Techno//Marketer - Matt Dickman on Digital Marketing and Social Technology

Text to newsstand

I was flipping through the Economist the other day (because it exhausts me to try to actually read the whole thing) while I was on the plane and came across this insert in the magazine. I found it quite interesting and wanted to get your take.

 

The point of the service is to send a text message to receive alerts when the print publication is hitting newsstands. It's an interesting idea in the promotion of print with digital platforms. Obviously the content strategy is to release at the stands first and then online to keep print subs up.

What do you think of this? Would you sign up? Would you want this service for other printed materials? There are a number of magazines that I read but don't subscribe to for which this is an interesting idea.

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Technorati Tags: advertising, marketing, Matt Dickman, mobile, SMS, Techno//Marketer, technology, trends

First//Look: Augmented reality

What do you get when you take a webcam, a piece of paper and some cool 3D animation? You get augmented reality (AR). This is relatively new though it's been experimented with for a couple of years at least. In short, AR is the combination of objects in the real world being combined with virtual objects using a webcam and some programming.

Sounds pretty cool eh? You have to see it to know what I'm talking about.

[Feed readers please click through to the post for the video]

Examples you can try yourself right now:

• Toyota iQ
  
• Volvo Ocean Race
  
• GE Smart Grid
  

Potential uses:

• The symbols that it uses can be printed on anything; paper, t-shirts, ads, etc.
  
• Any time you want to make a physical connection with virtual objects
  
• Allows interaction and engagement with printed pieces
  
• People are working on using mobile device cameras to do this while you're on the go
  
• It's just plain cool. Give it a try!
  

BMW looks at using AR to diagnose issues and help mechanics be more efficient

Turn the real world into a huge video game

Really bring Second Life into first life

This is pretty cutting edge, so not every company is going to be comfortable with it. The hardware barrier is pretty low (webcam) so this can hit a mass audience. It's great for presenting things when in conceptual mode (architecture, cars, etc.) as well as adding interactivity to existing items.

My advice is try one of the models above and think about the possibilities in your business. The hardest part may be to stop thinking of them.

[Hat tip to the Fleishman-Hillard digital team in St. Louis for putting this back on my radar screen.]

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Technorati Tags: advertising, marketing, Matt Dickman, Techno//Marketer, technology, trends, video, virtual worlds, web2.0, Augmented Reality

When everything becomes social, what is "social media"?

What do you think of when I say the term "social media"? Do visions of Facebook pages, Twitter accounts, YouTube channels, blogs and wikis dance through your head? If you do, I think you're selling yourself short. VERY short.

Social media is a fad. All media will be social.

For the past year, I have included a slide in my presentation decks that says "Social media is a fad. All media will be social". We're already seeing instances of this in mainstream media. Just look at the Facebook/CNN partnership for the inauguration. It nearly crippled business networks around the world as people chatted with their Facebook friends while watching broadcast TV online.

This is an experience that has been taking place through divergent platforms for more than a decade (IM + TV), but is now becoming integrated into a single user experience. Just open Twitter during prime time TV and see what dominates the conversation. It's people talking together around a common topic enabled by whatever show is on.

Current showed us another example of the integration of TV with social technology as it flowed in real-time messages from Twitter during broadcast. This is a clunky solution for now until cable platforms integrate these services into the broadcast or they focus more on online delivery of content.

In-person events are even taking advantage of social technology to make the event even more engaging. Speakers (including myself) take questions on Twitter and engage people beyond the four walls of the room. Live streaming of video allows a global audience to participate in a local event.

Social technology is allowing radio broadcasts to expand their conversations as people engage online while listening or even while not listening. Smart stations are engaging with their audiences through multiple platforms. Each morning I listen to the BBC's Radio 1 on my drive to work. The Chris Moyles Show uses multiple platforms including Twitter, Facebook, email and SMS to engage the audience in real time. The hosts are savvy and the technology is simple and fast.

Mobile device experiences will become increasingly more social. You're seeing the start of this now with applications like Loopt and FourSquare, but you will see social interactions around news content via iPhone apps or any other platform that brings people together.

Does news become more relevant when discussed with my peer group? Absolutely. Once of the main problems with most social content is that the group of people commenting/creating are not relevant to my interests (see YouTube comments for example). If I can select who I have conversations with on certain topics, it's very valuable to me. I'm not saying we should censor people, but the technology allows for added relevance that we should be taking advantage of.

Even outdoor ads have started to become vaguely social. Mini Cooper took the lead on this a few years ago by using RFID technology to display custom messages to their customers as they drove by.

So, instead of taking a narrow, short-term view of "social media", we need to step back, look at all media and see what the social technology potential is and look at how to take advantage of that to deliver more relevant experiences.

How does this notion that all media will become social change your view of media? Is TV/radio dying? What about magazines? Do these have to be digital to be social?

Let's hear what you have to say!

Note: If you're interested in having me speak to your group or organization, check out my speaking page to get in touch with me.

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Technorati Tags: advertising, Community, conversations, marketing, Matt Dickman, social media, social networks, strategy, Techno//Marketer, trends

The age of Facebook vs. MySpace: February/March edition

So sorry for the delay in this report. MySpace seems to only update their ad targeting stats every other month (Facebook is done in real time). This is the latest edition of my look at social networks and their populations from a marketing perspective.

All numbers in this post are US-only and are collected using each site's advertising management systems so they are up to date and accurate from a marketer's perspective. (Who wants to talk about populations that can't be reached by marketing? Not me.)

What you need to know right now:

• For the first time, over half of the population of Facebook is over 25 (60% MySpace is still under 25)
• Overall Facebook is up 22% while MySpace is down .5%
• Facebook has now surpassed MySpace in 31-50 age ranges
• Facebook's 50+ group is the fastest growing followed closely by the 41-45 group
• MySpace's largest losses are ages 35 and under
• Facebook growth under age 25 is still slow (this group is maxing out)

MySpace down overall; Facebook over 50 booming; Facebook overtakes MySpace in the 31-50 populations

Total US populations of MySpace and Facebook:

Looking at Women on both sites:

Looking at Men on both sites:

Here are the actual Feb/March numbers:

AGE RANGE	Facebook	Δ last period	MySpace	Δ last period
13-17	6,051,940	+7.58%	17,072,104	-0.18%
18-21	11,572,420	+6.65%	19,840,744	-0.81%
22-25	8,715,060	+11.61%	12,346,236	-1.46%
26-30	7,703,320	+22.55%	10,949,876	-1.86%
31-35	5,859,840	+29.63%	5,778,080	-0.44%
36-40	4,941,180	+38.16%	3,744,776	+1.27%
41-45	3,000,860	+47.33%	2,226,476	+1.80%
46-50	1,950,220	+50.57%	1,510,488	+3.39%
51-65+	2,945,680	+51.90%	7,692,972	+0.91%

Other key takeaways:

• These numbers represent all total users who can be reached through each site's advertising systems (not all worldwide active users)
  
• MySpace's reporting system is not real time like Facebook's. Keep this in mind if you're planning a campaign.
  
• MySpace skews younger than Facebook, engaging more of the highschool population
  
• Facebook engages much more of the college population (inverse to MySpace)
  
• Women make up well over half of the Facebook population across all age ranges
  
• MySpace's 50+ population is over 70% female, Facebook is over 63% female
  

What do you think? What other networks are you investigating? The demographics and targeting options on both sites let you reach your audience in targeted/tailored ways and minimize waste. Knowing where your customers are is key.

Data sources: If you're curious, here is where the data comes from on both sites.

• Facebook - Go here http://www.facebook.com/ads/create and edit the audience settings as you wish. No need to even create an ad.
  
• MySpace - Go here https://advertise.myspace.com and then click "Click here to get started". Enter a test ad. Then you can filter by age/gender/geo/etc.
  

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Technorati Tags: advertising, Facebook, LinkedIn, marketing, Matt Dickman, social media, strategy, Techno//Marketer, Twitter

Inside//Out: QR codes

Wouldn't you love to drive people from your physical world marketing efforts to the web in real time? Who wouldn't? This has been a dream of marketers since the popularization of the web and technology is starting to catch up. QR (or quick response) codes are, quite simply two dimensional bar codes. The codes were designed in Japan for the auto industry and they remain popular today.

In marketing, QR codes have started to pop up sporadically in ads and catalogs. I did a post on this technology in 2007 which you can read here. In that post, I noted that this was a potential technology for marketers to leverage in the future. To be blunt, this is still in the future, but the trend is one that is coming quickly (though it may take another form). The ability to grab information and go will build momentum over time.

The entire system works by taking a picture of the code with a cell phone camera, decoding the symbol on the device and taking an action. That action can be directing someone to a URL, passing them a phone number, giving them marketing copy or sending them a text message.

Here is a demo of the technology in this edition of Inside//Out

[Feed readers, click through to the post if you cannot see the video]

Pros:

• Quick and cheap to create
• Simple and compact design
• Able to be placed on myriad surfaces (paper, cloth, etc.)
• Convey complex information to mobile customers

Cons:

• Lack of consumer education about how QR works
  
• Hardware/software readers are scarce
  
• Lack of adoption in the US
  

Key Takeaways:

• QR should be used for nothing more than a test/experiment at this point
  
• The ability for mobile users to get complex content very quickly is a major trend
  
• Scanning codes, text message response or the next generation of this idea will push the need further
  
• You already see this in real estate in major markets using SMS
  
• Integration between physical marketing and digital marketing will continue to converge using new technology
  

Have you seen these in mainstream ads? Would you consider using them in your campaign? Are you looking at SMS response? Let me know!

There are a number of readers out there. I use the NeoReader on the iPhone. The Kaywa Reader is probably the most popular.

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Technorati Tags: marketing, Matt Dickman, mobile, Techno//Marketer, technology, trends, QR codes, devices

We bring good memes to life

If you live in Cleveland (or follow the NBA at all) you are sure to know about LeBron and his pre-game chalk hurling ritual. Basically, he walks to the scorer's table, gets a handful of chalk and launches it into the air in a huge puff of smoke. Very dramatic. I've seen kids around Cleveland pretend to do this in the street and grown men demonstrate it in line for lunch (I am not kidding).

That's why I love this ad from Wieden which plays on this insight and the experience and is right in line with the brand.

To go along with that, Nike has this LeBron ad when you enter downtown Cleveland. Note the smoke at the top of the photo.

This goes to my post about being ready to pounce. This is a more public example, but the execution is terrific in what could have been a lost opportunity.

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Technorati Tags: advertising, branding, marketing, Matt Dickman, social media, Techno//Marketer

The Face of Facebook Global Report - Q4 2008

First off, let me apologize to you for not publishing this monthly as promised. It was taking me around 15 hours to compile and edit the PDF each month and it was just overwhelming. I'll keep publishing it on a quarterly basis as a blog post moving forward. Thank you for understanding!

As always, I use the data that Facebook provides from their advertising management system. The actual numbers may be larger, but we're marketers and these are the people who can be marketed to.

Key Takeaways:

• The fourth quarter of 2008 saw a 27.55% increase in the total population of Facebook going from 100 million users to 138.6 million. That's a larger increase compared to past months on this report.
• The US is still the largest segment of Facebook at around 42 million users. This is 282% greater than the next closest country (the UK)
• Italy and Romania had over 400% gains on Facebook leading the pack while the US led by total population gain at 9 million new users
• Norway and Canada have the largest percentage of their total populations on Facebook (over 25% each)
• South Africa was the only country to lose population in Q4
• Macedonia and Oman were the only new additions in Q4 2008

Top 25 Countries by total users

Top countries (in order greatest to lowest): US, UK, Canada, Turkey, France, Italy, Australia, Chile, Colombia, Spain, Argentina, Denmark, Sweden, Belgium, Hong Kong, Norway, Mexico, Germany, Switzerland, India, Greece, Finland, South Africa [Click image for larger version]

Top 25 countries by highest % of total population on Facebook

Top countries (in order greatest to lowest): Norway, Canada, Denmark, UK, Chile, Iceland, Australia, Hong Kong, Sweden, Finland, Singapore, Puerto Rico, US, Luxembourg, Maldives, New Zealand, Lebanon, Cyprus, Israel, Malta, UAE, Switzerland, Belgium, The Bahamas, Colombia [Click image for larger version] *Note: This chart uses the total population of each country (not the online population)

Top 25 largest Q4 % gains

Top countries (in order greatest to lowest): Italy, Romania, tunisia, Slovakia, Indonesia, Spain, Argentina, Czech Republic, Uruguay, Bosnia, Slovenia, Serbia, Iceland, Ecuador, Macedonia, Oman, Belgium, France, Turkey, Switzerland, The Bahamas, Austria, Luxembourg, Bulgaria, Morocco [Click image for larger version]

Top 25 largest total gains

Top countries (in order greatest to lowest): US, Italy, turkey, France, UK, Spain, Argentina, Belgium, Canada, Australia, Chile, Denmark, Indonesia, Switzerland, Sweden, Germany, Venezuela, Colombia, Greece, Hong Kong, Serbia, India, Mexico, Finland, Malaysia [Click image for larger version]

Raw country population data for Q4 2008

*Note that Macedonia and Oman are new additions to Facebook for segmenting purposes and don't have Q3 data.

Country	Q4 2008	Q3 2008
Argentina	2,254,200	936,540
Australia	4,327,920	3,650,260
Austria	258,780	144,800
Bahrain	50,660	42,360
Bangladesh	198,780	135,220
Belgium	1,666,340	833,600
Bolivia	184,920	150,480
Bosnia	198,660	90,720
Brazil	209,100	155,600
Bulgaria	136,980	79,300
Canada	10,851,420	10,025,320
Chile	4,152,060	3,477,540
China	220,620	196,200
Colombia	3,636,320	3,226,980
Costa Rica	73,100	55,080
Croatia	491,240	300,500
Cyprus	109,420	78,660
Czech Republic	176,660	75,900
Denmark	1,778,440	1,174,500
Dominican Republic	115,680	91,800
Ecuador	130,860	105,700
Egypt	821,760	838,480
El Salvador	67,360	51,540
Finland	920,960	656,780
France	6,595,300	3,382,840
Germany	1,255,480	817,620
Ghana	53,880	36,780
Greece	1,000,320	639,340
Guatemala	93,960	76,980
Honduras	54,180	41,660
Hong Kong	1,456,740	1,111,580
Hungary	90,260	63,700
Iceland	120,520	57,700
India	1,072,080	807,040
Indonesia	898,360	321,980
Ireland	401,280	308,100
Israel	895,520	663,240
Italy	5,582,980	1,035,900
Jamaica	64,780	49,560
Japan	213,420	170,080
Jordan	266,700	211,700
Kenya	130,920	105,120
Kuwait	105,160	91,520
Lebanon	414,240	378,580
Lithuania	41,800	29,880
Luxembourg	87,400	49,480
Macedonia	78,180	0
Malaysia	851,240	591,880
Maldives	33,880	31,220
Malta	45,820	36,160
Mauritius	57,060	40,620
Mexico	1,439,580	1,174,600
Morocco	369,660	214,180
Netherlands	351,540	283,700
New Zealand	534,320	433,360
Nicaragua	29,560	23,740
Nigeria	212,780	145,000
Norway	1,455,080	1,315,880
Oman	24,240	0
Pakistan	376,800	286,340
Palestine	69,660	55,660
Panama	236,200	219,760
Paraguay	19,200	11,440
Peru	295,620	208,560
Phiilippines	390,700	233,300
Poland	194,960	113,900
Portugal	84,760	61,860
Puerto Rico	541,640	455,160
Qatar	67,840	54,820
Romania	56,300	10,760
Russia	122,780	94,100
Saudi Arabia	325,860	265,740
Serbia	557,480	266,120
Singapore	740,220	539,660
Slovakia	138,120	46,060
Slovenia	184,120	86,640
South Africa	920,860	1,022,240
South Korea	113,940	86,500
Spain	2,591,640	1,031,780
Sri Lanka	154,780	96,500
Sweden	1,697,100	1,242,240
Switzerland	1,122,900	609,640
Taiwan	112,840	84,780
Thailand	168,840	109,980
The Bahamas	43,900	24,280
Trinidad and Tabago	136,080	94,300
Tunisia	239,600	66,440
Turkey	7,924,640	4,087,640
Ukraine	41,400	26,860
UAE	485,540	358,560
USA	42,017,280	32,923,620
UK	14,922,560	12,662,320
Uraguay	198,160	89,320
Venezuela	1,872,840	1,456,420
Vietnam	39,120	26,580

Does anything surprise you on this? Anything else you would like to know?

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Technorati Tags: advertising, Facebook, marketing, Matt Dickman, social media, strategy, Techno//Marketer, Twitter

The age of Facebook vs. MySpace: January edition

What does the real population of Facebook look like? How does it compare to MySpace? This is the latest edition of my look at social networks and their populations from a marketing perspective.

All numbers in this post are US-only and are collected using each site's advertising management systems so they are up to date and accurate from a marketer's perspective. (Who wants to talk about populations that can't be reached by marketing? Not me.)

What you need to know right now:

• MySpace's total population is down 4% in the US
• Facebook now for the first time has more people ages 36-45 than MySpace, soon will overtake 46-50 as well as 31-35
• Facebook's over 30 growth is still booming at around 24% per category
• Facebook's under 30 growth was stagnant
• MySpace still dominant in HS and college age groups

Facebook Overview:

Facebookhad fairly consistent gains across most age groups, however for the first time I see slowdowns in the under 35 population. Surprises include:

• Less than 2% growth in the 18-21 and 22-25 year old groups (down from approx. 22% gains over past 4 months)
• 13-17 year old growth is under 8% and the 26-30 year old group gained just over 11%
• Facebook is 56.89% female and 43.11% male

MySpace Overview:

There were some surprising shifts in the population of MySpace this month. Of note:

• Overall, the US population on MySpace dropped by 4.16%
• 26.87% drop in the 36-40 age group from November's numbers
• 32.93% drop in the 41-45 age group from November's numbers
• 40.65% drop in the 46-65+ age group from November's numbers
• MySpace is 52.71% female and 47.29% male

MySpace down 4%; Facebook under 30 stagnant; Facebook finally overtakes MySpace in 36-45 populations

January's look at the real age of MySpace vs. Facebook (US)

Click to enlarge image.

Here are the actual December-January numbers:

AGE RANGE	Facebook	Δ last month	MySpace	Δ last month	overall variance
13-17	5,593,200	+7.21%	17,072,104	-2.94%	305%
18-21	10,802,300	+1.24%	20,326,180	+1.89%	188%
22-25	7,703,340	+1.87%	13,029,345	+3.32%	169%
26-30	5,966,040	+11.19%	10,528,581	-5.70%	176%
31-35	4,123,740	+18.27%	4,958,016	-15.37%	120%
36-40	3,055,720	+23.90%	2,843,813	-26.87%	93%
41-45	1,580,460	+26.74%	1,577,310	-32.93%	100%
46-50	963,900	+23.88%	981,911	-40.65%	102%
51-65+	1,416,820	+23.41%	7,030,912	-7.51%	697%

Other key takeaways and burning questions:

• These numbers represent all total users who can be reached through each site's advertising systems (not all active users)
  
• I'm continually interested in the Boomer audiences on these sites and how they engage
  
• MySpace's reporting system has been on the fritz, we'll have to see next month's numbers to get a real sense of the space
  
• MySpace skews younger than Facebook, engaging more of the highschool population
  
• Will need to look at Facebook under 30 numbers next month to see if the growth remains slow
  

What do you think? What other networks are you investigating? The demographics and targeting options on both sites let you reach your audience in targeted/tailored ways.

UPDATE: Data sources: If you're curious, here is where the data comes from on both sites.

• Facebook - Go here http://www.facebook.com/ads/create and edit the audience settings as you wish. No need to even create an ad.
  
• MySpace - Go here https://advertise.myspace.com and then click "Click here to get started". Enter a test ad. Then you can filter by age/gender/geo/etc.
  

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Technorati Tags: advertising, Facebook, LinkedIn, marketing, Matt Dickman, social media, strategy, Techno//Marketer, Twitter

You can't do that on Facebook

Hopefully you got the reference to that great TV show of the 80s "You Can't Do That on Television". This post, however, is the first in a series of posts covering a couple of common mistakes that marketers are making on Facebook. First up...

You've gotta be you.

A post on drew McLellan's blog prompted me to write about this in more detail. I think most marketers are not aware of the limitations of Facebook and they port over bad habits from other social networks. Unlike on MySpace where companies, brands and spokespeople (real or imaginary) can have a profile, on Facebook you cannot create an account that does not belong to a real person. Comprende? If it's not a real person, don't create an account.

Let's break down the Facebook terms of use that specifically cover this:

Facebook clearly states that "except for advertising programs offered by us on the Site (e.g., Facebook Flyers, Facebook Marketplace), the Service and the Site are available for your personal, non-commercial use only"

Users agree NOT to:

• register for more than one User account, register for a User account on behalf of an individual other than yourself, or register for a User account on behalf of any group or entity;
  

  This means: Don't sign up for somebody else or a group

• impersonate any person or entity, or falsely state or otherwise misrepresent yourself, your age or your affiliation with any person or entity;
  

  This means:Don't sign up and impersonate somebody else (no ghost accounts), don't create fictitious accounts and don't lie about who you are, your name, how old you are or who you represent

  
  

Hopefully this is pretty clear. Like I said, I don't think marketers read the terms and conditions on most of these sites, but it's important to know how they work and engage in appropriate, more successful ways.

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Technorati Tags: advertising, Facebook, marketing, Matt Dickman, MySpace, PR, social media, social networks, Techno//Marketer, trends, web2.0, brands

The age of Facebook vs. MySpace; November update

This is the latest edition of my look at social networks and their populations from a marketing perspective. All numbers in this post are US-only and are collected using each site's advertising management systems so they are up to date and accurate from a marketer's perspective. (Who wants to talk about populations that can't be reached by marketing? Not me.)

There were some surprising shifts in the population of MySpace this month. Of note:

• 30.32% drop in the 14-17 age group (October-November)
  
• 32.93% gain in the 41-45 age group
  
• 40.65% gain in the 46-65+ age group
  

Facebook, by comparison had fairly consistent gains across all age groups. Increases ranged from 26.30% to 30.86%.

November's look at the real age of MySpace vs. Facebook (US)

Click to enlarge image.

Here are the actual November numbers:

age range	Facebook	MySpace	variance
13-17	5,189,680	17,573,640	339%
18-21	10,668,400	19,943,000	187%
22-25	7,558,940	12,597,340	167%
26-30	5,298,480	11,128,488	210%
31-35	3,370,360	5,720,288	170%
36-40	2,325,280	3,607,996	155%
41-45	1,157,860	2,096,724	181%
46-50	733,700	1,381,044	188%
51-65+	1,085,160	7,558,656	697%

MySpace continues to lead by volume across all age groups, here are some interesting details:

• Females make up 54% of MySpace and 58% of Facebook
  
• Males make up 45% of MySpace and 42% of Facebook
  
• Facebook's largest percentage gains vs. MySpace are in the 31-35, 41-45, 46-50 and 51-65+
  
• MySpace's total US population is 81,607,176
  
• Facebook's total US population is 37,387,860
  
• 
  

Key takeaways and burning questions:

• These numbers represent all total users who can be reached through each site's advertising systems (not all active users)
  
• I'm continually interested in the Boomer audiences on these sites and how they engage
  
• MySpace skews younger than Facebook, engaging more of the highschool population
  
• Populations between MySpace and Facebook (18-50) nearly mirror each other in terms of population trends
  

What do you think? Are you considering MySpace for campaigns? What other networks are you investigating? The demographics and targeting options on both sites let you reach your audience in targeted/tailored ways.

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Technorati Tags: advertising, Facebook, LinkedIn, marketing, Matt Dickman, social media, strategy, Techno//Marketer, Twitter