February 14, 2008

Building Online Community Builds Your Brand

As an example of Brand Interactivism at its best, Daily Candy CEO Peter Sheinbaum told an audience at the Direct Marketing Assocation (DMA) Email Evolution conference that building community is the path to brand loyalty. Online Media Daily reports:

Companies that want to build brand loyalty should focus not only on communicating with their customers, but helping their customers communicate with each other, a wildly successful email newsletter targeting young women with fashion and lifestyle content.   

In fact, Sheinbaum, speaking at the Direct Marketing Association's Email Evolution conference, said he thinks of Daily Candy as a community, although it might look like a broadcast medium....

Predicting that online populations will increasingly group themselves into "communities of interest," Sheinbaum advised the audience of marketers and publishers to mine their databases of subscribers and customers to discover commonalities, whatever they may be. Once these segments and subsegments are identified, he went on, the company should equip members of these groups to communicate with each other and form communities--all, of course, under the aegis of the company or brand.

Sheinbaum's advice seems to jibe with two studies from the United States and Britain which found that, respectively, 64% and 70% of online shoppers in those countries want consumer ratings and reviews on commercial Web sites. Respondents said these reviews would help inform both online and offline purchase decisions. The UK study was conducted by Jupiter Research and Bazaarvoice; the U.S. study by Forrester.

Note: You must have an account on MediaPost.com in order to read the full article.


 

Online Magazines... We're Not Quite Dead Yet!

Media Daily News reports that magazine web sites, against conventional wisdom, are truly thriving online. While article after article has been coming out suggesting that the magazine industry is dying, it appears not to be true - at least not today...

These figures mean that magazine Web sites reached almost 42% of the total U.S. online population of about 160 million in the fourth quarter, an increase of 7.1% over last year's reach.

These users generated 434.4 million visits in the fourth quarter--up 12.3%, while time spent increased 5.5% to an average 1.78 billion minutes per month, implying an average visit duration of just over four minutes.


February 08, 2008

Ad Agencies Are Not Interactive Agencies

We've been saying this for a long time, but traditional agencies are not really structured correctly for the online world. It's not that they CAN'T deliver strong digital solutions per se. It's just a lot more difficult for them. I'll follow up later with why I think that's true, and what I see as the opportunities for smaller, more nimble and creative interactive shops.

Silicon Alley Insider today posted an article entitled 'Ad Agencies Facing "A World Of Hurt"'.

The old way: marketers hire agencies to create mass-media campaigns. The new way: marketers want many messages targeted at individuals and communities. And they're getting antsy about traditional shops' inability to deliver. Forrester analyst Peter Kim quotes one marketing exec who calls the agencies "a necessary evil" to the process, rather than a partner. Which leaves the door wide open for new startups who can deliver...

January 24, 2008

Best Time to Send Email

I love seeing studies like this one from MarketingSherpa which gives quantifiable and significant evidence that the best time to send an email blast is right around 9am.

"An eretailer wondered how much of a difference they could make by testing the time of day to send their blasts. Turns out a lot -- clickthroughs increased 15.63% and revenue jumped, too."

According to the study, clickthrough rates for emails sent at 9am performed more than 15% better than those sent at 4pm. Of course you need to also consider the timezones of the people in your list, but it's still interesting to note the habits of people at work and when they are most receptive to receiving emails.

Movers, Shakers, Open Source, and Sun/MySQL

CMSWire is being overly generous in attributing to me labels such as "all-around Plone superstar" and "mover and shaker" but it is quite nice to see my thoughts published alongside a number of people I do consider technology superstars.

The article describes initial impressions of some technology leaders about Sun Microsystem's major acquisition of MySQL AB (the company behind the open source MySQL database which is the most popular database used on the web today).

December 22, 2007

Ebbs and Flows

I have been pretty bad about blogging the last month or so. My wife and I had a baby on December 4 and I just haven't had the time or energy to blog since then.

However, I have been collecting a ton of articles in my RSS reader (I use Google Reader, which is really convenient and useful) and to get back into the flow I'm going to start linking to some of the more interesting and relevant ones. Hopefully by the time we get into 2008, I'm back in the swing of things.

November 12, 2007

How to Digitize Your Old VHS Tapes for YouTube, Facebook, and Other Video Sites

Back in college I was in an a cappella band and my parents used to come to one or two concerts each year. My father loved to justify the money he spent on his camcorder by taping every performance I was ever in (I did quite a bit of performing growing up - shows, musicals, piano competitions, choruses, etc.)  Needless to say, over the years, he has built up quite a collection of VHS tapes.

Now, many years later, those tapes are starting to seriously degrade. In fact, VHS tapes degrade every single time they are watched. Another 5 - 10 years and they will be unwatchable and these precious memories will be gone.  I decided to do what any computer savvy person should do - get these videos onto my computer in a digital format. And then, with video sharing sites such as YouTube, Facebook, and many, many others, I will be able to share these videos with others who might be interested (my family, other people in the performances, etc.) Just a few years ago an endeavor like this would be prohibitively expensive. Today, the cost of doing this is mostly just in my time.

I mentioned on Facebook a few days ago that I was going to spend part of my weekend digitizing these tapes and several people emailed me asking me how I was doing it. So, rather than respond to everyone individually, I thought others could learn from my experience as well and I'd post on my blog.

Step 1: Get the needed equipment

The first thing to know is that most standard VCRs are only equipped for analog output. Ultimately you need to get the video signal input to your computer, which will only accept a digital input. So we have a mismatch. In order to convert an analog signal to digital, you need an analog/digital converter. Luckily, many modern camcorders have these built-in.

I have a Canon ZR40 camcorder my wife bought for me nearly 5 years ago. You can probably get something comparable for just a few hundred bucks. Of course, if ALL you want to do is analog/digital conversion, you can do that cheaper than this, but of course owning a video camera has other benefits.

Step 2: Set up the connections

Connect the VHS output to the camcorder with regular RCA cables. You will need one of those 3-way cables that have video and left and right audio cables. In the case of my camcorder it came with a cable that on one side has the 3 plugs for the VHS, and on the other side has a tiny phono jack that plugs into the camera's "AV" port. See your camcorder's manual for your specific details.

Next, connect your camcorder to your computer. In my case, I used a standard firewire cable to connect the camcorder to my iMac.

The camcorder itself should be plugged into the wall (rather than running on batteries)

Step 3: Make sure your camcorder settings are correct

There is a specific setting on my camcorder that tells the signal to go directly from an outside source through the analog/digital converter and then to an outside destination (in this case, the computer.) Again, check your camcorder manual to see if you need to do this. In my case, I also had to make sure there was no actual DV tape in the camcorder.

The camcorder should be in "playback" mode (not in "record" mode).

Step 4: Start up the movie software and VHS tape and record

Once I was this far, all I had to do was start up the iMovie software (free with all Macs, though any standard video editing software should work fine for this), select "Import from Camera" from the file menu, and then start the VHS tape (just click 'play'), and the digitizing begins. From this point on, the specifics really depend on your video editing software. In my case, all of the frames of the video were brought into iMovie where I could edit them to my heart's content.

iMovie also has a great feature that allows me to easily upload videos to YouTube, which I used to upload my a cappella videos.

Basically, I had everything up and running in about 10 minutes. The time-consuming part was the actual import (the VHS tape has to actual play through in full - the recording is in "real time").

November 07, 2007

Plone: Application or Framework? Should We Care?

For a bunch of years now I have heard a debate within the Plone community, most notably from Paul Everitt, about whether Plone is an application or a framework. While I can't honestly say I've given the issue a ton of my time, nor am I sure I fully understand why this is a particularly important distinction, I did have one thought on the matter I wanted to share.

To me, Plone is an application.

Plone is also a framework.

Yes, that's right - it's both!

I wonder if this question is akin to asking if light is a particle or a wave. So, which is it? Well, it depends on what kind of experiment you run. This Wikipedia article explains this issue better than I could, but in the end it's all about context. Or maybe it's about the inadequacy of trying to use simplistic mental models for complex things. In either case, Plone is a framework when you need to use a framework, and it's an application when you need to use a CMS application.

I suspect this is really more of a marketing issue in Paul's view (Paul - am I right about this?) which I suppose does make it less academic. Marketing 101 tells us that you want to pick something where you (or your product or your service) are the best in the marketplace, point to that, and sell, sell, sell. You shouldn't try to be everything to everybody.

As far as this particular issue goes, it is clearly in some people's best interests to position Plone as a framework, and in other people's best interests to position Plone as an application.

So, let the public debate begin!

  1. Why is this important?
  2. Why should Plone be positioned as an application? What does that even mean?
  3. Why should Plone be positioned as a framework? What does that even mean?
  4. Is there any reason not to speak of Plone as one or the other?
  5. Is this discussion worth having?

Founding Meeting of the Plone NYC Users Group

Thank you to Robert Burgoyne for organizing a brand new New York City Plone Users Group. There have been one or two similar efforts in previous years that didn't really go very far, but I think that with Plone's current momentum in the open source CMS world, we may have reached a tipping point for success.

Anybody interested can sign up at http://plone.meetup.com/4/. The first meeting will be tomorrow evening, Thursday, November 8th at 7pm and will take place at:

Office of Silver Leaf Partners, LLC
420 Lexington Ave, Suite 2225
New York, NY 10170
212-542-3144 x3

I hope to see you there!

October 12, 2007

Ongoing Coverage of the Plone Conference

I'm going to leaving for the airport shortly, but wanted to post links to a few more of the reports I wrote for CMSWire about the Plone Conference:

Sally Kleinfeldt from the Nature Conservancy gave a talk about the ways their organization approached Plone development for their custom application development.

Our time is valuable. Why waste it by trying hammer a square peg in a round hole? Pick the right tools for the right job and let Plone do the things it is good at.

Veda Williams, a project manager at One/Northwest who manages many a Plone implementation, gave us all here at the conference some advice on best practices for managing smaller Plone Web content management projects.

I found a lot of her presentation extremely familiar, as it meshed very well with my own experiences, and frankly, it all applies to any tech project, not just Plone.

October 11, 2007

Help to Raise Awareness of Plone With Digg

The Plone Conference presents an especially good opportunity to raise awareness of the product, platform, and community, that is Plone. I'm trying to do my part by blogging about the conference both here and at CMSWire.

If you would like to help with this effort, one way you can help would be to "Digg" the CMSWire coverage. By clicking on the little "thumbs up" icon you will move this page up in the Digg lists. I know from first-hand experience that Digg can generate tremendous traffic. In fact, roughly 40% of Discover Magazine's total traffic comes from social networking sites like Digg and Reddit.

Christian Scholz makes a great point though:

But please everybody: Be careful with commenting a la "Plone is great/fantastic/best thing since sliced bread" all the time. This is mostly seen as spam. You might add comments with more content maybe. Or you might answer other people's comments or questions. As said with commenting in the earlier mail, just try to engage in some conversation.

The State of Plone

My last couple of posts just went live on CMSWire about a couple of talks given regarding the overall state of Plone.

The first entry describes Paul Everitt's discussion of what's been going on with the Plone Foundation over the last year. Highlights include:

  • The Foundation completely (more or less) owns the worldwide trademarks for "Plone"
  • Plone.net has launched - a site with the mission of presenting marketing/business information about Plone to decision makers. This is important so business folks don't have to wade through all sorts of boring technical stuff on plone.org
  • Some new marketing, community and protection efforts will soon start and will be paid for by Foundation sponsorships. One benefit of sponsorship will be prominent display on plone.net.

The second entry covers the Plone Conference Keynote delivered by Plone founders Alex Limi and Alan Runyan. A special thank you to the two of them for specifically calling out our work with Discover Magazine, and especially thank you to Alan for calling it "an unbelievably gorgeous site."

October 10, 2007

Plone Conference Post 3

Some more Plone Conference links:

More Live Blogging the Plone Conference

Links to a couple more Plone Conference posts on CMSWire:

I also really liked the article CMSWire posted about the legitimate threat that open source content management systems are posing for commercial systems.

Live Blogging the Plone Conference in Naples, Italy

Over the next three days I will be live-blogging the Plone Conference for CMSWire (www.cmswire.com).

So far I have posted:

October 04, 2007

CMSWire on Discover and Plone

A case study I wrote on Discover Magazine's use of Plone has been published at CMSWire.

DISCOVER Magazine, one of the most widely read science mags in the US, had out grown its dated Web Content Management infrastructure for www.discovermagazine.com. Times were changing, multi-media was big and in general Web and CMS technology had moved forward significantly.

After analyzing current needs and taking stock of the Web CMS landscape DISCOVER ultimately selected the open source Plone platform. This is a two-part series where we look at the CMS features which convinced DISCOVER to chose Plone.

Plone (plone.org) was chosen because of the system’s ease-of-use, robust feature set, strong open source community, reduced vendor lock-in, outstanding customizability, standards compliance, reputation, economics, and high performance.

Silicon Valley Vs. Silicon Alley

Caroline McCarthy over at News.com has posted a "cheat sheet" comparing the Valley to the Alley.

She does make it seem like there aren't many "tech titans" here in NY, which isn't really fair (Google anyone?)

Especially painful for me was her choice for Silicon Alley's latest uber-disappointment - the New York Mets. Ouch!

Heroes, Discover, and Useless Vestigial Parts

It is amazing how seemingly random events can spike web traffic.

Looking at a website analytics report yesterday for Discover Magazine, I noticed that they had a huge traffic increase on Tuesday (more than double the usual.) Digging deeper, I discovered that more than 40% of that day's traffic was pointing to a single article from the June, 2004 issue: Useless Body Parts. Wondering where all that traffic was coming from, I saw that mostly it came from organic search on Yahoo and secondarily from Google.

The analytics tool enabled me to see the exact keyword phrases that people were using to find this old and archived article from Discover's distant past. It turns out that nearly all of that extra traffic was using the exact same keyword phrase - "useless vestigial parts".

Why in the world would thousand and thousands of extra visitors come to Discover Magazine's website in a single day, having searched in Yahoo and Google for "useless vestigial parts"? And then it occurred to me...

Minor spoiler alert - if you have not watched this past Monday's episode of NBC's Heroes, I'm going to reveal an extremely minor detail that should not affect your enjoyment of the show. That said, if you don't want to know anything about it whatsoever, skip ahead.

On the most recent episode, Claire (the cheerleader) is intrigued by her biology teacher's lecture about certain types of lizards that can regenerate lost body parts. They get into a discussion about evolution and whether or not human beings could evolve to do this. The teacher points out that there are many parts of the human body that are now "useless" and "vestigial".

End of spoiler - see, that wasn't so bad was it?

Given the timing, almost certainly, all this extra traffic came from interested Heroes viewers!

Still, it was strange that nearly every one of these visitors used the exact same search keyword phrase. It's impossible that just happened on its own.

Given that a majority of the extra traffic came from Yahoo and not from Google, I suspect that Yahoo posted an article on its portal homepage about Heroes with a link to its search results page for "useless vestigial parts". Discover's article shows up as the third result on that page.

On Google, Discover's article doesn't show up until the third results page. Thus, less traffic from Google.

The next step on this is to figure out how to run targeted SEO/SEM campaigns on Google Adwords or other pay-per-click search ad platforms to help capture even more of these traffic spikes. The tough part is that they are unpredictable. I believe though that if you watch your traffic closely enough, in real time, you might be able to figure out something like this with enough time to do something about it.

Perhaps Discover should be proactive about this and run search campaigns on keyword phrases related to topics that are relevant to their demographics, in particular when those topics are being discussed on very popular television shows that are watched by their demographics. Shows like Heroes.

September 29, 2007

Marketing Opportunity in the Bacn?

There's a new name circulating for the email you get that isn't quite spam, but isn't from somebody you personally know. Bacn is email you get confirming the transfer you just made from savings to checking, or the e-ticket for your trip to Naples, Italy.

A report from the email marketing company Silverpop states that people really like getting bacn - even to the point where they don't mind marketing messages that are contained inside.

Amidst the noise, sophisticated email marketers have discovered that transactional messages—those that confirm a purchase, notify customers of shipping dates, deliver warranty information, account status messages, etc.--are the kind most eagerly anticipated by recipients. In fact, eMarketer has reported that six out of 10 consumers say they don’t even mind if a sender tucks in a marketing message alongside their transactional information in an email.

According to Silverpop, JupiterResearch is estimating that by including promotional elements within bacn, companies can add as much as $500,000 in annual revenue. Such a precise number seems silly to me, but needless to say that the concept makes sense.

It's important to think about every communication you have with your customers - even things like newsletter signup confirmations, "forgot my password" emails, etc. Every single touchpoint is an opportunity to promote yourself or communicate the value of your brand.

September 28, 2007

Apple Update Bricked My iPhone... And the First Law of Technical Support

Last night I went to sync my new iPhone (yes, I succumbed to my techno-lust after Apple lowered its price by 33%) and found that the phone's software was going to be upgraded. Before I clicked "yes" I went on the web to find out more about what the update would give me.

I liked the idea that I would be able purchase music directly to my phone. I especially liked that the speaker phone would become louder (it was so quiet before as to be almost useless). There were some other nice new features as well... wonderful!

But I also found some reports of people installing the upgrade and turning their iPhones into "bricks". Most of these people had altered their phone in some way. Some people had unlocked their phones (which Apple had specifically warned against). Others had merely added some 3rd-party applications.

I had done neither of those things. But, disturbingly, there were also a few reports from people who had not hacked their iPhone in any way but were still having major problems. Some had to actually go to the Apple Store and get a new phone.

Well, that all seemed really unlikely, so I went for it. After a somewhat lengthy download it started to install. Then my moment of panic set in. My phone reset itself and when it came back up, the only thing I could get on the screen was a yellow triangular warning symbol with the evil words "Please Connect to iTunes". Um, I WAS connected to iTunes. Well, I THOUGHT I was connected to iTunes...

Apparently iTunes disagreed. No matter what I tried, iTunes would no longer recognize my phone, and my phone wouldn't display anything but the warning screen. Arghhhh!

After bitching about this sorry state of affairs on Twitter and mostly just getting some consolation responses (though it was cool to see "A-list" bloggers Dave Winer and Robert Scoble both link to my complaints - now if only I could figure out a way to get them to link to my blog posts!), I remembered the "First Rule of Technical Support". Before trying any other solution, shut down everything completely and start again from scratch. I wasn't sure why that would work in this particular case, but I'm guessing that when I did technical support for the Ingres database at Computer Associates in the mid-90's, that a silly number of the cases I handled were somehow fixed in this way. What had I to lose?

And you know what - it worked! Eventually...

The iMac rebooted (I LOVE this new iMac by the way - a topic for another post) and I plugged the iPhone into its doc. Nothing happened. So, I manually brought up iTunes expecting the worst. However, this time a pop-up window appeared telling me that the phone needed to be restored to its factory settings. Progress!

I clicked "OK" and it went through a complete restore. It allowed me to restore from my last backup, which meant that I wouldn't lose any data at all. It took a while to move all of my music and photos back over, but when it was done, my phone was as good as new! Whew! The "First Rule of Technical Support" lives!

On a side note, this was my first experience really "using" Twitter and I liked it. I'll write more about that soon.

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