Hasta La Creative!

Desde que conheci o audioscrobbler lá em meados de 2005, que logo se transformou em Last.FM eu passei a curtir muito ver estatísticas sobre hábitos pessoais e principalmente data visualization.

Quando comecei a ter uma noção visual sobre tudo o que eu escuto, meu gosto ganhou valor, simplesmente por conseguir comparar e me relacionar ao gosto dos outros. E isso meio que trai a máxima de que gosto não se discute.

Por aí vi uma série de pessoas que começaram a compilar seus gostos e hábitos, muitos através das redes sociais e alguns chutando o balde e gerando estatísticas lindas e assustadoramente completas sobre suas vidas.

Feltron annual report, quase um livro de infográficos sobre o ano do cara, vale a visita.

Há um tempo, através do próprio Feltron conheci o Daytum, que é um site que se compromete a juntar essas informações do seu dia-a-dia para você. Na época era fechado pra convidados e estava em fase de testes. Esqueci completamente dele, e hoje, assistindo a apresentação, imperdível por sinal, do Google para AdWeek (via Adivertido) vejo o Daytum por lá e descubro que ele está aberto.

O site melhorou muito do que era, e já conta com versão mobile e atualizações via twitter – escrevendo com os termos que o site orienta.

Fiquei bem curioso em testar pra conseguir esse overview das minhas atividades e hábitos.
Hoje, o twitter virou um verdadeiro histórico de hábitos coletivos, que influenciam o comportamento de toda a sua rede de relacionamentos e tudo mais. Super interessante integrar isso com sua vida real.

A conclusão? Provavelmente as pessoas sentem cada vez mais a necessidade de tornar experiências reais em conteúdo digital e compartilhável. Seja por autruismo ou aspiração social. Obviamente essa é uma análise ultra rasa e pessoal.

O que vc acha disso? Comente aí.

Post originalmente publicado no Brainstorm #9
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Despite the fact that Newsweek boldly claimed that the recession was over, it’s really not: On July 31st, Verizon Wireless reported a 21% decline in profits, which, as we all know by now, means massive lay-offs. In this case, 8,000 more employees, the largest lay-off since the GM debacle.  And just to keep things on the up-and-up, Verizon has already cut 8,000 jobs in 2009. It’s my guess that Verizon employees are thinking that the recession lives on…

So, not only must we disseminate information gathered from online sources, it would seem that we must do the same for magazines, newspapers, and TV newscasts; nothing can be taken at face-value.

Which brings me to Forbes and their haphazardly scattered reporting on Google. In the past 10 days, Forbes has printed stories ranging from Google being on top of the SEO game, to comparing Google to newspapers, printing a story titled, “Why Google Won’t Last Forever.” Forbes either does not understand Google’s business plan, or they’re simply pounding out headlines to gain readers. In a single week, they reported the Google demise story and a separate story on how Google Wave and Android will revolutionize telecommunications, e-mail, chat, blogging, archiving and file uploading.

By now, most people have heard of Google Voice, although relatively few know what this new offering will provide. Luckily, I signed up to test Voice, and just received my “approved” email, so I’m not certain what it does either…but I’m eager to find out. Google Voice, formerly known as GrandCentral, was a company that Google acquired in 2007 for just over $50 Million. Despite the nearly two-year wait, the bugs have supposedly been put to rest and the service is ready for beta testing. Below is Google’s video explanation of Google Voice.

Google Voice has a singular main idea: “one phone number for all your phones, for life.” This single phone number will, in essence, combine all your phone numbers, including cellular, office, home, vacation home, etc. To use the service correctly, the phone number provided by Google Voice will be your main phone number. Depending on the party calling, Google Voice will route the call to the appropriate telephone, or even ring all of the phones simultaneously. Thus, calls coming from family members can be set up to ring your mobile and home phone; business calls, depending on how easily you want to be found, can ring both your office and your cellular (or your office, cell, home and vacation number). If your Google Voice number receives a text message, it automatically routes to your cell phone.

Google has also enhanced the original service by adding a transcription service which transfers all of your voice mails into text which users can then append, adding notes or tags for future searching. Voice will also include a friend setting, which routes calls from designated people straight to voicemail, home phone, cell phone, etc. Users can access Google Voice via computer or telephone, and the system tracks all received calls, missed calls, text messages, placed calls, and will even record phone calls. Although not “live” at this time, Google Voice and Gmail will be fully integrated in the future, providing a single source point for all personal and business communications. As an added benefit, if you happen to receive a text message while on your computer, you can simply use the Google Voice interface on your computer to respond.

Google Voice includes a teleconferencing feature for calls of up to 6 people, plus the ability to record the teleconference. International calls can be made at about the same rate that Skype currently offers.

As for costs, with the exception of International calling, the service is very affordable: It’s free.

With Android, Wave, and Voice all nearing release stage, it would seem that Google’s position is where it’s always been…in front of the competition.

Jeff Louis: Strategic Media Planner, Brand Project Manager, blogger and aspiring writer. To contact Jeff, leave a comment or find him on LinkedIn or Twitter.

For the first time in nearly a decade, online spending was reported to be 5% lower in Q1 of 2009 than Q1 of 2008. Although losses were not specified by category, it’s clear that online advertising is not recession-proof.

Yet, glimmers of success are still found among gloomy reports and forecasts.

Yodle, an online advertising provider that specializes on small businesses in local markets, has repeatedly shown dramatic increases in year-over-year revenue gains over the past two years.

How dramatic? Try a 300% increase from 2006 to 2007, and 700% from 2007 to 2008. The company started with just nine employees and now boasts over 250. Additionally, Yodle’s client list has jumped from 125 clients in 2006 to well over 5000 accounts managed in 2009.

What is Yodle’s business model for success? As luck would have it, I was able to ask Court Cunningham, CEO of Yodle, that exact question (among others).

Court Cunningham (CC): Yodle delivers the strongest return on marketing investment to the small business owner. In 2007, 50% of online users performed searches for local businesses. In 2008, 82% of online users searched locally. Yodle focuses on providing an avenue for small businesses to “get found.” We place our clients’ ads on larger sites, such as Google, Yahoo, and MSN, as well as 75 other top-performing local sites, providing small businesses the online accessibility of a larger company.

Beyond Madison Avenue (BMA): When you say “small” business, what size company are you talking about?

CC: A law firm with 100 employees can be considered a small business… but Yodle’s main focus is on businesses with ten or fewer employees. We are targeting the “S” of SMB. Small business owners realize that they need to be online now more than ever, and Yodle can get them there.

BMA: What does Yodle offer a small business that the online Yellow Pages or a local portal does not?

CC: The greatest benefit Yodle provides is more leads and a lower cost-per lead. Second, we accommodate small business owners by getting them online in an effortless (on their part) manner. If a business owner needs help developing a web site, we offer those services. Finally, Yodle provides full transparency and accountability. We supply clients with an online dashboard that records the number of clicks and calls from their ads. This allows them to record the clicks or calls that turn into qualified leads or sales versus those that did not go anywhere.

BMA: Do you focus on certain types of businesses?

CC: Businesses that benefit the most from Yodle are those in which the product or service has a high value. We cater to plumbers, electricians, cleaning services, locksmiths, personal trainers, contractors, construction companies, etc.

BMA: Do you advertise national companies on a local level?

CC: We do have clients that are national franchises, such as ServiceMaster, that advertise their services locally. But, the majority of our clients are small business owners. Yodle has a unique solution for national franchise companies that allows them to manage local ad dollars and national coop dollars through one easy to use product.

BMA: Currently, Yodle is in the Top 40 DMAs (markets). What are your expansion plans? Are you going to increase the number of markets that Yodle covers?

CC: No, our plans for growth are vertical, which will enable us to provide greater depth per market. We’ll also be rolling out new products in the near future that will be beneficial for our clients.

BMA: Would you say that your greatest competitors are Yelp and other “like-minded” sites?

CC: Not really. We use Yelp and City Search to display our client’s ads. Our biggest competitors would be other sites like ours, and the Yellow Pages.

BMA: Please reiterate Yodle’s advantage over these sites…

CC: Yodle will provide small businesses with a high volume of quality leads, complete service and transparency, and higher ROIs than advertising currently being used.

Yodle is yet another example of a company that thinks progressively and has the ability to succeed while others remain stagnant. Now is the perfect time for small business owners to take advantage of online advertising opportunities to increase their advantage over competitors. Yodle provides local businesses with a simple and affordable way to get new customers and phone calls while establishing an online presence. Click here to find out more about services offered by Yodle, as well as its clients’ success stories.

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. Reach out to him on either linkedin.com or twitter.com.

Google, the leader in Search Engine technology, handles approximately 66% of all search engine traffic. So much, in fact, that when Michael Jackson died and his name spiked, Google thought that it was a coordinated attack.

Much like AT&T did two decades ago, Google is fighting back over anti-trust allegations although no formal investigation is underway.

Dana Wagner, the Googler known as “senior competition counsel” explains in the New York Times that “competition is just a click away.”

Google has been on the PR warpath, partially due to regulators watching its every move. Other tech companies such AT&T, IBM, Intel, and Microsoft suffered much of the same thing when it became apparent that there was no “real” competition. Google is clearly the leader in the search category, and it’s possible that the only “competition” may be from the US Government’s possible intervention. In November of 2008, the Justice Department killed a deal between Yahoo and Google due to concerns over market domination. But who is kidding who, right? Google already owns the market.

There are other investigations taking place. The Justice Department is investigating Google’s hiring practices and the Federal Trade Commission is researching the ties between the boards of both Google and Apple. But nothing’s been aimed at the heart of Google.

…unlike other technology giants in years past, Google has not been accused of anti-competitive tactics. But the investigations and carping from competitors and critics have Google fighting to dispel the notion that it has a lock on its market, even as it increases its share of search and online advertising.

However, Jeff Chester, executive director of the Center for Digital Democracy, stated;

“Google search is an absolute must-have for every marketer in the world.”

Google’s lawyer, Mr. Wagner, agrees that the company is a great success. He also noted that the environment is turbulent and highly competitive. Further, he said that Google wasn’t looking for sympathy, but simply telling its side of the story.

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. Reach out and touch him: www.linkedin.com or www.twitter.com.

Google, Google, Everywhere…

There’s probably not a day in our lives for the last five years that we have not come in to contact with Google in some way or another; a very charismatic and sticky brand, here is where we daily find Google:  from trade pubs (IT, Advertising, and Marketing) to our home and work computers, Google has become a brand that has become a staple of our day to day online interactions. There are, of course, purists out there that use other search engines simply because they are not Google…but they are few and far between.

Google excels in bringing brand extensions to the user…thus, they are able to capture non-search users with Google Reader (an RSS Feed plugin). They never stop innovating, which is most likely the reason for their success. Some of the company’s newer products include Google Health, Google Finance, Google Labs (very cool), Google Blogs, and even a program for purchasing TV advertising nationally using the AdWords utility. And recently released, there is Google Chrome.

Will Chrome Be The Gold Standard?

Google Chrome is the company’s answer to Microsoft’s Internet Explorer. Compared head-to-head with IE8, my choice would be Chrome. It’s super fast, does not use a ton of memory, “hangs” infrequently, and is extremely simple to use. It does have drawbacks: no zoom, no status bars, and managing bookmarks is a challenge. Other than that, I dig it. I also have IE8, which has a ton of features, but thus it’s never really worked correctly…

As Seen On TV

But the real reason that Google Chrome is in the headlines is for another reason entirely: Google Chrome has the honor of being the first Google product to be advertised on television (although search has made “appearances” in other advertiser’s spots).

Touted as an experiment, Google states that they will use the Google TV Ads system, which includes cable systems and networks that allow Google to sell some of their inventory. Echostar’s Dish Network and NBC Universal cable networks like CNBC, Sleuth and Chiller are some of their available networks. The entire endeavor will be low cost.

Google started a marketing campaign for Chrome last month in which it commissioned 11 videos from small creative firms that were initially posted and promoted on YouTube. Recently, Google started placing those videos on websites through ad buys, including an expandable ad on the front page of the New York Times’ website.

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: linkedin.com/in/jefflouis or twitter.com/jlo0312.

Google and Twitter, rumored to be meeting late last week, were huddling to discuss: a) new applications, b) mergers, c) acquisition, d) monetizing strategies, or, e) “We didn’t huddle, we didn’t even talk!”
The answer, much to our curiosity’s disappointment, was “none of the above,” and we were left, yearning, with no juicy story. Until that is, we looked a little deeper: There it was, a story, neatly nestled inside the rumor…our dusky jewel, ripe for choosing.

Whether Google buys Twitter, doesn’t buy Twitter, or marries them is not news…it’s a forgone conclusion. Some company, (probably Google), is going to purchase Twitter. But, it could also turn out to be MSN, Yahoo!, AOL, NewsCorp, or even Verizon.  The real content, the actual tale to be told is this: Whenever Google acts, we, the denizens of the Internet, pay attention. We sit up, sign in, and search for news. Once found, like kids with secrets, we repeat it. Discuss it. Argue about it.  Text it. Blog it. E-mail it. Tweet it. Opine it. Feed it. Post it. Which leads us to face it: Google is more respected than Bill Gates, Jack Welch, Bono, and Perez Hilton, combined. Google is the Internet’s darling, the sweet Lindsay Lohan before she was arrested. Twice. Google is young and beautiful, the little girl from Disney that won our hearts. Google is the online business’ shining star. In December 2007, FastCompany had this to say about Google:  

“… Its performance is the envy of executives and engineers around the world … For techno-evangelists, Google is a marvel of Web brilliance … For Wall Street, it may be the IPO that changes everything (again) … But Google is also a case study in savvy management — a company filled with cutting-edge ideas, rigorous accountability, and relentless attention to detail … Here’s a search for the growth secrets of one of the world’s most exciting young companies — a company from which every company can learn.”

Which is not to say that Google is perfect, or has not made mistakes; they just don’t make many. As a highly respected company, with the starlet flair, Google is in the spotlight, the subject of speculation, rumor, innuendo, and gossip. So, as in the case  of the Twitter reporting last week, online and traditional media sources, thirsty for being credited with announcing Google’s next venture, often print rumors before the facts are known. Although it’s shoddy journalism, many of the online sources probably don’t care about being wrong, as long as they’re first. Headlines and copy can be changed in seconds. The take-away is simple: Not only does Google play an important part in our lives, but we spend a lot of time and energy making Google important to society.

Google’s other major foray into Social Media, YouTube, is expected to lose $470 million dollars in 2009. But, it’s not all bad news: Revenues are expected to increase by 20% YOY (Google will only lose 80% of what they could have). Not asking for government handouts as of yet, YouTube’s major challenge is no different from that of  Twitter and other Social Media sites: Monetization. In the short-term, Google has signed a deal with Disney-ABC Television Group and ESPN to provide “professional” content, driving advertiser demand “through standardization of ad formats and improved ad effectiveness.”  Or, to restate it clearly, YouTube will provide better videos to reel in bigger advertisers. It remains to be seen if having Disney on YouTube will provide the revenue needed for YouTube, but the main question is how the users will react to the site “incorporation.”

 There has been a lot of chatter regarding emerging media, new media, and how Web 2.0/Web 3.0 will change the world, let alone the practice of advertising as we know it. I am certain that the world, and conventional advertising, will definitely be affected…once effective methods to monetize these new media platforms are determined. If you keep up at all with the trades, you are certainly aware that Google’s purchase of YouTube has been terribly unprofitable, to say the least. And it remains to be seen if YouTube will ever provide profits for Google. There is also the constant buzz regarding Twitter: Is Twitter for sale? Are they working on a new business model? Or, is Twitter but a passing fancy? 

One thing abundantly clear is that Social Media networks have become the new, untapped vein of gold for advertisers in the digital age. Social Media users freely provide relevant information about themselves which is then used by advertisers to segment them into convenient, targetable groups. Paired with Social Media’s meteoric rise in usage, advertisers are often left scrambling to hastily build strategies to reach this audience unobtrusively.

While all of this action (or perceived action) is exciting, the current trend seems to be more about making a buzz than making a buck, with a few exceptions:

In December 2008, Internet News reported that Dell produced over a million dollars in sales by offering discounts to consumers that followed Dell on Twitter. And while these sales accounted for but a drop in the bucket compared to their overall revenue ($61 Billion in 2008), it is evident that while Twitter’s not able to monetize their service, Dell had no problem doing so.

So, while most are playing catch-up, there are shining examples of advertisers and agencies that are ahead of the curve, positioning themselves to lead by example rather than yammering on about what they plan to do. Take, for instance, Lisa P. Maxwell (LPM) in Chicago. Visible, LPM’s web development arm, created LPM’s new Flash site, and fitted it with webcams at each employee’s desk. Anytime during the day, a client, prospective client, or curious web-surfer can click on one of the employee “cam profiles” and chat in real time with the employee. The site lets you know which person is available to chat via the use of two buttons that highlight the web cam images (green=available). Depending on the time of day, you might find yourself talking to the Creative Director, New Business Manager, or even a copywriting intern. It is actually quite fun to talk to this captive audience…they seem to be an intelligent bunch willing to answer most questions. I spoke to one of the Account Managers this morning about working at LPM and being on camera, and she said that they’ve had fantastic reviews. She also said that the best thing about LPM was “the people.”The point of this viral “experiment” is to increase traffic to LPM’s site via non-traditional methods, and in this sense, it has been a qualified success, adding 1500+ visits during the first month of operation. It’s not clear if any new business leads have been generated virally, but as with many viral endeavors, it may take some time. However, if I was marketing director looking for an agency to lead my business into the intricacies of social/emerging media marketing, I would certainly add Lisa P. Maxwell to the top of the list.

Some agencies lead. Others talk. And the rest just don’t get it.

What is a Doodle? Well it is Google’s way of saying “design me a logo” contest, opened to all K12 students inspired by the theme “What I Wish for the World”. Doodle designs will be adjudged based on artistic merit, creativity, representation of the theme, and other criteria. The grand prize winner will then be selected by Google and announced at an event hosted in New York City on May 20, 2009. The doodle will be featured on the Google homepage the following day.

The winning student’s doodle will be displayed on the Google homepage on May 21, 2009. The champion “doodler” will also receive a $15,000 college scholarship and a $25,000 technology grant for his/her school. This year’s competition also includes a $10,000 award to recognize the school district with the greatest quality participation.

So for students, if you got what it takes to come up with a snazzy design, this is something you don’t want to miss.

Teachers can register their class online here.Registration closes on March 17 and all entries must be postmarked by March 31.

(Source) Web Wire

Você está em casa sem fazer nada, liga a televisão e de repente vê aquele seu “amigo” em um comercial dizendo o quanto ele é legal, esperto, pegador e curte a vida pra caramba. Sim, essa cena apocalíptica pode ser verdade, e é tudo culpa do Google.

Ariel Schneller, 24 anos, um jogador professional de pôquer, veiculou um comercial na TV para promover o seu próprio site: Foxwoodsfiend.com. Ele fez isso através de uma ferramenta experimental do Google para compra de espaço publicitário televisivo.

Schneller pagou apenas 500 dólares para atingir 330 mil assinantes da Dish Network, em canais como Oxygen, ESPN2 e WPT, ou seja, US$ 1.50 para cada mil espectadores.

Medo.

| Via ValleyMag

Less than two years ago, people began to see cars equipped with strange video equipment driving all over the U.S. Google apparently commissioned a fleet of cars for their street view project, which is now live. I decided to give it “test drive” to see what the hype was all about. It turns out that street view gives you just that. A view of the streets from a drivers perspective. I tested it on my street and found it cool, yet creepy. I’m not suggesting in any way that Google has voyeuristic tendencies, but they can get pretty detailed. I was able to see my roommate’s Marilyn Monroe poster on his window. Then I started thinking; there must be hundreds of little surprises waiting to be discovered in the Google street view video universe. Unfortunately, I don’t have the time or the desire to look for them, but if you do find something, let me know.

Voyeurs are not the only who may find this tool useful. This is another great way to explore your city or town without having to put on your shoes. Street view has the potential to revolutionize the real estate industry. I remember a when virtual tours of homes were new and exciting. Now you can check out the neighborhood before you make a formal visit. The technology is still in the early stages but as it develops, I could see existing virtual stores being linked into the equation. I wrote a paper a few years ago about a concept called “Google Maps Retail.” This concept allows people find businesses on Google maps, get directions and then get efficient directions inside the store (using a 3-D planogram) based on a shopping list. This is more than possible now. Who wants to go halves with me on the venture. I’ll put in the first 20 bucks.