

It’s a stunning demo of g-speak from oblong.com and its very very cool.  Very minority report…

But this type of technology is on it’s way – just like touch technology is now part of our daily lives.  Exciting stuff…

Eileen is a social business strategist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Talking cars? a rant from 1982

I love this rant from 1982 where Bill Murray complains about technology and unearthed by Gizmodo.  I think it’s contrived, or a clip rehearsed for a show as he basically does a couple of takes saying essentially the same thing throughout the video, but its amusing to watch…

 

Very appropriate considering the amount of ranting I’ve done for the last couple of days when my broadband went down.  Hi”s line “I don’t think I’d like to be driving around in a car that was built by robots” and “What about a car with a talking dashboard.  That would drive me crazy”

We’ve come a long way.  Talking cars?  I wish my sat nav would shut up!!

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