Tag Archives: marketing for social media

How to analyze a podcast for advertising?

Measuring the micro media of today is a big challenge. For marketers there is this ever pertinent challenge of how to measure mediums like blogs, wikis and podcasts.

With Social Media Channels like blogs and podcasts, the traditional metrics of reach and frequency won’t work, and more often than not, you will have to justify by qualitative metrics at best. So here I attempt to highlight the right metrics for marketers. And hope that user generated content is monetized in a way that it is worthy of.

I have always thought that podcasts and blogs need to be monetized- in a way that is appropriate. I think one major hurdle to achieve that objective is marketers ignorance. Another one is the content creators incapacity to market themselves well. But that is another story. The main issue is the lack of standards and ignorance. Chicken and egg situation actually. Usually problems like this wait for ‘scale’ to be solved. Marketers scramble for answers only when the right scale is achieved.

I just put together a podcast series on www.chasingthestorm.com and attempt to put together a set of metrics and parameters to analyze podcasts. What better way to put up an analysis through the medium itself. Hence a podcast to analyze podcasts. There actually is going to be a series of webisodes on this one topic- three to be exact. Following which, we will have other topics- hopefully some suggested by you. To take a perspective- I am going to analyze three of my favorite podcasts from Singapore.I analyze them on the basis of their

  • Web “weightage” (Page Rank),
  • Blog buzz (inbound links from other blogs),
  • Buzz within the podcast channel (Comment to webisode post ratio),
  • Frequency of posts, and average time per podcast.
  • And of course I will be covering some qualitative criterion as well

Not perfect. But in the absence of any other criterion- should give you a reasonably good insight rather than go by gut feel. Or worse- scrap spending on this media at all- because there are no parameters or justifications. In the first podcast of this series- I cover a technology podcast/videocast by a bunch of young lads. Some details and how they fare on each of the above highlighted parameters. Do let me know what are the other things that interest you- in case you are marketer or a content creator. Meanwhile, I get down to creating some more content and putting in more distribution channels for the podcast. Can only get better with time. Till then- Enjoy!Shalabh PandeyChasingTheStorm

Do customers really want to engage with the brands?

The year began on a not so high note for the economy. But the digital media folks are bullish-as-usual.

I had a brainstorm featured on ChasingTheStorm. We were discussing Digital Media trends in 2009- specifically for Asia-Pacific. What came up were some really cool observations, some strong views and some star gazing.
Though the entire brainstorm could be viewed here – here is the sneak preview:

  • We need to recognise that commerce in APAC is conservative, and that in the words of Deng Xiaoping we’re ‘crossing the river by feeling the stones’
  • We could see a doubling of digital’s share of the marketing spend to 4% in APAC
  • Rise in spending on ‘Social media’ marketing
  • Figures say that in China alone, the share of marketing spending on Social Media is about 20% of all digital marketing spending.

And some comments that the community here in particular could respond to-

  • Other than SMEs running PPC campaigns on Facebook, social networking sites seem to be normally no more than bit players on display advertising schedules
  • I haven’t seen evidence that corporate profiles receive much traffic, and I’m not sure that modern media-savvy audiences really want to engage in conversations with their brands, they have better things to do
  • The landscape is unnecessarily blurred by social concepts such as twitter
  • Twitter’s like a social event where everyone’s talking and no-one’s listening. I simply don’t think that sufficient numbers will read it. Since this is a marketing cornerstone, it’s a non starter.

What are your thoughts on the above? Let us contribute to the discussion.

Interesting ways to use the collaborative web

In the more recent years, the web has reclaimed its nature of being collaborative- the way it was meant to be in the first place.

There are collaboration tools galore- some that have achieved fame as the collective noun- ‘social network’. Some others including the social network form what has come to be known as the ‘social media’

Wait. Before you think this going to be a shpeel on social media and its importance (It IS important though) let me declare otherwise now.

What I do want to highlight though, is the fact that today the web is full of collaborative tools that could be used by businesses in a variety of ways- some that encourage connect-ability and yet others that thrive on rationalizing the wisdom of crowds.

There are comparison and review sites that attempt to give rational advice- say on specifications and even price points. And then there are blogs and other engagement tools that people so freely use to express, discuss and activate about a subject. Not only this, the collaborative web today can even get inside the mind of people- when people speak their minds in the high reach and safe anonymity of the web.

The great things about these tools is that they can be manipulated by companies in a myriad of ways to not only to connect and collaborate, but also listen to what the market is saying about them. It can help them get some of those elusive customer insights for which they spend hundreds of thousands of dollars and still feel, well’somewhat blank.

To establish context, I showcased one such popular tool- called BrandTags on chasingthestorm.com recently. It is a collaborative experiment to assess people’s perception of brands- what’s the first thing that comes to their mind when they think of the brand. Something that the ad guys are quite used to doing while planning communication strategies (unaided recall or brand personification type studies)

To show that it can be used a little beyond frivolous interpretation (though it has quite a following), I conducted a basic perception audit. I chose some top computer brands and analyzed the outputs from the tool.

I plotted top 30 tags that the crowds cumulatively attributed to the brand and divided them into positive, negative and neutral mentions. The ones that referred to a brand name or a product were categorized neutral. Ones with positive or negative connotations were then labelled similarly. It was not as easy as it sounded though- how do you classify ‘cheap’ for example? And how do you classify ‘India’ or ‘China’ as tags? Remember these are largely ‘western’ perspectives (I classified countries as neutral though).

When I published the first post, I wanted micro analysis done. I had many brands and models in the consideration set- but soon realized that (A) the tool was not meant to be micro enough to give model specific response (B) Fewer (top) brands analysis will do just fine- to showcase the kind of inferences that could be drawn.

Now, as you read the analysis post, you will realize that the insights are far from scientific and do not offer detailed insights. But the fact is- when you use more such tools together, it is then that they have the potential to deliver more insights. A simple example could be combining this tool with a tool that collates Net Promoter Score- leveraging the Crowd wisdom.

I also mention that listening and leveraging the collaborative tools can help brands develop engagement strategies best suited to engage their stakeholders.

See the analysis of brands like HP, Dell, Lenovo, Acer and Apple. Some astonishing results and some others that you’d probably be expecting anyways. Tell me what you think about them. What are the other ways in which this can be used? Any other similar tools that you have come across? I’d love to know, experiment and spread.
Happy New Year to all readers.

New Tool for File Sharing For the Online Community

Drop.io is a new tool that allows for private file sharing. The unique selling proposition is that it ‘allows consumer to create their own private online spaces where they can easily and privately share photos, videos, documents, and other types of media’ as reported here. Other benefits of Drop.io include:
drops are “private” – consumers control how and with whom drops are sharedDrop.io never requires any type of account registration, and all drops can be password-protected and set to expire after a period of timeDrop.io provides multiple methods of sharing content
Click here to link to a podcast where Chad Stoller from Drop.io explains the usefulness this new addition to Community 2.0 has for marketers. What are your thoughts on this new tool?