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Being connectedis the new rock’n roll

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Fra Skagen Fondenes infoavis, september 2007

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Det holder ikke å prosjisere dagens tall!

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Ikke samsvar med

virkeligheten?Fra Aftenposten, september 2007

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Elvis og FacebookQ

Den neste revolusjonen

Q

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“Our world is dominated by the extreme, the unknown, and the very improbable (improbable according to

our current knowledge)

– and all the while we spend our time engaged in small talk, focusing on the

known, and the repeated.”

Nassim Nicholas Taleb

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Scott McCloud

“When an idea hits,the race to be first to

be second begins."

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…den som

reagerer raskestpå forandring.

“turtleish” by zenerahttp://www.flickr.com/photos/zenera/30570094/c 97 11 12 13

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Nett TV Radio

Timer brukt pr. dag

TNS Gallup, mars 2007

97 11 12 13UVennene mineCUVY

Mine guider og rådgivere

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97 11 12 13fFacebook

fHypen er ikke over

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http://e24.no/medier-og-reklame/medier/article1861028.ece

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97 11 12 13RTwitterR

kvirre-vitt-pip-pip

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“…it's like if I had a permanent dinner with friends and they told me.”

Loic LeMeur

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konferanserunderstrøm

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RDitt digitale liv - kronologisk

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The Steve RubelLifestream

« Previous Next »

Powered by Tumblr

This web siteaggregates all of the

content I amuploading to four

different sources: myblog site, Twitter,

Facebook and Flickr.

If you're curiousabout who replied tothese, check out this

site.

You can reach mevia email here

Analysis: Why Some Web 2.0 Sites Will NeverAttract Big Ad Dollars

Accountability - e.g. a company's return on investment in advertising - isan evergreen topic in the marketing community. Naturally, when it comesto the emerging sphere of Web 2.0 sites, advertisers want to sleep easyknowing that their money is generating a return. So with US ad spendingon social networks expected to reach $2.5 billion by 2011, this is a goodtime to poke at conventional wisdom with hard data. It's not pretty.

Based on a informal analysis, my belief is that many online communities,bloggers, social networks will never attract a critical mass of advertisersbecause they are not set up properly to attract visitors who have acommercial intent to buy products and services. Online media is not soldthis way now, but I bet it will be in the very near future.

Today, most advertisers size up community sites, blogs and socialnetworks using traditional media buying models - namely, reach andfrequency. Unfortunately, the reality is that many Web 2.0 sites, can'tdeliver marketers the numbers they want because of the effect of LongTail. It's simple supply and demand economics at work. This is whyefforts like the one announced by comScore and Federated Media arefundamentally flawed.

This week in New York I am participating in an all-day roundtablediscussion about how to measure the impact of online influence.Edelman, my employer, is convening some of the industry's leadingthinkers on this subject. It is my hope - and our challenge - to come upwith new ways to measure the potential the web has on influencingpurchases. Quantifying eyeballs is not the answer. We need new thinking.

My personal conviction - one that I plan to table - is that search shouldbe the most important driver for how advertisers size up the influence ofdifferent community sites and the individuals who make them up. Theproblem is no one is thinking this way. Everyone is overlooking theorganic impact of Web 2.0 on product-related searches in favor of quickand dirty old school metrics.

Microsoft AdCenter Labs has some demonstration technology thatillustrates this vividly. (Microsoft is an Edelman client.) Their OnlineCommercial Intent tool uses terabytes of search data to calculate thelikelihood of a web site to attract buyers.

I took a handful of different URLs and ran them through the Microsofttool. To give you a sense of a benchmark, Amazon.com has 52%purchase intent. Here are my results (numbers are rounded) ....

Consumerist - 49% of visitors have a commercial intentGizmodo - 47%Autoblog.com - 45%Treehugger - 41%Techmeme - 41%Engadget - 40%Gridskipper - 38%YouTube - 38%TechCrunch.com - 37% digg.com - 34%del.icio.us - 29%PerezHilton.com - 27%Wikipedia - 14%Flickr - 14%Facebook - 10%Twitter - 5%

While a lot more analysis is needed, as you can see a lot of sites don't fareparticularly well. They're set up to attract eyeballs, but perhaps - purelyfrom an economic sense - not necessarily the right ones. Eventually adspending will recede and marketers will place a greater focus on ROI.Purchase intent and search will play a key role. If you want to attractadvertisers, start conveying that you attract buyers and make sure you aredelivering on that promise.

MON SEP

17TH

Steve is playing with Jottit.com and loving itssimplicity.

steverubel: Background on Jottit

http://www.aaronsw.com/weblog/sweatsmall (via Twitter /

steverubel)

SUN SEP

16TH

steverubel: Checking out http://jottit.com/ - an incredibly easy

way to build a wiki like site, public or private. (via Twitter /

steverubel)

Steve is watching the Jets stage a Q4comeback!

steverubel: Got one, thanks! (via Twitter / steverubel)SAT SEP

15TH

steverubel: If you have access to Yahoo Mash can you please invite

me? Thanks! (via Twitter / steverubel)

steverubel: Checking out blognation. Like it but wish I could

subscribe to individual bloggers. http://us.blognation.com/ (via

Twitter / steverubel)

FRI SEP

14TH

steverubel: Safari has the best typography of all the browsers. The

type is so easy to read. I also like the new search function. (via

Twitter / steverubel)

steverubel: Camino Firefox Safari. Camino Safari Firefox. Camino

Firefox Safari. I can't make up my mind! (via Twitter / steverubel)

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Eventcastingl

Alle har sin egen live tv-stasjon

l

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http://nrkbeta.no/eventcasting

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DatagymD

Opp av sofaen

D

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What’s pissing me off is that it uses so little of my body. You’re just sitting there, and it’s

quite boring. You’ve got this stupid little mouse that requires one hand, and your eyes.

That’s it. What about the rest of you? No African would stand for a computer like that.

It’s imprisoning.”

Brian Eno

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Utfordring: Lett på liket!!!

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Jeg vil ha det nå!!

Ikke om fem minutter !

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97 11 12 13

“Yes, sir?”

thepiratebay.org

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“Yes, sir?”

thepiratebay.org

HD | 5.1

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I Japan kan du laste ned en time med video på 16 sekunder.

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34%aldri vært på plast

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Personalisertf

Ingen vil ha det liktf

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http://www.flickr.com/photos/inju/771401310/

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http://www.flickr.com/photos/luxuryluke/855200146/

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personaliserte

Facebook + spill?

Google + spill?

Hotell

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SpillB

Annonsering i spill

B

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“in-game ads”

25 milliarder

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negativpositiv73%

Holdning til in-game ads

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positiv73%

Holdning til in-game ads

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Skjer’a?e

Så hva gjør vi da?

e

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Møt Herr og Fru Kalkun

Thanksgiving

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vet ikke1%

vår kunnskap

vet99%

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Det du ikke vet at du ikke vet

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Dagens fantasier

= morgendagens

realiteterWired, september 2007

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Spørsmål??

?

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oyvind.solstad@gmail.com

oyvindsolstad.com

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