我好奇故我在-數位類脈動 http://blog.roodo.com/ad264/archives/cat_664923.html 摘要國外行銷報導，中英對照 zh-tw Roodo Blog System All Rights Reserved 網路設計的演化 http://sixrevisions.com/web_design/the-evolution-of-web-design/?)

在1990年代初期有網頁以來，早期的網頁從純文字→Table-based designs表格化的設計→Flash-based web designs→3DML(少見)→CSS-based designs(將影像跟文字區隔開來)。

Since the first websites in the early 1990’s, designers have been experimenting with the way websites look. Early sites were entirely text-based, with minimal images and no real layout to speak of other than headings and paragraphs. However, the industry progressed, eventually bringing us table-based designs, then Flash, and finally CSS-based designs. ]]> http://blog.roodo.com/ad264/archives/10889221.html http://blog.roodo.com/ad264/archives/10889221.html 數位類脈動 Tue, 01 Dec 2009 17:09:19 +0800 Facebook 粉絲專頁研究數據 http://www.techcrunch.com/2009/11/28/facebook-fan-pages-77-percent/
http://www.sysomos.com/insidefacebook/

根據Sysomos公司調查粉絲專頁“Facebook Pages”(此連結可以看到facebook 粉絲專頁的全球排名，英文也可用fan pages表達)，目前約有600,000個專頁。

The highlights include: 摘要些值得注意的地方

  • Michael Jackson is the most popular page on Facebook, with 10 million fans; he is followed by actor Vin Diesel (7 million) and U.S. president Barack Obama (6.9 million).
    最受歡迎的粉絲專頁是Michael Jackson，有1000萬的粉絲，
  • On average, a Facebook Page has 4,596 fans.
    平均來說，一個專頁有4,596粉絲。
  • The vast bulk of fan pages have between 10 and 1,000 fans.
  • Four percent of pages have more than 10,000 fans, 0.76% of pages have more than 100,000 fans, and 0.05% of pages (or 297 in total) have more than a million fans.
    大部分的粉絲專頁有10到一千個粉絲，4%的專頁有超過1萬個粉絲，0.76% 的專頁有超過10萬個粉絲。
    • 95% of pages have more than 10 fans
    • 65% of pages have more than 100 fans
    • 23% of pages have more than 1,000 fans
    • 4% of pages have more than 10,000 fans
    • 0.76% of pages have more than 100,000 fans
    • 0.047% of pages have more than one million fans (297 in total)
  • Overall, the most popular “category” for Facebook pages is “non-profits”, while “celebrities”, “music”, and “products” are the most popular categories among pages with more than one million fans.
    一般來說，最受歡迎的類別是「非營利組織」，而在超過一百萬粉絲的專頁中，「名人」「音樂」跟「產品」最最受歡迎的類別。
  • On an average Facebook Page, the administrators create one wall post every 15.7 days. Among pages with more than one million fans, one wall post is created for every 16.1 days. This suggests that wall post frequency does not correlate with a page’s popularity.
    一個典型的粉絲專頁，版主約每15.7天貼文一次，超過一百萬人的粉絲專頁約每16.1天貼文一次。這個表示了貼文的頻率跟專頁的受歡迎程度沒有直接關係。
facebook 跟 Twitter 的比較：
  • And unlike on Twitter, where popularity is correlated with how many times you Tweet, Facebook fan pages tend to be updated only once every 16 days.  And that’s really the big difference between Facebook fans and Twitter followers. On Twitter, you follow someone because you want to hear what they have to say. On Facebook, you fan them just to show your support of affinity.  Too often, it’s a throwaway gesture.  But then, fame is fleeting.
    不像twitter，twitter受歡迎的程度是跟PO文的次數相關。可以說在twitter上follow某個人，是因為你想要聽他們說什麼？在facebook上，你加入粉絲專頁只是要表達你的支持而已。
  • People with 100 followers send out an average of 2.4 Tweets per day, while those with 1,800 followers Tweet an average of 10.2 a day. 有100個粉絲的人大約每天發出2,4個Tweets訊息，然而有1,800個粉絲的人則發出10.2個訊息。
  • Sysomos looked at 11.5 million Twitter accounts and concluded that the top 10 percent of Twitter users produce 86 percent of the Tweets.
    在1,500萬的twitter帳號中，排名前10%的帳號所發出的訊息約佔twitter總訊息的86%。
]]> http://blog.roodo.com/ad264/archives/10882047.html http://blog.roodo.com/ad264/archives/10882047.html 數位類脈動 Mon, 30 Nov 2009 20:31:01 +0800 Twitter 八月時的方向改變 http://mashable.com/2009/07/28/twitter-version-2/

Twitter 首頁的"What are you doing" 在今年七月底改成"What's happening?"



長一點的解釋版本：
過去定位：“Twitter is a service for friends, family, and co-workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?
現在定位：
“Share and discover what’s happening right now, anywhere in the world”

也就是說不著重在個人的社交世界(personal network)，想要跟Facebook作區隔開，twitter更進一步想要讓大家談論世界上發生的事情，排行出What the trend?以及解釋原因，請見http://www.whatthetrend.com/

為什麼在新的定位中，twitter要拿掉you?而改成"entire world"? 因為non users不使用的原因是：
“I just don’t have anything to say.”
“I don’t need to update people on my life.”
“It’s for people with followings and something to promote, not for me.”
感想：這種微blog有2種形式：
  • 「一個問句」：facebook也有用問句"What's on your mind?"
  • 「一堆動詞」：plurk則是一堆動詞。
為什麼這些方框都會有一個問句呢？我想是要引導使用者吧。twitter現在有點像新聞的定位，追逐世界上關心的議題，未來可能會跟一些新聞媒體結合吧？plurk則是我最不愛用的，因為畫面很麻煩，要一個一個點來看，多半是gossip的內容，不太吸引我。 ]]> http://blog.roodo.com/ad264/archives/10818715.html http://blog.roodo.com/ad264/archives/10818715.html 數位類脈動 Tue, 24 Nov 2009 14:13:57 +0800 A cost-per-engagement model http://www.marketingweek.co.uk/pg-gets-the-measure-of-online-advertising/3006895.article

網路廣告通常被視為沒價值除非有click，網路IAB指出網路品牌廣告(brand advertising)只佔全部廣告的5%。
In the current way of thinking, internet advertising is worth nothing unless there’s a click. At last week’s Engage conference, Internet Advertising Bureau (IAB) chairman Richard Eyre pointed out that brand advertising online only accounts for about 5% of the total. The rest is various forms of direct response.

通常網路會跟直效行銷(direct response advertising)歸在一起。但是品牌跟直銷行銷是不可分開，所有的品牌經營最終目的都是要幫助銷售。The point of all brand advertising is ultimately to drive a response in the form of greater sales.

如果將產品區分為兩類，有一種產品是需要多一點的解釋，很適合用網路，但是另一種產品類別沒有太多資訊可以講，所以只能講跟產品相關的東西。
The problem is that online as a medium is brilliant at handling information. This is why financial services companies, for example, have embraced interactive media so enthusiastically. Propositions that are complex and hard to explain in print or in broadcast media can be simplified online with charts, calculators and examples. But if your product isn’t heavy with information, you can run out of things to say pretty quickly. Hence the rash of online campaigns for FMCG brands that don’t talk about the product, but about something associated with the product. This can work brilliantly, as Johnson & Johnson’s BabyCentre or Persil’s school holiday information service for mums did. But when it doesn’t, not only is it cringingly embarrassing, its failure is obvious.

因此，有些品牌開始重視engagement。以前是以消費者在某網站的停留時間長短作為指標，停留久有可能表示消費者很吸引人，或是動線複雜需要花很多時間找到想要的資訊。
As a result, we’ve seen more brands starting to emphasise engagement as a key metric for their online advertising. The idea of monitoring how involved consumers are with a brand is not new, but what’s changed is the way it’s being done. In the past, one of the key measures of online engagement was dwell time on a brand’s site. But does a long dwell time indicate that potential customers find your site engrossing, or that the navigation is so bad that it takes them ages to find what they want?

所以現在衡量engagement有新的方式，廣告主不單純只思考CPM或是點閱率。在今年九月P&G用一種新的付費方式brief給媒體業者，不再依據單純看廣告、而是依據訂閱電子報、玩遊戲、看影片等等方式來付費。
So now new approaches to engagement are appearing. Brands are moving away from simple CPM deals and click-through rates. Indeed, back in September it emerged that Procter & Gamble was briefing media owners about a new payment model that would see publishers paid more for users that go beyond simply seeing the ads and sign up for newsletters, play games or watch videos, for example. ]]> http://blog.roodo.com/ad264/archives/10777597.html http://blog.roodo.com/ad264/archives/10777597.html 數位類脈動 Fri, 20 Nov 2009 12:02:05 +0800 對媽媽來說，offline的朋友仍具左右品牌選擇的影響力 For Moms, Offline Friends Still Wield Heavy Brand Influence 很具有啟發性？怎樣說呢？因為對於行銷目的來說，消費者怎樣得知產品訊息是最重要的，那消費者會在社交網站上得知呢？還是產品官網呢？又或是跟自己offline的朋友詢問呢？或者是其他管道？在這麼多訊息來源中，哪一個又是最有力？

原文是研究媽媽這個族群，美國媽媽最常用facebook，高達81%，但是只有24%使用它來獲取產品訊息。
A whopping 81% of moms use Facebook, but again only 24% use it for product information.

雖然媽媽是很熱衷網路使用者，但是當他們要作購買決定時，仍喜歡先問家人或朋友，不管透過電話、email或是親自面對面詢問。也就是offline消息來源影響力大於online。
while moms are avid web and social-media users, they still turn to family and friends first, whether by phone, e-mail or in-person, when making decisions about product purchases.

如果要用網路找某品牌的訊息時，高達80%的媽媽會去官網查詢，以及65%的媽媽會訂閱電子報服務。也就是說social media的用途是for fun跟社交，不是用來找品牌資訊的。媽媽們會說："I'm not in the mood to have a conversation about a product. But when I am in the mood, I'll go directly to that marketer."

另外一個九月的調查發現只有1%的媽媽認為部落格是溝通品牌的有效工具，比較有效的作法是給予產品samples(47%)或是折價券(40%)。
A September online Prospectiv study found that only 1% of moms surveyed thought blogs were the most effective way to promote a brand, while almost half (47%) cited product samples offered online, and another 40% said coupons were better ways to plug a product.

或許媽媽們會先自己在網路上搜尋資訊，然後再去詢問自己信任的家人或朋友吧！文章末尾說：媽媽們可能在offline的對話中，是聊到online的消息呢！

moms.jpg
]]> http://blog.roodo.com/ad264/archives/10606339.html http://blog.roodo.com/ad264/archives/10606339.html 數位類脈動 Sat, 07 Nov 2009 19:40:42 +0800 數位跟傳統廣告公司之爭 source:
http://adage.com/digitalnext/post.php?article_id=140166
http://www.revolutionmagazine.com/news/964347/Agency-bosses-old-change-resistant-claims-Sorrell

這篇Why Digital Agencies Aren't Ready to Lead引起很大爭議性，簡單說傳統公司具有「老」「舊的但熟練的marketing知識」，而數位公司是「年輕的」「比較偏向執行面的思考」。而一個客戶需要具有對品牌的深度經營，但是也需要翻新溝通手法。所以，廣告公司需要在傳統知識跟新知識之間求得平衡。

文中也提到一件事情，傳統公司因為瞭解客戶比較久，IMC行銷整體操作面也比較熟練，意味業務就已經要花很多時間處理了，沒有多餘的時間來學習數位。另外，數位公司所執行跟規劃的也是很細的工，也要耗費很多的時間。兩種公司的型態都各自被手上的事務卡死。

<數位公司在美國的現況>
  • 在美國，除了R/GA這家公司外，沒有其他數位公司可以坐在客戶的董事會會議室。
    With the exception of R/GA, there is no other digital shop or agency that has or can consistently take a seat, and a leadership role, in the client's boardroom.
  • 因為網路變化太快，所以數位公司需要跟上，所以要建立一個固定的工作或思考模式比較難，大部分是鬆散的扁型蟲組織(所以每個人都可以跟CEO共事)。
    Digital Media agencies are young (for the most part). Most importantly, I think, is that digital media agencies HAVE TO keep up with changes. There can be no complacency because the digital world is changing so quickly. Establishing practices and procedures is hard to do when there is a new social networking site every few months. It's a lot to stay on top of.
  • WPP集團總裁Sorrell批評儘管網路成長快速，但是品牌只有花約13%的行銷預算於網路上。他說：以後WPP不是廣告公司，而是將科technology技放在發展的中心。
    Delivering the opening keynote session at ad:tech New York, Sorrell criticised brands for investing an average of just 13 per cent of their marketing budget online despite the rapid increase in digital media consumption.... Sorrell claimed that WPP is "certainly not an advertising agency any more" and insisted that "technology is at the centre" of its development. "The companies that win are those that innovate successfully," he said. <04 November 2009>
]]> http://blog.roodo.com/ad264/archives/10574563.html http://blog.roodo.com/ad264/archives/10574563.html 數位類脈動 Thu, 05 Nov 2009 12:54:34 +0800 什麼是雲端運算 Cloud computing? http://www.physorg.com/news159011833.html)

這一篇解釋雲端運算很清楚明白，雲端運算可以讓公司行號「在需要時」買「想要的服務」，譬如銷售有淡旺季，可以在旺季時買所需要的服務，如以下服務：
  • business processing (advertising, e-commerce and payments processing) software-as-a-service
  • systems infrastructure (storage and backup services
好處是剛開始的公司不需要在硬體設備花大錢，而是隨使用量花錢就好；也可以說這樣的彈性方式讓跨入經營的門檻降低。

而現代科技的監控技術也可以讓企業放心，如果跟Amazon買服務，如果它的主機當了，技術會自動找另一台主機代替。

Cloud computing refers to a distribution-and-pricing model in which companies can purchase services such as software, bandwidth, server space and web applications over the Internet on an on-demand basis. For example, a retailer needing a little extra computing power during holiday shopping season can rent out additional server space from “clouds” like Amazon Web Services for that period.

One of the important benefits [of cloud computing] is that the resources scale up and down in a flexible manner. If a company has major peaks and valleys in their usage, they are able to accommodate the peaks without paying for full, peak capacity all the time. They only pay for what they use, and they get the benefit of never being out of capacity.
* capacity the maximum amount ]]> http://blog.roodo.com/ad264/archives/10509503.html http://blog.roodo.com/ad264/archives/10509503.html 數位類脈動 Sun, 01 Nov 2009 15:51:39 +0800 網路廣告版面News The number of people online who click display ads has dropped 50% in less than two years, and only 8% of internet users account for 85% of all clicks, according to the most recent "Natural Born Clickers" study from ComScore and media agency Starcom.

source:http://adage.com/digital/article?article_id=139367

<8/22/2009>

Ad effectiveness depends less on size than it does on shape and placement, according to Dynamic Logic.
最近美國有幾家網路媒體嘗試大版面廣告，也就是一整頁web page都是廣告。但是根據Dynamic Logic的研究，廣告的形狀跟位置比尺寸重要。

The ad-effectiveness measurement firm crunched results from 4,800 campaigns and found the best-performing ad unit, in terms of metrics such as brand awareness, recall and purchase intent, was the humble 180-pixel-by-150-pixel rectangle ad.
這家作廣告效果評估的公司從四千八百個campaign中發現表現最佳的廣告單位，以品牌知名度、回憶度以及購買意圖而言，180-pixel-by-150-pixel 的長方形廣告勝出。

Ads that surround content -- well-worn skyscraper and leaderboard units -- are the least effective, as people have developed "banner blindness," he said.
而最差效果的廣告，是skyscraper 跟728x90 Leaderboard ad，也就是包圍在內容附近的廣告，人們已經自然而然會不看這種類型廣告。因為人們會專注在內容上，會自動過濾掉周圍的廣告。對於會阻礙內容的廣告，如果尺寸愈大，反而會讓人覺得干擾，不一定是好事。"get noticed"跟"being intrusive"的界線很微妙！

此文引起的迴響中，我覺得此君觀察很好？
(source: http://thedarkly.tumblr.com/post/168402496/the-real-reason-why-large-online-ads-dont-work)

The real reason why smaller ads beat out the gigantic ads at the top of the page? Because consumers, especially those from younger generations, don’t want to be blatantly marketed to. While the web’s demographic increasingly gets older, the facts say that the majority of users fall within Gen X and Gen Y. Two generations that generally love creative advertisements, but don’t like when products are pushed upon them. These generations love strategic, subtle marketing and prefer to feel like they discovered brands on their own. Now, huge, flashing online ads don’t really cater to their wants and needs, do they?
小一點廣告會打敗巨大廣告的真正理由是因為網友通常是年輕一點的族群，他們不喜歡明目張膽的廣告，他們喜歡富有創意的廣告l，喜歡低調一點、有策略想法的行銷方式，喜歡自己發現品牌，不喜歡太hard sell。 (繼續閱讀...) ]]> http://blog.roodo.com/ad264/archives/9193201.html http://blog.roodo.com/ad264/archives/9193201.html 數位類脈動 Fri, 02 Oct 2009 16:36:32 +0800 百事可樂靠網路在大陸排名第一 http://www.businessweek.com/magazine/content/09_39/b4148051511340.htm?chan=magazine+channel_in+depth )

Pepsi's Web-Smart Thrust into China
Its promotions have made it the No. 1 cola in the mainland
百事可樂的網路策略讓它在中國市場稱霸

By Bruce Einhorn and Frederik Balfour

Shanghai - On a stage built in a disused Shanghai factory, a young bassist paces nervously, a stainless steel bicycle chain dangling from his belt. As his group prepares to perform for a standing-room-only crowd, a bandmate tilts his hat over one eye, doing his best to look like Justin Timberlake.

Welcome to Pepsi's Battle of the Bands. The American Idol-style television show is a big component of the company's brand-building efforts in China. Some 6,000 bands tried out for 10 spots on the show, which was broadcast nationwide and streamed to Pepsi's Web site. The winner, a five-piece combo from Tianjin called Focus Point, got $30,000, a trip to a Los Angeles recording studio, a car, and a role in a Pepsi TV ad.

百事群音 (http://pepsi.sina.com.cn/index.php)
  • 2006~2009年百事slogan: 百事我創
  • 活動大使五月天
  • 百事群音主題曲《放肆》
  • 冠軍隊伍可得：20萬培訓基金、價值22萬人民幣的白金級樂器、好萊塢培訓之旅、926廣州演唱會、POLO sporty在內的百萬巨獎，更將獲得價值百萬的新浪媒體宣傳。
  • 長達兩個多月的比賽(暑假期間)
Worldwide, of course, Pepsi (No. 23 on BusinessWeek 's Best Global Brands survey) remains far behind Coca-Cola (KO) (No. 1). But by at least one important measure, Pepsi is beating its archrival in China. It's the No. 1 cola, with 23% of the soda market, vs. Coke's 22%, according to researcher Euromonitor International. The country "represents our single biggest opportunity today outside the U.S.," says CEO Indra K. Nooyi, who spent 12 days in China this summer.

Pepsi thinks the Internet is key to unlocking that opportunity. In August the company launched the "Pepsi Creative Challenge," soliciting online birthday wishes marking the 60th anniversary of the founding of the People's Republic. Last year a promotion called "Go China," before the Beijing Olympics, encouraged people to send in patriotic slogans and pictures of themselves. Pepsi got 28 million submissions and more than 122 million votes to decide the winners, whose photos and slogans were printed on soda cans. And in 2006, some 28,000 Internet users submitted scripts for a Pepsi TV ad. "Pepsi [in China] is one of the best digital marketers anywhere," says Tom Doctoroff, North Asia director for ad agency JWT.

百事我創，共鳴中國

  • 在QQ輸入創意， 就能讓你祝福新中國60周年生日的聲音被聽到！

百事我創我要上罐
  • “百事我創我要上罐”網路活動， 超過1.4億人投票後產生的21名上罐英雄和中國之隊的體育選手成為罐身主角。
  • 上傳照表現"支持中國體育隊參加盛大國際體育運動比賽為主"、為中國隊加油的照片到pepsi.tom.com參加「百事我創 我要上罐」活動，就有機會成為21名登上百事中隊紀念罐的其中一員，出現在全國超過一億個百事可樂罐上並有機會獲得內含5,000元人民幣消費金的招商銀行百事紀念卡。
  • 為了讓更多的人“為中國隊加油”的激情得到釋放，共同支持中國，百事突破“藍色”神話，推出以中國紅為底色的“中國隊百事紀念罐”。
The promotions are the brainchild of Harry Hui, Pepsi's chief marketing officer for China. The former head of Greater China for Universal Music, Hui is serving as producer of Battle of the Bands and is one of its three judges. "Consumers in China are bombarded with messages, so merely telling them what they should drink or eat might not resonate," Hui says. "Giving them a platform where they can talk back fosters a deeper relationship with the brand."
TEMPORARY FIZZ?

Web campaigns are growing in importance for most foreign companies in the mainland. With more Chinese than Americans online, social media and blogs are "a must-have component of marketing in China," says Sam Flemming, chief of CIC, a research firm in Shanghai that works with Pepsi.

Coke, meanwhile, is no stranger to the Net, and it's turning up the heat in China, too. Pepsi may be the No. 1 cola, but it's behind Coke's Sprite, the top soda in the country. Coke's Minute Maid leads the juice segment, with 10.3% of the market, vs. just 1.4% for Pepsi's Tropicana. Coke also sponsors an American Idol-style competition of its own, and its iCoke Web site is a popular portal for gamers in China. "Everyone knows about iCoke," says Tony Ip, China managing director for G2, Grey Group's digital-marketing arm. Though Pepsi's big campaigns create a lot of buzz, it's short-lived, he says. "I don't see them building equity," says Ip.

Pepsi executives counter that the efforts will pay off as they move into juices and other noncarbonated drinks. But they acknowledge that marketing can get you only so far in China and that plans to boost distribution are equally important. To really succeed, says Ken Newell, Pepsi's beverage chief for the country, "we must build plants further into China." ]]> http://blog.roodo.com/ad264/archives/9982923.html http://blog.roodo.com/ad264/archives/9982923.html 數位類脈動 Fri, 18 Sep 2009 10:53:34 +0800 傳統媒體在台灣依然是主流 http://www.epochtimes.com/b5/8/10/18/n2300634p.htm)

根據OMD浩騰媒體最新的研究，在進行調查的亞洲地區，有79%的受訪者表示，他們的購買興趣是被電視、報紙、雜誌和廣告等傳統大眾媒體的廣告所激發，只有19%是受新興媒體廣告所影響。 ]]> http://blog.roodo.com/ad264/archives/9690737.html http://blog.roodo.com/ad264/archives/9690737.html 數位類脈動 Thu, 06 Aug 2009 17:00:47 +0800 BusinessWeek 線上經營模式 (source: http://www.mediaweek.com/mw/content_display/news/digital-downloads/broadband/e3i45a4bf33efc179170479cfd1665e3529)

商業雜誌最擅長採訪商業界成功人士或模式，所以看他們本身的經營策略很有趣。這是6/14 MediaWeek的新聞：

In the latest online paid content experiment by a publisher, BusinessWeek will create a special presentation of its print magazine content that will only be available to subscribers. Roger Neal, general manager of BusinessWeek.com, said that while the magazine’s content will be available on the site for all to see, subscribers will get a different experience of the print content online.
BusinessWeek 會針對其紙本訂戶，線上提供一個特別的專屬內容。雖然目前BusinessWeek線上所有的內容是免費，但是紙本訂戶會有一個不一樣的體驗。

Neal said the subscriber-only view would be print-like in presentation. He said the goal is to serve both paying and nonpaying readers by “making all our content available to Internet users but still providing a special privilege for print subscribers.” Users will get other benefits, like instant access to the print content online.
所有的內容雖然所有網路使用者都可以看到，但是針對訂戶會有像「印刷那樣」的內容呈現方式。訂戶還有其他利益，譬如立即可以獲得線上印刷內容。(不知道意思就是說：文字內容一樣，只是排版方式有差異？)

The new paid/free strategy is part of a site relaunch in July which will consolidate its many channels into three focused on breaking news, analysis and community. The last one will include Business Exchange, the site’s recently created business social net. New and more ad units also will be offered. Underlying the changes is a new tech platform designed to enable real-time site updates, Neal said.
在今年七月會上線付費/免費服務，其新站策略會專注於：即時新聞、分析，以及社群這三個方面。最後一個服務包括Business Exchange這個平台，這是最新的商業social net。這一次的改版著重於即時網路更新。

More broadly, the site redesign is part of the McGraw-Hill Cos. weekly’s answer to the question of how to differentiate online from print. While the site emphasizes breaking news and community, the magazine is focusing on stories that are forward looking and actionable, as the title will try to do with its summer double issue, which makes the case for “rational optimism” about the economy.
至於紙本跟網路的BusinessWeek有什麼不同之處？網站是強調即時新聞跟社群，而實體雜誌本身專注於具有前瞻、可以行動的新聞。 ]]> http://blog.roodo.com/ad264/archives/9237551.html http://blog.roodo.com/ad264/archives/9237551.html 數位類脈動 Tue, 16 Jun 2009 12:51:09 +0800 twitter 跟 google 搜尋時間的差異？
Twitter’s search engine can show users things that were published just a minute or two ago.  Google Blog Search and Google News operate more in increments of quarter- or half-hours.
Twitter在使用者發表後一兩分鐘之內就可以搜尋到，但是Google需要15或30分鐘的時間，才能搜到。
(source) ]]> http://blog.roodo.com/ad264/archives/9237499.html http://blog.roodo.com/ad264/archives/9237499.html 數位類脈動 Tue, 16 Jun 2009 12:42:38 +0800 線上最好的報業出版策略：免費還是付費？ (source:http://www.jatinmahindra.com/2009/06/03/online-newspapers-best-content-publishing-strategy-free-or-paid/)

In this video interview, Alan Murray, Executive Editor at the Wall Street Journal, reveals quite a different story and vision from the one we have been hearing over the news. Murray reveals a more balanced strategy in which both free and paid content can play a strategically important role in which the two approaches complement each other rather than being opponents of two opposing extremes.
在這個訪談中，華爾街日報執行編輯Alan Murray講了一個不一樣的觀點。他認為「免費」跟「付費」在策略上，是可以互補的，不是一定對立的。

(要看影片內容可以點上述連結，下方有訪談內容全文)

訪談重點如下：
  • The best content publishing model is a mix of paid and free content.
    最好的內容策略是兼具「付費」跟「免費」。
  • The content you don’t give out for free will be published elsewhere and you will lose traffic.
    如果針對大家很關心的大消息收費，那消費者會找其他免費的管道閱讀，你的讀者就會流失，等於你將顧客送給競爭者。
  • Do not charge your audience for the most popular content you have on your site.
    所以針對此塊大家最感興趣的內容，可以吸引traffic，不應該收費。而是可以靠廣告營收。
  • Target your paid content to highly-focused niches.
    但是華爾街日報對於商業以及財務報導，具有一定品質，這是我們的核心，也是跟一般general news有區隔的地方。收費的部分可以針對很利基需求，消費者非常希望想要知道，不惜付費觀賞。舉例來說：當地的體育賽事新聞就有人很關心，因為他的小孩有參加比賽。又譬如德州有報導石油業鑽機數量(oil rig counts)的付費服務。
    We’re working on a premium initiative to launch a series of more, as you say, niche or narrower information services that we can sell at a premium to smaller groups of subscribers on subjects that they care most about.
    對於各式各樣很利基的閱讀需求，正在開發這種類型的付費服務。
]]> http://blog.roodo.com/ad264/archives/9237467.html http://blog.roodo.com/ad264/archives/9237467.html 數位類脈動 Tue, 16 Jun 2009 12:04:29 +0800 對Twitter 不利的數字 http://blog.nielsen.com/nielsenwire/online_mobile/twitter-quitters-post-roadblock-to-long-term-growth/)
這是今年四月的市調，聽了在美國工作的大學同學才知道有高達60%的人用了twitter之後不再用了！

Currently, more than 60 percent of U.S. Twitter users fail to return the following month, or in other words, Twitter’s audience retention rate, or the percentage of a given month’s users who come back the following month, is currently about 40 percent. For most of the past 12 months, pre-Oprah, Twitter has languished below 30 percent retention.
因為Oprah有帶動twitter使用，在她宣傳之前的12個月，只有30％的保留率，她宣傳之後有40％的保留率。

To understand why this poses a problem for Twitter, check out the chart below. By plotting the minimum retention rates for different Internet audience sizes, it is clear that a retention rate of 40 percent will limit a site’s growth to about a 10 percent reach figure. To be clear, a high retention rate doesn’t guarantee a massive audience, but it is a prerequisite. There simply aren’t enough new users to make up for defecting ones after a certain point.
這個對於Twitter來說，為什麼是一個問題呢？低的保留率會限制網站的成長，reach只到10。雖然高的保留率不保證有很多群眾，但是這是一個不可或缺的前提條件。

(上圖這個表是跑整體social media的資料，所做的迴歸分析。然後拿twitter的retention rate是比對推估internet reach。如果你跟我一樣，問了一個問題就是：如果有一個新的social media網站只有10人，但是retention rate有90%，比對此表豈不會會出現很奇怪的結論？感謝Sean解釋，喚起我對統計的記憶。所謂的regression model是就現有的data算出一個關係公式，然後用r square去評估那個variable有沒有存在意義。所以我剛剛的例子屬於極端案例，算是outlier。)

Compare it to the two heavily-touted behemoths of social networking when they were just starting out. Doing so below, we found that even when Facebook and MySpace were emerging networks like Twitter is now, their retention rates were twice as high. When they went through their explosive growth phases, that retention only went up, and both sit at nearly 70 percent today.
此數字跟Facebook和MySpace當初剛起步時作比較，這兩個前輩網站的保有率都比Twitter高兩倍。當這兩家經過高速成長時其實，保有率數字只有增加，現在這兩個站大約有70%的保有率。

 

]]> http://blog.roodo.com/ad264/archives/9219421.html http://blog.roodo.com/ad264/archives/9219421.html 數位類脈動 Sat, 13 Jun 2009 23:39:56 +0800 China已經有但是台灣沒有的QikRoam

What is Qik Roam?

就是全球漫遊SIM卡，使用方法就是把自己手機原有的SIM卡改換成這家公司的，但是前提是您的手機業者有跟這家公司合作。優點是可以省下大量在手機使用影音服務的費用，據說可以省下80%。全球213家都可獲得這樣的服務，但是清單上，我沒看到台灣的名字。

QiK Roam is a solution to set you free from expensive roaming charges when using your mobile device while traveling. Instead of coming home to a nasty shock in the form of a gigantic bill from your cellular service provider, you can take advantage of Qik Roam's hugely discounted voice and data rates in more than 213 countries. Qik Roam's pre-paid service insures that you never get an unexpected charge while using your mobile device abroad.

Practically speaking, QiK Roam is a global roaming SIM card that you insert into any unlocked, tri-band cellular phone. While using the Qik Roam SIM in your phone to make and receive calls, send and receive SMS text messages, check email, browse the web and live stream video via Qik, you will enjoy discounts of up to 80% over standard global roaming charges.

(source: http://www.qikroam.com/Info/Faq.aspx)

回過頭講一下微軟替Discovery Channel "Deadliest Catch" 做到什麼效益？
吸引該"Deadliest Catch"有史以來最高收視416萬viewers。
Discovery Channel's "Deadliest Catch" on Tuesday attracted 4.16 million viewers for the premiere of the popular show's fifth season. The audience was the show's best ever.
(source)

花多少錢的廣告預算？Discovery在"Deadliest Catch"播出當日，包下一整天90%的微軟線上廣告，花了七位數字。
On the day of the premiere, Discovery bought up more than 90 percent of Microsoft’s online and mobile advertising inventory, as interactive Deadliest Catch creative appeared on MSN, Windows Live Hotmail, the MSN Mobile home page and Xbox Live. While Discovery did not disclose the cost of its 24-hour takeover, the company confirmed that the deal ate up the show’s entire seven-figure online marketing budget. (source)

]]> http://blog.roodo.com/ad264/archives/9153783.html http://blog.roodo.com/ad264/archives/9153783.html 數位類脈動 Thu, 04 Jun 2009 17:51:18 +0800 廣告主怎樣看網路行銷？
  • 傳統方式是建一個活動網站，然後買banner導流量過去；當我看到addidas走入facebook，持續經營會員，並設定一個「your area」頁面，讓不同國家的fans方便觀看。我找了台灣addidas的官網，會員部分只有很單純留下email以便收到新消息。我看到企業放下身段，在各主要的social media跟消費者互動，不會強求消費者一定要上企業網站。Nick 回應說：in the digital age... old programs were based on a push strategy; however, company's are now shifting gears and adopting pull strategies to engage consumers on a deeper level.
  • 我另一個思考網路行銷的問題是：網路強調互動、比其他媒體更可以追蹤成效，既然如此美好，為什麼廣告主不見得很勇敢的投資呢？我觀察到的是比較講感性成分的品牌，比較願意在網路上跟消費者持續溝通；其他的很容易流入「打帶跑」的模式，也就是沒有延續性。
後續，看到有篇文章討論，不過也有爭議，馬上就有廣告公司CD在文章下面嗆聲，摘要如下:
(source:http://adage.com/smallagency/post?article_id=137057)。
  • 今天下午閱讀到一篇文章講傳統廣告公司。If you asked me where traditional agencies have the most digital credibility today, I would point to the areas of campaign-specific microsites and banner ads. That's not terribly surprising, because these things are the closest to what we've always called "advertising" and the least complex from a development perspective
    ....While our agency does plenty of microsites and banners, the digital space offers many other incredible possibilities to build brands and businesses: product and company Web sites, e-commerce, CRM programs, SEO, gaming, paid search, social media, apps, widgets, etc.
    如果你問我傳統廣告公司在數位哪一個方面作得最好？我會說以某特定campaing為主的活動網站以及banner。這不令人驚訝，因為這些東西看起來跟我們老是叫「廣告」的東西很像，而且從製作觀點來看，比較不複雜。但是數位空間其實還有很多種無限可能，可以幫忙建立品牌，像是產品企業網站、電子商務、CRM顧客管理、SEO搜尋最優化、遊戲、付費搜尋、社交媒體、應用程式、網站小元件等等。
  • While traditional agencies often bring formidable strategic and creative resources to the table, they're just as often lacking when it comes to essential disciplines like user-experience design, digital production and optimization.
    當傳統廣告代理商帶著神聖不可侵犯的策略以及創意資源到會議桌，他們其實是很缺乏瞭解一些重要原則，譬如使用者體驗設計、數位製作以及關鍵字搜尋最優化。這些很重要的東西，需要放進去策略中思考，不是最後執行的一個環節而已。
  • 心得：網路這個工具強大，但是方法要用得好、用得巧，才能發揮之。如果用傳統思維想網路行銷內容，投資獲益可能不容易。一旦客戶投資不如預期，就會害怕。
]]> http://blog.roodo.com/ad264/archives/9153427.html http://blog.roodo.com/ad264/archives/9153427.html 數位類脈動 Thu, 04 Jun 2009 16:24:29 +0800 比較美國與台灣2008年的網路廣告市場 台灣網路廣告市場其實比例跟美國差不多。另外，經濟不景氣，衰退最快是平面媒體，美國報紙媒體在本年度Q1下跌更慘的低點，但是不代表網路廣告有成長，吃下報紙衰退的部分。事實上，2009年Q1美國的網路廣告也衰退5%。

台灣市場：
  • 由以下數字可以推算出網路佔所有廣告媒體市場12.4%。
  • 根據台灣尼爾森公司媒體研究最新的媒體廣告量監播服務調查顯示，2008年電視、報紙、雜誌、廣播、戶外媒體之五大媒體廣告量為新台幣423.7億元，較2007年453.8億元大幅減少了30億元，降幅達6.6％，衰退幅度僅次於2005年的10.1％。(source: http://tw.nielsen.com/site/news20080128.htm)
  • 根據IAMA所提供的研究數據顯示，2008年台灣整體網路廣告市場規模達到59.76億新台幣左右的規模，較2007年成長20.72，其中網站廣告部分為38.94億新台幣，成長16.00，佔整體網路廣告市場總額的65.15，關鍵字廣告部分則成長30.64，達到新台幣20.82億元的規模，佔整體網路廣告總額的34.95。(source: http://blog.sina.com.tw/kikimai/article.php?pbgid=4453&entryid=581515)
美國市場：
摘要Internet Advertising Revenue Report，想要知道美國網路市場數據資料，看此單位Interactive Advertising Bureau發佈的就對。
  • 2008年美國網路廣告 VS 其他媒體，可以推算出網路佔所有廣告媒體市場12.5%
  • 2008年美國網路廣告有成長10.6%
  • 2008年網路廣告類型format: Search佔最大(45%)
]]> http://blog.roodo.com/ad264/archives/9147537.html http://blog.roodo.com/ad264/archives/9147537.html 數位類脈動 Thu, 04 Jun 2009 00:02:02 +0800 Google Wave 特色
想要看2009 keynote總整理影片可點：
http://tech.cipper.com/index.php/archives/590

想要見識一下Google以Lego作有趣的開場白，第二天現場照片，請點：
http://www.mobile01.com/topicdetail.php?f=423&t=1077465

那到底今年講了什麼最吸引人的東西呢？那就是google wave


以下是原文超長的報導：
http://www.techcrunch.com/2009/05/28/google-wave-drips-with-ambition-can-it-fulfill-googles-grand-web-vision/

Developed by brothers Lars and Jens Rasmussen and Stephanie Hannon out of Google’s Sydney, Australia offices, Wave was born out of the idea that email and instant messaging, as successful as they still are, were both created a very long time ago....“Wave is what email would look like if it were invented today.”
有人看過長達80分鐘的影片介紹之後說，這個機制看起來就像outlook。點子的起源是email與即時通訊，簡單說，google設計這樣開放的平台，整合個人常使用的社交工具(email, IM)以及網站(facebook, plurk, twitter)等等更多服務，將複雜東西納入，可以簡單化使用跟管理。

其實，我覺得很好玩的是網路從集權化、然後多元化下放，然後又有人提供一個整合工具再合起來。


舉幾個google wave特色：
  • Real-Time mode: 當你打一個字，對方會馬上看到；有別於現在即時通你打完之後送出。如果你不想這麼即時，也可以改用draft模式。
  • Playback：可以將書寫歷程播放出來。
  • 結合上述功能，當團體想要共同完成一個文件時，如果A君正在進行，其名字會被明顯標示，你就知道有人在進行。由於訊息可以做到一個字一個字的即時，所以你可以不用擔心會重複到別人已經進行的部分。甚至團體的編輯過程也可以playback，讓你知道剛剛發生了什麼事情？
    You can also edit things wiki-style with concurrent group collaboration. As anyone who has ever tried to group-edit a document on something like Google Docs knows, this can get tricky fast. But Wave offers a nice UI and real-time edit updates to ensure that even a few people editing something in a wave don’t step all over each other. When someone is editing something, you see their name outlined by a brightly colored box next to the edits they are making in real-time. If you get confused, you can just use the Playback feature I described above to jump around and see the edits.
  • 上傳照片，只要拖曳到視窗就好。google wave很多功能，都可用拖曳。
    Say you want to share some recent photos on Wave, if you have a browser with Gears installed, all you have to do is drag and drop the pictures right into the Wave window.
]]> http://blog.roodo.com/ad264/archives/9132297.html http://blog.roodo.com/ad264/archives/9132297.html 數位類脈動 Tue, 02 Jun 2009 13:59:28 +0800 用BANNER測試廣告概念
有一個很特別的執行點提出來給大家參考，這種測試一般廣告主會擔心商機洩漏，所以改挑免費email中的廣告版面，可以透過email users profile找對人，然後在他的email帳號裡刊登banner廣告。如此一來，冷門頁面的廣告版位有了利用價值，廣告主獲得隱私，真是不賴的想法。

摘要如下：
(http://www.nytimes.com/2009/05/31/business/media/31ad.html?pagewanted=2&_r=1&em)

Mr. Herman had run 27 ads on the Web for his client Vespa, the scooter company. Some were rectangular, some square. And the text varied: One tagline said, “Smart looks. Smarter purchase,” and displayed a $0 down, 0 percent interest offer. Another read, “Pure fun. And function,” and promoted a free T-shirt.
替偉士牌機車客戶測視27種廣告概念，譬如「聰明的外表，聰明的購買」，給予不用頭款、零利率優惠。另一個則是「純粹好玩。以及功能」，並且給予免費T-shirt的誘因。




Vespa’s goal was to find out whether a financial offer would attract customers, and Mr. Herman’s data concluded that it did. The $0 down offer attracted 71 percent more responses from one group of Web surfers than the average of all the Vespa ads, while the T-shirt offer drew 29 percent fewer. And Mr. Herman didn’t just compare the messages in the ads — he also looked at the sites where they ran, when they ran and what groups of people responded.
偉士牌機車客戶是要測試哪個財務誘因比較有效？不過我想大家習慣網路免費，對於那種直接給免費現金誘因者的訊息，一定是容易勝出。測試所選擇的網站、時間點等，也有助於進一步分析TA。

From the “Mad Men” era until now, advertising has been about a catchy tagline, an arresting image, the Big Idea. But Mr. Herman and his competitors are bringing some Wall Street-like analysis to Madison Avenue, exploiting the huge amounts of data produced by the Internet to adjust strategy almost instantly.

....“It forces marketers to stay on their toes and think of thousands of small great ideas instead of one great big one."
在廣告時代(Mad Men是一個美國影集講60年代的廣告)，通常講Big Idea。但是這家公司將點子切很多方向，然後利用網路上龐大的資料庫進行測試，進行像華爾街般的分析技巧，以便修正廣告策略。這種作業概念需要倚賴技術，如果夠好，的確可以很精準的測試。 ]]> http://blog.roodo.com/ad264/archives/9127705.html http://blog.roodo.com/ad264/archives/9127705.html 數位類脈動 Mon, 01 Jun 2009 18:44:47 +0800 Facebook Top 應用程式
  • 就消息流通這件事情而言，blog是要朋友自己連上來才會閱讀到你的近況，但是fb會自動將朋友在fb的活動通知你，包括其訊息、留言、參與過的遊戲等等。
  • blog是一個一個散著，但是fb可以成立團體，有很多美國當紅的媒體、名人、廣告主、議題等，都成立團體，所以如果你從事行銷工作，可以考慮加入各大品牌的fans團體，方便接收最新訊息。
  • 另外，它是一個「系統平台」，可以容納很多應用程式applications。fb專門成立一個application diretory。
    這些程式可以適用於fb內或外、電腦桌面、手機，類型上還是遊戲娛樂為大宗，相當具有發展潛力。我現在玩過一些看似很白癡的遊戲，譬如拉Bar, 刮刮樂、黃大仙求籤等等，這些遊戲的目的是藉由流量來賺廣告。另外，心理測驗也很有趣。非常可惜的是語言交換這一個程式設計很差。http://www.facebook.com/apps/directory.php
  • fb現在已經有付費機制了，我想會更促進一些新服務產生。
  • 另外fb頁面朝「google設計」化了，沒有花落落的背景，整個乾淨清爽；有別一般blog花俏的版面設計。
Top 10 Facebook Apps
現在摘要一下fb最top的應用程式(source:http://reviews.digitaltrends.com/guide/259-page-2/top-10-facebook-apps) 點選服務名稱就可以直接link到其fb的頁面
  • Selective Twitter：
    與twitter以及plurk整合，由於這兩個都是大量的短訊息發送，全部貼在fb會有點可怕，有些朋友可能不一定喜歡這種轟炸，安裝此程式，只要想要tweet(貼訊息)時，加打上#fb即可同步發在你的twitter & fb.
    Selective Twitter allows users to share specific information from their Twitter accounts. Just add the app, and punch in #fb to every tweet you want to share to make info automatically show up on both sites.
  • MyCalendar:
    行事曆服務就不用多說了，包括生日、會議、考試、各種約會等等。
  • Facebook Carpool：
    讓你找人一起汽車共乘，不過只有侷限在U.S., Canada, and England，好環保貼心的服務。
  • Marketplace：
    市集，賣舊貨、車子、房子、或是找工作，都可。
  • Flixster：
    其實有點像是電影社團，你可以對電影評分、給意見、或玩跟電影相關的測驗。比較好玩的是如果有人看片的興趣跟你相同，他會主動撮和你，讓你多認識一個志同道和好朋友，蠻不錯的。
    Chances are that at least a few of your friends probably already have Flixster on their apps list. It all starts out with a simple test, selecting and rating movies that you’ve seen or have interest in -- or not. Next thing you know, you are matched up with fellow Flixster users on your friends list with similar tastes. Users can keep things fresh by viewing trailers and adding current box office flicks to their running lists. Also, it wouldn’t be a Facebook app without a ton of quizzes to kill more of your free time.
  • iLike
    音樂服務，可以讓你挑選喜歡歌手，幫你追蹤他們的演唱會日期、線上聽一些歌手免費但是不完整的mp3，也會出現在你個人fb頁面，告知大家你喜歡的歌手有誰。當然還是會拼不過美國Myspace的音樂服務。
  • RSS-Connect
    如果你有使用RSS訂閱服務，fb這個功能把你所有喜歡的RSS feeds整合進來。
    We love applications that kill multiple birds with one stone. Instead of flip-flopping all over the Web to get your news, this app delivers your favorite RSS feeds right to your facebook profile page. Of course, if you’re into shameless self-promotion, you can also add your own. Choose whether you want to view that feed on your wall or in tabs. Decide how often you want it updated, and let the news fly. Users can also select whether to spread that wealth of information or keep it all private. If friends see something interesting, they can opt to subscribe to similar feeds.
  • 最後兩個跟遊戲有關，我就綜合介紹。一個是跟美食有關的Restaurant Wars，將你吃過的餐廳評價，然後隨著時間，你會評很多餐廳，如果你的朋友也跟你這樣作，你們可能會重複評到同一家餐廳，可是會有不一樣分數，然後就可以開始趣味「大戰」遊戲。另一個是黑手黨遊戲Mafia Wars，得要呼朋引伴賺各種虛擬物品成為老大。
今天在Times看到一些也是有趣的應用程式介紹，有興趣者可繼續點選觀看。 (繼續閱讀...) ]]> http://blog.roodo.com/ad264/archives/9108589.html http://blog.roodo.com/ad264/archives/9108589.html 數位類脈動 Sat, 30 May 2009 23:34:17 +0800 Open 的種類 (source: http://sethgodin.typepad.com/seths_blog/2009/05/what-kind-of-open-are-you-looking-for.html)
  • open source : a program whose source code is made available for use or modification as users or other developers see fit. If a car goes open source, then you're permitting others to copy your engine and body design, improve it, put their improvements back into the pool and share some more.
    程式開放讓人可以任意修改
  • open infrastructure: Amazon's cloud is an example of this. You build the pipes and allow people to rent them to build their own systems on.
    這裡的cloud指的是雲端運算 cloud computing，就是Amazon建立一個基礎架構，然後分租給其他人。
  • open architecture: A system (hardware or software) where people can learn how it works and then build things to plug in to extend it. The IBM PC had an open architecture, which meant that people could build sound cards or other devices to plug in (without asking IBM's permission).
    軟體或硬體的開放式架構，讓其他配件可以插入。
  • open standards: relying on rules that are widely used, consensus based, published and maintained by recognized industry standards organizations. It means that you're not in charge, the standards guys are. Bluetooth is an example of attempting this, so is USB.
    開放式標準是廣泛被運用，譬如藍芽、或是USB。
  • open access: APIs that make it easy for people to get at the data on your platform (twitter is a great example, so is Google maps.)
    公開取閱：應用編程介面(API)
  • open video: the combination of a p2p platform, open standards, free to share and open canvas.
    這種開放的video，舉youtube就很清楚啦
  • open canvas: when your platform permits users to express themselves. Wordpress and Squidoo come to mind.
    Opencanvas是一套非常簡單，容易上手的繪圖工具，可連線多人創作，官網http://www.portalgraphics.net/oc/ja/
  • open book: this is a form of management in which all your employees see all the books, thus bridging the gulf between management and labor.
    開卷式管理，彌平管理層與作業層的分歧。
  • open sesame: the best way to get into a cave.
    這個是芝麻開門，該不會是原作者要開玩笑吧！
  • open mike: when anyone who shows up can be part of the show.  I guess the difference between this and open canvas is that this is more linear. "Who's next?"
    有意思，open mike【美】開懷時間(指酒吧、夜總會中可隨意談笑、歌唱的一段時間).a time when anyone is allowed to tell jokes, sing etc in a bar or club
  • open forum: users comment, rate and rank. Digg and Zagat's come to mind. We could probably divide into the approaches that are more social (Chowhound) and those that are less (Yelp).
    開放論壇，像我愛用的Digg就是，Zagat是餐廳評鑑。
  • open door: simple method to allow individuals speak truth to power. Getsatisfaction is one example.
    門戶開放，讓個人可以跟當權者對話。Getsatisfaction是搭起消費者跟廣告主的橋樑。
  • open engagement: when individuals in power are available to all comers for questions and answers and dialogue.
    其實engagement就是消費者參與啦！
  • open bar: the alternative to a cash bar. You pay one fee and then get all you want. In a world where selling is more expensive than delivering (things like bandwidth) this makes more and more sense.
    open bar就是免費供應酒水，這個詞常在美劇出現。
  • open borders: your data is portable and you can walk out with it at any time. Amazon has closed borders (your history stays there) but OPML is open borders for RSS.
    開放邊界，有自由遷徙移民感覺，也就是資料可攜。如果不喜歡某個網站，以前可以將自己資料打包帶走，現在網站經營者不一定願意開放。部分RSS閱讀器支援讓使用者自行製作OPML檔案。（OPML 是一個開放的框架）使用的概念很像將Outlook Express的聯絡人資料匯出。有了這功能，朋友間就能互相快速分享自己私房的RSS Feed。
    PS：感謝小莎幫我瞭解。
  • open elections: when anyone can vote, not just the elites, or registered users, or those that pay.
    公開選舉投票。
  • open house: allowing prospective buyers to walk around inside your product before deciding to buy.
    美國房仲業者，會在賣屋前面插一個open house牌子，歡迎大家來參觀。
  • open sauce: a company talks about its business methods publicly to build a brand. For example, Fred Wilson talking about how he invests or DUI blogger talking about how to beat a breathalyzer. (HT to Alex).
    這個sauce故意將source改寫，因為音很類似。open source本來指程式碼公開給人使用，這裡指一公司公開討論其企業決策以建立品牌。像是Twitter投資人Fred Wilson討論他的投資，或是酒後駕車blogger講述自己如何打敗閉掉呼吸測醉器。
  • open to all: the opposite of a country club. A trade show or meeting or event that doesn't work to screen out attendees.
    對所有人開放，是採取會員制的鄉村俱樂部的相反。
  • open identity: A protocol for carrying your identity from site to site, at your discretion.
    Open ID就是利用一組帳號密碼就可以登遍全球各大網站和部落格，不用再去記一堆繁瑣的帳號跟密碼。這是入口網站的趨勢，其會整合好相關的其他網站服務，讓你只要進入此Open ID頁面，就可以直接通往其他網站。
  • open interaction: when previously private conversations (like customer support) are handled in public (via Twitter, for example).
    公開互動，以前是私人的談話，現在公開化了，對呀，我覺得Twitter就是公眾化的MSN。
  • open and shut: the kind of answer you rarely get.
    這個又是開玩笑啦，你很少得到一目瞭然(open and shut)的答案。
]]> http://blog.roodo.com/ad264/archives/9082805.html http://blog.roodo.com/ad264/archives/9082805.html 數位類脈動 Wed, 27 May 2009 23:51:18 +0800 1-9-90 rule ~ by Jacob Nielsen

有人認為企業內的言論機制，不適用此原則，而是獎勵的規章裡面就寫明要主動發言，不然，你的獎金/獎勵可能會受到影響。
(source: http://buzzmarketingfortech.blogspot.com/2009/09/1-9-90-rule-wont-work-for-internal.html) ]]> http://blog.roodo.com/ad264/archives/9077211.html http://blog.roodo.com/ad264/archives/9077211.html 數位類脈動 Wed, 27 May 2009 14:16:41 +0800 怎用利用 twitter 作行銷?
(source:http://www.marketingprofs.com/7/what-web-marketers-should-know-about-twitter-owyang.asp 此網站需要註冊才可以觀看此文)

先看Twitter定義：感覺就是公眾化的MSN，為什麼要限制字數140 characters呢。因為手機簡訊是S.M.S. allows 160 characters，所以Twitter有預留上user names的空間。此服務整合進IM以及手機，三個工具可以互通，譬如：手機直接發an SMS message to 40404，系統透過caller ID辨認您，就可以PO訊息；或是在即時通訊上，譬如使用AOL，打個TwitterIM就可以發送。

Twitter, a next-generation instant messaging tool. 
A form of text-based "MicroMedia" (coined by Jeremiah Owyang), Twitter is really much like blogging, but on a miniature scale. The character limit is 140, which requires that users simplify their message.

前言：簡而言之，企業網站大家不愛看，整個資訊是非集中化，而是分散各地，大家比較相信「跟我一樣是消費者」的人的話，而不是行銷人員。

If you've not already figured it out, the corporate Web site is becoming less relevant, and web marketing (and support) has spread off your domain and Google results. You also know that prospects trust the opinions of customers (who are "like them") far more than marketers, and Facebook lets these communities of practice assemble: Your brand is decentralized—embrace! (If you don't understand these concepts, it's hard to move forward; so please refer to posts that the above links point to.)

誰在用Twitter?這個工具目前還在發展中，雖然沒有資料可以佐證，但是可推估是30-45歲，早期使用social media者。
Twitter is not for everyone. Here are a few considerations: Due to a high degree of micro information, the user will need to self-parse information. Although there is no formal data, I suspect that the audience and user base consist of early-adopter social media folks and influencers, with an average age of 30-45.

幾個運用Twitter作行銷的例子：綜合而言，以訊息的告知為常見目的。
  • Increasing the ability for frequent updates to blogs or web sites or news. 如BBC。對於常發佈新聞或是blog者，將Twitter當作一個發佈平台，有點像新聞快訊。對於某些企業，想要繞過媒體發佈新聞的，也用此服務。如 Apple posts it’s own news (bypassing the media).
  • Live updates on events or conferences. 舉辦活動時，將之當作實況快訊廣播。
  • Announce specials, deals or sales. Good example: Deals on Dells. Blue-light specials at Amazon. 宣告促銷訊息。
  • Building consensus or a community of supporters. Good examples: Presidential candidates Barack Obama.名人如政治人物、演藝人物等，用來聚集fans或支持者，用輕鬆方式保持聯絡。
  • 與人氣旺的twitter發文者合作：成功例子如Disney跟Melanie Notkin合作，發送免費的2-disc packages。Over three weeks of the campaign, she tweeted 300 times and went from 6000-7000 followers to 8000 followers. (source)
  • Monitor your company / brand on Twitter. Twitter可以讓你監測別人如果討論你的產品或服務。

幾個因為Twitter而出現的英文新單字：
  • microblogging (n) short posts to a personal blog, esp. about happenings of the moment
    • a microblogging site
  • tweet (n.c)(vi) 一則訊息(A post on Twitter)或是發訊息的意思，例句如下：
    • Last month Demi’s husband Ashton Kutcher, 31, beat American news giant CNN to become the first user to have a million people following his updates, or 'tweets'.
    • You can tweet from your phone by texting a message to 40404. You can also text commands to Twitter, like “help” or more important, “off.”
    • Last year, Voelz, a pastor, was tweeting at a conference outside Nashville about ways to make the church experience more creative — ways to "make it not suck" — when suddenly it hit him: Twitter.
  • Retweeting(縮寫RT) is simply taking a twitter post from someone else and forwarding (rebroadcasting) it to your followers.
    • to R.T. a joke worth retweeting
  • DM: direct message
    • to DM a private message to a friend
]]> http://blog.roodo.com/ad264/archives/9076635.html http://blog.roodo.com/ad264/archives/9076635.html 數位類脈動 Wed, 27 May 2009 12:29:05 +0800 Social Media 這一期的brandchannel主題social media，我抓一些重點整理，並加上我的想法。 由定義、市調、行銷、效益這幾個部分探討。


什麼是social media?怎樣進行市調？
(source: http://www.brandchannel.com/papers.asp 可以下載PDF Using Social Media in Brand Research)

 

In the early days of the Internet, surfing the web was about gathering information and passively digesting material published by the owner of a homepage. Web 2.0 changed this a few years ago by allowing users to interact with the content of a homepage and with other uses. Suddenly, the consumer became the creator. Social media has long been the core of the Web. 2.0 phenomenon, with brands such as Facebook, Myspace, Youtube, Flickr and Twitter leading the development.

Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online. Most social media services encourage discussion, feedback, voting, comments, and sharing of information from all interested parties.

其實自從有網路以來，就是標榜大家可以是內容的創造者，可以互相分享，我也特別再問一個朋友web 1.0 & 2.0最大不同在哪？結論是不需要區分不同點。我想最原始的狀態就是校園BBS，然後早期廠商設立一個大的社群討論區，然後企圖吸引人過來參與此討論區，可以說模仿BBS架構；現在是個人頭頂一片天，他自己就擁有一個web space，然後與fans互動。

 

另外，值得注意一點，上文有點名的social media，除了MySpace有稍微獲利外，其他都虧錢。

 

Social Media 的種類？

  • Social news: Sites like Digg, Sphinn, Newsvine, and BallHype let you read about news topics and then vote and/or comment on the articles. Articles with more votes get promoted to a more prominent position.
  • Social sharing: Sites like Flickr, Snapfish, YouTube, and Jumpcut let you create, upload, and share videos or photos with others.
  • Social networks: Sites like Facebook, LinkedIn, MySpace, and Twitter allow you to find and link to other people. Once linked or connected, you can keep up to date with that person's contact info, interests, posts, etc. Many people are connecting to friends and business associates with whom they had fallen out of touch. It's bringing the world together like nothing else has.
  • Social bookmarking: Sites like Delicious, Faves, StumbleUpon, BlogMarks and Diigo allow you to find and bookmark sites and information of interest. You can save your bookmarks online and access them from anywhere or share them with others.

 Social Media 哪種機制受歡迎呢？

看影片這件事情還是第一名，由於google search機制很好，就搜尋結果看，影片通常先出現。自從我整個mp3硬碟毀掉，我開始不去收集音樂了，完全在Youtube找。

 

 

如何利用social media 進行省錢市調？

通常熱衷於social media者為trend setter。這種屬於word of mouth，可以先瞭解有多少人會對brand發生？然後又有多少人會看？根據國外市調，34%會寫出，75%的人會看。Three out of four Internet users read blogs (Universal Maccan, 2008). It is on blogs that a large part of the brand buzz takes place -- 34% post opinions about producta and brands on their blog (ibid, 2008)

本文中舉三個進行市調例子：

  • 在Second Life進行FGD (focus group discussion)，因為此站可以視覺化，所以如果有新設計、新產品、新廣告等等，蠻方便進行。只要像一般付費給FGD參與者的錢就可以進行。
  • 利用data mining tools 監測Blog上，品牌被提出多少次，以及提及時周遭的態度形容詞。另一種市調方式是請受訪者寫下對話日記，然後看該品牌被討論到什麼樣的程度？一個正面的word of mouth，可以吸引潛在消費者，並且加速消費者決策時間。的確，我會search我不熟的產品或服務，然後到處看看有哪些人給予評價，再進一步作決定。
  • 在Twitter或是plurk觀察消費者每天的生活，以前市調的機制是請消費者寫每日的日記，並且附上照片等等；甚至跟著消費者一起過一天，看他們怎樣做出選購產品的選擇或是怎樣使用產品。如果想要省錢作這個Life style的市調，首先需要瞭解Twitter使用者使用行為，瞭解限制處，市調時才不會發生偏差。大部分users是在週末使用Twitter服務，也多半透過PC發。也就是假設產品訴求week day，那上班族可能會被老闆禁止使用Twitter，透過這個工具，可能難以找出consumer insights.
品牌本身建立blog主動行銷
(source:http://www.brandchannel.com/start1.asp?fa_id=479)

本週討論coke與startbucks在facebook成立網頁。要經營成功可考慮請人跟fans一對一對話，以及時常對話，就像真實生活中那樣的對話。不然，要人主動跟一個罐子講話，有點怪呀！或是這個罐子跟大家講一模一樣的話，也很奇怪呀！coke是有請兩個人來經營facebook，一般建議是找「半個人」經營facebook，看其工作量，再看要不要再增加人力。

最成功的例子屬於startbucks，因為本身就有經營社區活動或是公益活動，這種類型性質一般fans樂意分享。

Starbucks used Facebook to reach almost 1.5 million “friends” to raise awareness of their brand while raising money for AIDS. “We posted an event inviting customers into stores on World AIDS Day (12/1/08), where $.05 of every handcrafted beverage was contributed to the Global Fund. It became the most viral event in Facebook history. So not only were customers excited about the brand, but they came together on one day to do something good,” Wheeler says.

效益與ROI
我覺得以下文章寫的蠻好的 http://www.clickz.com/3633618

一般網路行銷goals：所有媒體的評估指標都是reach & frequency概念。網路也是，簡單說就是深度與廣度，在一個時間內，吸引多少人看(page views)以及黏住多少人(site stickiness, time spent on site)。
  • 行銷成效指標
    • Improving online sales by measuring referrals from social venues all the way through the transaction process.
    • Increasing any number of strategic actions, such as e-mail newsletter registrations and "contact us" form completions or PDF, brochure, case study, and white paper downloads.
    • Increasing average pages visited to measure the strength of visitors' connections with the content.
    • Improving the amount of time visitors spend on a Web site. If the content is off target, higher bounce rates will likely result.
    • Increasing the percentage of unique and returning visitors to a specific destination over time.
    • Changing the paradigm of top referring sites and keyword referrals.
    • Improving RSS syndication levels and referrals over time.
    • Improving stats in Technorati, Digg, Twitter, and the like.
  • Potential KPIs to consider when measuring social media success include:
    • Number of times your widget has been embedded on other sites and blogs
    • Number of followers who have joined your fan- or friend-based community
    • Number of positive user ratings your video has received
    • Number of positive listings for your brand in the search results pages
]]> http://blog.roodo.com/ad264/archives/9065981.html http://blog.roodo.com/ad264/archives/9065981.html 數位類脈動 Tue, 26 May 2009 11:03:55 +0800