Monday, October 27, 2008

Cavies Home Opener

I just received the best news of the quarter today. This Thursday the 30th my girlfriend and I will be attending the Cleveland Cavaliers home opener against the Charlotte Bobcats.

This couldn't have happened at a better time in the quarter. With the quarter quickly coming to a close, the stress has been building, and what better to get my mind off work than LBJ and the Cavies?

Unfortunately, the Cavaliers #1 fan won't be able to join me at the game. But, I know he will be there in spirit.

I'm expecting big things this year from the Cavs, as are many sportscasters. In an interview with Jeff Zillgitt from USA Today, LeBron James reported that in this point of his career anything less than an NBA championship would be considered a failure.

I'm with you LeBron, and I believe this year will be the affirmation of both your and the Cavs legacy when the Cavs clinch the NBA championship.

If you're a Cavs fan, join me and help cheer the Cavs on to victory on Thursday at 7 p.m.

The Wrong Measures Of Web Success

It all about the benjamins, or in this case, Web hits.

How could it not be? According to the Organization for Economic Co-operation and Development(OECD), "The number of broadband subscribers in the OECD reached 251 million by June 2008, an increase of 14% from June 2007."

Think about it.... 251 million potential Web hits; who wouldn't want a piece of that pie? However, you have to ask yourself, what are those hits, impressions, unique visitors, etc. really doing for your company?

I find myself in the position once again where my thoughts are best expressed by author of The New Rules Of Marketing And PR, David Meerman Scott. And I quote:
Many marketers and PR people also focus on the wrong measures of success. With Web sites, people will often tell me things like, "We want to have 10,000 unique visitors per month to our site." And PR measurement is often similarly irrelevant: "We want ten mentions in the trade press and three national magazine hits each month." Unless your site makes money through advertising so that raw traffic adds revenue, traffic is the wrong measure.

Don't get me wrong, I believe there is great value to be found in tracking hits for web analytics, but that value extends insofar as the analytics can be interpreted to help add to your bottom line.

After all, what does 10,000 hits really tell you? Can you talk to 10,000 hits and ask them what they did or didn't like about your site?

With this in mind, you really shouldn't be asking, "How many hits did we get," you should be asking, "What are those hits generating for us?"

Sunday, October 26, 2008

Social Media And The Recession

What can be expected of the future of social media during a fiscally tight time like now? I have my own suspicions on the matter (which I'll get to shortly), but I wanted to know what those with more industry experience were thinking.

The best article I found was Social media will transcend the negative aspects of the recession written by author jptrenn on the Digital Street Journal.

Basically, the author addresses the notion that traditionally, marketing and public relations are the first "expenses" to be dealt away with during a recession. However, traditions can and do change.

The most relevant point Trenn makes in the article is that, "Social media is a whole new ballgame because it covers so much - marketing, customer relations, media relations, public relations, and a whole lot more."

Because social media can be used to address so many fundamental business transactions (for such a modest investment), it can no longer be seen as a dispensable resource.

These two graphics illustrate my point. With 75% of U.S. adults using social technologies, organizations can actually use social media to cut the costs of both marketing a public relations efforts.

Even better, as the costs of social media productions like pod and vodcasts continue to drop, social media becomes a more cost effective strategy for an organization of any size.

Sooooo, my prediction is that savy PR and marketing managers will begin to make greater use of social media in order to cut production costs and to reach more highly targeted consumer markets.