Connectedness in social media

Here’s a video that may interesting for instructors and students following digital marketing or social media courses.

It features Dr Jillian Ney, the first Dr of social media in the UK. She is the brainchild behind and CEO of Disruptive Insight, a social intelligence consultancy that specialises in transforming digital noise into valuable insight for business.

She talks about the symbolism of connectedness in social media, how social networking sites do not really allow us to connect properly, and questions the future of social networking.

The web: 25 years old in 2014

Did you know that 2014 marks the 25th anniversary of the invention of the web by Sir Tim Berner’s Lee in 1989 and of course, CERN are rightly celebrating this.

You can see from this screenshot of the first site how far the web has come:

Web Timeline

It’s been fascinating to see how the web has evolved from technical project to a new way of doing business to an essential part of everyday life for most us.

For me, personally, technology has changed so much when I look back at my timeline (this taken from an earlier edition of my Ebusiness and Ecommerce Management) book. Amazing to think I hadn’t sent an email until 1991, and now…

Timeline

How does your digital technology timeline look?

There are now nearly 18 million business pages on Facebook — a stat shared during today’s earnings call by Facebook COO Sheryl Sandberg.

Facebook Director of Small Business Dan Levy announced a milestone of sorts during a small business roundtable in New York: 1 million advertisers have been active on the social network in the past 28 days.

The Mother of All Demos

I’m posting this since today since Douglas Engelbart died this week. It’s a reminder of how far we have come since 1968, but also how long it takes for the ideas of a visionary to be implemented. He failed to make much money since the mouse still wasn’t that popular by 1987 when the patent expired.

The video shows the public debut of the computer mouse. But the mouse was only one of many innovations demonstrated that day, including hypertext, object addressing and dynamic file linking, as well as shared-screen collaboration involving two persons at different sites communicating over a network with audio and video interface.

The Backlash against Google Glass has rightly started – you can prepare with these badges from Stop The Cyborgs.

They’re not technophobes, but want to call out the challenges of this technology – for example most wouldn’t want to be a victim of Glass image recognition as they walk down the street…

We present results from a series of large-scale field experiments done at eBay that are designed to detect the causal effectiveness of paid search advertisements.

Results show that brand-keyword ads have no short-term benefits, and that returns from all other keywords are a fraction of conventional estimates.

Just taking a look at this new research from eBay on PPC investments.

It shows the importance of questioning and testing media investments.

But I think it’s dangerous to read too much into the research since eBay’s brand strength is such that they have limited competition for the type of purchases made there and you would expect PPC ads to cannibalise the organic listings. I’ve seen tests from UK brands that show that brand-bidding DOES drive incremental business. You will also notice that Amazon continues to bid aggressively on AdWords and I know they test AdWords ROI extensively.

You may also know that eBay used to advertise on a huge range of keywords in a less targeted way than most businesses. The report acknowledges that eBay advertises on over 70 million keywords – you maybe saw the eBay ads for “nuclear fission”?

What businesses want from paid search is to drive awareness and sales from people who don’t know a brand and behind the main headlines and articles written about this report there is evidence that PPC is effective:

”_We find that SEM accounted for a statistically significant increase in new registered users and purchases made by users who bought only one or two items the year before.

For consumers who bought more frequently, SEM does not have a significant effect on their purchasing behavior_”.

This review of the research in Search Marketing Standard Does eBay’s Research Reflect The Effectiveness Of Paid Search? reminds us that other general studies such as that by Google (naturally) showed that across their advertisers “89% of paid search clicks are “incremental,” while roughly 66% of all ad clicks occur in the absence of an associated organic search result”.

V2MOM: A planning mnemonic from Marc Benioff of Salesforce.com:

  1. Vision: What do you want? Write it down in 10 to 15 words

  2. Values: What is most important about that vision? What are the values of the vision? Is it growth, is it quality, is it excellence? Write those things down and prioritize them.

  3. Methods: How are you going to achieve it? What are the actions that you’re going to specifically take? In priority, write them down.

  4. Obstacles: What is preventing you from achieving that outcome – right now? Write it down. What other obstacles may occur?

  5. Measures: How will you know if you’re successful? What are the measurements of success? Write it down.

Focus… is tough! These ideas on how to get it in this post on Marketing Focus from Danyl Bosomworth were new to me and look useful.

V2MOM is a clunky acronym, but I like the focus on Obstacles – often when setting objectives we don’t look at what will get in the way. When I used to manage software dev, looking at project risks was a big part of planning, so why not in business/marketing strategy:

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