Every week I publish the following list of recommended reading:
Creative 404 pages. great designs.
Every week I publish the following list of recommended reading:
Creative 404 pages. great designs.
ComScore has released it’s usual monthly roundup of industry data based upon their 2 million user survey. Some of the highlights of the survey are:
Top five web properties
Yahoo, Google, Time Warner, Microsoft Sites, and Fox interactive media. No interesting change there, those are the typical big five.
The leading Advertising networks are: Advertising.com, ValueClick, Google Ads, Tribal Fusion, and Blue Lithium
Web Campaigns and Seasonal Trends
“The Simpsons Movie drove traffic to the Burger King site, resulting to increase of 4.2 million customers or increase of 774%.
The release of several anticipated films including Transformers and Harry Potter and the Order of the Phoenix, traffic to movie ticket sites also propelled the tickets category up 12 percent to 44.9 million visitors for the month.
The month also saw traffic increase to car rental and ground/cruise sites as travel season continued its strong presence in the monthly rankings, while job search sites experienced gains as Americans sought summer jobs and new careers.” (Analysis by 901)
It’s interesting to see how the successful Simpons/Burger King campaign is doing. Rohit has a comprehensive list of how the Simpsons have been marketing themselves online.
Good friend and former mentor Shel Israel emailed Facebook’s corporate communications group to get some accurate numbers. About time, as I’ve seen contradictions in stats (and you know I’m obsessive about numbers). Here’s what he uncovered:
* Over 150,000 registrants daily. That’s 1 million a week since January.
* 35 million users today. Of course that number will be off a million one week from today.
* Half user are outside college. That number was zero in Sept. 2006.
* 0ver 40 billion page views in May 2007
* Average visitor stays 20 minutes
* Most growth is among people over age 25.
* 47,000 Facebook groups.
* #1 photo sharing app on the web. 2.7 billion photos on site.
* More than 2000 applications. The Top 10 are: Top Friends, Video, Graffiti, MyQuestions, iLike, FreeGifts, X Me, Superpoke!, Fortune Cookie & Horoscopes. The smallest of these has over 4.5 million users.
Thanks Shel, that’s helpful, now if I could just keep you from “biting” me.
THe Internet Outsider demonstrates the formula most of us have already figured out, the web is causing a shift in advertising dollars (although not the most important attribute, but a key indicator to what’s changing)
“US advertising revenue at 4 big online media companies–Google (GOOG), Yahoo (YHOO), AOL (TWX), and MSN (MSFT)–grew by $1.3 billion in Q2, or 42%.
US advertising revenue at 15 big television, newspaper, magazine, radio, and outdoor companies (Time Warner, Viacom, CBS, etc.) shrank by $280 million in Q2, or 3%.”
42% online vs -3% traditional
Read the bottom line on this spreadsheet analysis. Google is growing hand over fist at 96% while NYT has a decrease by 6%.
Quite interesting that mainstream media would suggest that other factors were to blame such as the “real estate market” or “cyclical weakness.” Take a step back, look at how your kids are communicating, and see the forest.
When is the tipping point of advertising dollars being heavier online than on mainstream media? Collective research indicates 2011.
There’s a few great reports in the last few months that demonstrate the different ways, methods, and willingness to adopt technology. Often numbers from different parties don’t line up due to varying methodologies, and that’s ok, as we should be looking for larger trends.
Reports to read, harvest, and use:
What’s your Tech Personality
The Pew Internet & American Life Project that three are three major categories of users and has segmented them into: Users with few tech tools, Middle of the road users, and Elite.
Wired but not Web 2.0? That’s normal, study says
A report from Pew shows that most users are not adopting social media tools. We know that most of these early adopters will forge new ways for technology to be used, but only a few of the features, and fewer of the products will trickle down to the masses.
Charlene Li announces that this report provides six levels of user adoption and participation, I’ve used this chart in presentations and speeches, learn about the different types of Creators, Critics, Collectors, Joiners, Spectators, and Inactives.
Half of Web time spent viewing content: study
Users are spending less time communicating and more time watching and consuming content. Online video has become a big factor in this, and I’ll bet it’s causing a shift in TV watching. eMarketer confirms video consumption is up, now at 62% of all internet users (I’ve seen reports at 75%).
Web is the number one medium
Web media is the dominant at-work media and No. 2 in the home, according to a new report from the Online Publishers Association.
Personas of the Early Adopters: The Pebble, Swimmer, Surfer, Boater, or Fleet
While not a formal research analysis, I made some observations from within the epicenter
Global Internet Usage
If you’re seeking numbers on which country has the largest user base, and which one will have the largest amount of users, check out these Global internet usage stats. Asia (China and India) will soon dominate global web usage.
eMarketer has a wealth of reports and data in their articles section. There’s a strong focus on internet advertising, online video, and social networks.
I used some of these reports to get more budget and convince management how important the web is, especially when wanting to reach an audience is online. As a web strategist, I’m sure you’re bookmarking all these resources for later use for your proposals.
I’ve tagged this post Web Usage, where you can find other stats.
If you’ve read the Cluetrain Manifesto, you’ll know how the internet empowers individuals and smashes barriers. I had the opportunity to interview Rey Ramsey, Chairman and Chief Executive Officer of the One Economy Corporation, he shares his passion for his program to deliver access to the internet to low-income communities.
One of the outputs of the One Economy corporation is the beehive is a community website that provides resources as:
“We created the Beehive to be the place to go for information and resources around the things that matter in our lives: money, health, jobs, school and family. And, we’d like you to have a little fun while you’re here so, we’re throwing in some games and quizzes to keep it interesting.”
Townhall, a medium for civic journalists, community advocates and youth to engage provides “It uses technology to make it easy for people to share ideas, discuss topics and learn about issues.”
Stats, numbers, and reports are so important to planning and budgeting for the corporation. Lewis PR reports that Social Media campaigns are coming, and likely budgets are coming:
“Over 90 per cent of marketing departments are planning to launch a social media campaign in 2008, despite the fact that over a third are yet to use social tools in their organisation.
A survey, conducted by LEWIS PR at PR Week’s New Media Conference, revealed that 75 per cent of attendees are planning to use a blog as a social media asset in 2008 – an increase of 50 per cent on 2007. The number of firms planning to use social networking is tipped to increase from 33 per cent to over 70 per cent.
A quarter of marketers are currently setting no marketing budget aside for new media projects, according to the study. However, by 2009 up to 66 per cent of marketers will set aside up to 25 per cent of their budgets on social media efforts.”
In my webinar last week with the Marketing Profs, we polled the hundreds of marketers that were in the room, if I remember correctly about one third said they were planning for the budgets for next year, a significantly lower number.
What’s the biggest trigger for getting companies to start looking at using social media? Showing them how their customers are connecting with communities in the industry.
Are you a social media or blog evangelist at your company? I was one at my previous company, and have listed out How to be a corporate blog evangelist.
Recommended reading from the last 7 days:
Marshall gives out some great ideas on how to launch a product using social media Plenty of wallflowers: extension from Forrester’s research on Technographics The impacts of Citizen Journalism in a recent bridge collapse Online ad budgets to overtake newspaper budgets by 2011 Social Interaction Design White Papers by Adrian Chan Stats: Usage of Social Networks by continent Case study on Dell’s blog warrior Search Engine optimization of WordPress (be sure to see PPT) Pew: Men are from Google, Women are from Yahoo Dennis Howlett suggests data can be pulled out of Facebook
Well, the title is a bit misleading, the money is already coming to the online space, but I’m seeing more and more reports that advertising dollars both on newspapers and TV will shift to the web. Read the Financial Times’ article on Online ads to overtake US newspapers.
Why is this important? The web is a platform for TV, the newspapers are going digital, and it’s the underlying infrastructure for mobile devices.
Check out this report from MediaPost that indicates that Internet Ad Spending Set To Overtake All Other Media By 2011: VSS
“Spending on internet advertising willl reach $61.98 billion, and will surpass newspapers to become the nation’s leading ad medium in 2011, projects private equity firm Veronis Suhler Stevenson in its 21st Communications Industry Forecast released today.”
Shift of the advertising dollars:
“Growth of 25.79% is projected for ad spending on traditional media-based Internet sites, which hit $8.585 billion in 2006, and is projected to reach $27.2 billion in 2011.”
How does this impact Social Media?
“Blog, podcast and RSS advertising is projected to reach $1.138 billion by 2011, registering the fastest growth rate at a 70.9% CAGR forecast from 2006-2011.”
What’s the medium to watch? Well at PodTech, we’re very focused on Video, as we know that 75% of all internet users streamed video in May 2007.
This post is a focus on the very front end of the adoption curve, long before the masses come, there’s many different groups inside of the “early adopter” persona. There’s been many extensive studies on the adoption curve and the different personas that emerge, but I’m just going to share what I see, as I’m close or in the epicenter. (I’m in Silcon Valley, and many of my friends are pebbles, or the CEOs that create these products demo in our office)
I see a pattern, and have grouped them into stages and patterns. For the purpose of this observation, I see a trigger area which I’m calling the ‘epicenter’, the point of an activity. There are many epicenters, in fact one or more for every product, and multiple companies having products. Individuals can often be many of the personas for each different product.
The Five Personas of the Early Adopter
The Pebble: One away from Epicenter:
First hand demo, for many truly first adopters, they will get a first hand demo from the originators of the product. They are hunted by marketing, inventors and PR professionals to be the key infuencers that will trigger the avalanche. In Robert’s case, his video show gets him access to just about every inventor and CEO. For example, Stewart from Flickr showed the product to him before many saw it.
These are the pebbles that gets dropped in the still lake.
Swimmers: Two away from Epicenter
Many folks are two degrees away, they watch a group of influencers and once a small critical mass has started (folks from group 1), they jump on. These are the hallway demos, or informal conversations using MicroMedia.
Surfer: Three away from Epicenter
Folks in existing connected networks that wait for several people in their peer group to move first, they are waiting for group gestures. We’re now looking at new social networking tools like Facebook. The interesting feature is that we can watch adoption of tools of folks on our network without directly interacting with them. The Facebook ‘news’ page has become a gesture model. By watching this flow of adoption we can see where the masses start to adopt tools, talk about them, and integrate them into their lives.
Boater: Four away from Epicenter
These folks wait for confirmation signals from the larger bubble to trigger them, they may not have time to experiment with tools, and will look for signals from blogs or industry news. This is not mainstream sources by any means, these are posts from blogs, podcasts, or email invites from friends. For many of the early adopters the signals from this group are often useful confirmation of what’s already happened.
With the Fleet: Five or more away from Epicenter
This is outside the bleeding edge. These group of folks adopt once the mainstream press as we know it, the NYT, Business Week, or when someone at their workplace or peers convince or show them. By the time they get to the tool, a community and network has already formed by the early adopters.
Many tools are not kept
Half of the shiny tools that the “One away” adopter get dropped by the way side, why? They find something better, or when they see folks from group three or four, they now consider it ‘uncool’ and feel compelled to move on.
Usage of tools for communication
There are different tools for different needs. It’s clear to me that email is one of the slowest, blogging is becoming more sluggish as new tools and MicroMedia start to take hold. Networks among the early adopters have already formed and solidified (like Facebook’s friends, Twitter, or Pownce) and the inner circle can quickly break and share news. It’s also worth reading Jeremy’s self-analysis as an early adopter Pebble or Swimmer. Also read Forrester’s research findings on Technographics to learn how mainstream adoption can be characterized.
My adoption style
I’m a bit more conservative (within the inner bubble within the bubble) of my tool adoption, only a few tools have I adopted and not kept up, I’m carefully watching the folks in group one, and often pull the trigger as a member of group two or three. I interviewed Chris Yeh, CEO of Ustream about a completely different topic, and he showed me Ustream a few days before Web 2.0 Expo (see meme). Now, I get many emails of beta products, way more than I have time to review, so I often go down this ladder. In many ways, I was very late to blogging (Boater) but I really grabbed it and focused a lot of energy into it, this domain you’re reading is just over a year old but has moved quickly.
Video Blogging: With the Fleet
Pownce: Swimmer then quit
SecondLife: Boater then quit
I watch these early adopters, watch how they break tools, and then I adopt. I mainly want to understand these tools so my clients won’t have to break them, but rather use them right. This means I don’t move in as fast as others, and come in and want to use these tools right. After telling Robert this he replied that he’s moving to “get away from people like you”, in his mind, being two or three from the epicenter is a late adopter, go figure. So what’s on my radar? I’ve been asked to be in group one for several products (some I’ve tried, and some not) and am even getting emailed or asked about yesterday’s topic on a bloggers union, which I’ll be sure to be in group four or more.
What Persona are you? The Pebble, Swimmer, Surfer, Boater, or with the Fleet?
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