How Far We’ve Come….

Today, none of us could imagine not having email, the internet, being able to shop online, do our banking, watch videos and share our thoughts, etc.  But go back to the 1990’s and you can see how far technology, and the use of it, have come.  I love this clip from the

TodayShow in which they are trying to figure out what the @ sign meant.

That was less than 20 years ago!  Just think what the next 20 years will bring.

Scott

LinkedIn – The New Reverse “Spam-a-Lot”

LinkedIn.com has become the latest digital spam system.  I noticed this issue a little more than 18 months ago, when I began to get numerous s solicitations from a host of odd individuals and companies.

We all know the purpose of LinkedIn is to connect people across business lines, regions, etc.  And I concur this is a great business value.  However, I’ve found a few disturbing issues as well.

-          Reverse Invitations -- Is where someone contacts you and asks you to send them a LinkedIn request.   So you ask yourself, “Why wouldn’t they invite me?”  More than likely the answer is LinkedIn has flagged them as spammers so they can no longer send invitations without knowing the email address of the invitee. 

-          Invitation Bait and Switch – where you receive an invitation from someone who claims to be a “student” or such with very low current LinkedIn.com connections.  They also seem to all have graduated from schools in EMEA. 

So I tested both situations over the past 6 months by complying with only 1 request from each of the above. 

What happened next nearly stunned me… within 72 hours’ both my email spam folder and LinkedIn profile were overwhelmed with offers, reverse invitations and the like.

Fast forward to today, the number of spam emails is still high, but the number of LinkedIn reverse invitations has decreased by ~40% my conclusion, these dubious invitations are merely a way to consolidate and sell email addresses to fast moving email spammers.

So beware of those invitations…

Scott

Pixel Renting

Location, location, location -- we've all heard it before, it's the key to the Real Estate Industry.  And yes location is critical for eCommerce and web sites.  Where we put our copy, focus points, purchase buttons, etc.

One of the challenges we face is multiple clients who want to be on the "home page" or want to take over specific high value areas of the site.  And in some companies the ownership of the site is assigned to the business... in which they can do whatever they want with their portion of the site.

However, if you're like many, the webmaster or eCommerce Manager owns the site and works with the businesses to align objectives, etc.  But you have the problem as everyone wants that valuable location.

A thought to begin instilling into clients as the owner is the idea of "Pixel Renting."  If you think of your site just like a piece of real estate, you're renting the locations to your clients.  I like to tell folks, I'll put the most successful businesses or campaigns in the locations which have the best revenue.  So, how do you determine this and level the playing field?  I do it by determing the "Revenue per Pixel" measurement.  Just like retailers figure the revenue per square foot... so should digital marketers.

Revenue per Pixel is calculated by taking the amount of revenue and dividing it by the number of pixels.

When you use this simple calculation you can create value based on location and drive the businesses to create impactful campaigns, etc.  You can run A/B tests between different business groups and use the calculation to be your tie-breaker on who gets what.

Give it a try.

Scott

Lowe's -- Pulling TV Ads to Silence the Critics

If you haven't seen the following article  on Lowe's decision to pull advertising from TLC networks show "All-American Muslim" after pressure from the Christian group Florida Family Association you should take a look.  I know this group very well, after receiving literally thousands of emails from their followers expressing dis-pleasure at advertising we had bought while I was at HP.  It was a "form email" but certainly pissed off our IT department.

Any TV show that they consider to be remotely an issue by their defined terms they deluge advertisers demanding they remove the advertising or they will be forced to let others know.  Who the others are I never figured that out.

From the Business Perspective:
I can honestly say, I never pulled any advertising UNLESS it actually violated the company policies when the spot ran "run of network" or via "remnant inventory"... for instance sexual content, etc.

Many concerns rushed through my mind, just as they did, when I received the deluge of emails.

• Does this group have a point I should consider?
• Is the program against the company policies?
• What is the risk to the brand?
• Do the views of one group out weigh the views of another group?
• Just because they have a view on sexuality, content, religion and races that I didn't nor did the company agree with, should I change?

The answer for me was simple -- the show's content didn't break the rules/policies of the company.  

From the personal side:

But this whole issue brings up another question... is this group any different the religious fanatics in KS who protest funerals?  Think about it... these folks are telling companies what's appropriate and what's not -- are they impeading on freedom of speech. Hell if I know. 

Personally, I think the group is a bunch of folks who want to tell me how to think, who I should interact with and what I should watch on TV.  I think that's s a bunch of crap!

• If I don't want to watch it -- I turn the channel
• If I don't want my kids to watch it... I program the TV or monitor their watching habits

Finally, I have many friends from all races, religions and beliefs.  I spend time with my Muslim friends and consider them to be an extension of my own family.  I would trust them with my most precious gift... my children.  Coming from the mid west I was always taught to judge folks by the love in their heart and the character of their soul.  

Scott

Politically Correct

My kids told me today that the term "Computer Nerd" was no longer politically correct... the new term is "Numb Butt"...so guess whose getting called Numb Butt at our house?

Scott

I read this article on iMedia this weekend on privacy.  Yes it's a big topic and some marketers and businesses don't want to talk about it.  They keep thinking "net neutrality" or some form of it should rule.  Let me give you an example of a real live example where I see issues with social and privacy.

Ok, you've got a Facebook account with 500 friends.  You happen to work for Hyatt Hotels -- a great brand.  But you're looking for a vacation and happen to land on a travel site that has an awesome vacation package to Europe and you click the "facebook like" button.  No harm, no foul -- right?  Well don't be so sure.  Let's say that facebook like posted a like for your main competition -- lets say Hilton Hotels.  And when you click it, it posts on your wall that you "like Hilton Hotels" and that populates to your 500 friends... and guess what your boss happens to be a Facebook friend.

Your boss and company get pissed and fire you because you've disgraced the brand.  Who are gonna file a lawsuit against?  Your former employer, Hilton Hotels, or Facebook?

Because when you clicked the like button you had no idea it would post to your wall.  There wasn't a warning or a small privacy statement telling you about what you're getting ready to do.

You see my point?  Yes, you might be a total ignorant web weenie... but remember the gal who sued McDonalds because she spilled hot coffee in her lap and said the cup didn't have a warning.

I've yet to hear about such a lawsuit, but I bet ones' coming.

Scott

You Found Me...

For those who hadn't heard... I left HP at the end of November.  A fantastic 15 year run at the largest technology company of the planet.  While there I was fortunate to work with some incredibly intelligent folks.  So given my departure I couldn't "take my HP blog with me"... so I've started up a new one.

Feel free to post comments, ask questions and pass on the blog location to others.

Scott