MEGO: My Eyes Glaze Over

Wednesday Wisdom: Always Try New Things

Apr 16, 2008 Parenting and More, Wednesday Wisdom

Lesson for life and lemons. My son shows me that it is important to try new things, and just as important to give it a second try.

Popularity: 5% [?]

Facebook Advertising

Apr 12, 2008 Advertising, Blogs, Marketing & Communication, Parenting and More, Social Media, social networks, word of mouth

Most of the time I don’t even notice the advertising on the Facebook Newsfeed or sidebar. I have grown accustomed to ignoring them, my eyes avoid the word “sponsored” as easily as it is to block out the the buzz of the air conditioning in the summer!

The other day I noticed one for the first time:

Why did I notice this? Because, of the word “pregnancy”.  For once the ad seemed placed there for me – since I am currently five months pregnant.  So I thought perhaps Facebook uses the information I add to my profile – my status changes, blog posts, or wall posts to target and reach a relevant audience. Slightly disconcerting on a privacy level, but then I would assume the technology would be no different from ads that show up on Gmail that are associated with the content of the email I am reading. As a marketer and as a consumer I would rather see an ad on my newsfeed (if I must…) that excites and engages me, and that is relevant to my life. 

However, a few clicks later, I am back on my news feed and I see this ad from eHarmony:

You can read my page “About” to see a picture of my husband, and on Facebook my Relationship Status clearly states “Married”. This and another ad for something called “Shedoesthecity” makes me question how these ads got targeted. Obviously not very well.  But yet, here is another one that is of a regional nature:

This ad is regarding a show that is taking place in Toronto. My network is “Toronto” so this ad makes sense.  Another ad states “If you like Dave Matthews…” which I do (it says so in my music list on Facebook) – interests me enough to click through to read about another musician.

One of the reasons advertising is migrating to digital media is because it is far more effective in targeting and reaching relevant audiences than most traditional media. Why then, would any advertiser choose not to target their ads – when obviously Facebook allows this option. Why would eHarmony not choose to only advertise on profile pages where their Relationship Status is set to “single”.  That said, why doesn’t Facebook, with the social network users in mind, insist that they do! Google Adwords uses various formulas to determine which ads are shown where, beyond just keywords. Google understands that the relevance of the sponsored links to its users, will have an effect on how useful they find the search service. Facebook may risk alienating users with too many ads, sponsored links and irrelevant content.  As Jen from Urbanmoms.ca stated:

I am on Facebook and I see very few opportunities for marketing in that environment. Why? Because it has nothing to do with what I am doing on Facebook, that’s why!

We are on Facebook to connect with friends, so these types of ads are likened to telemarketing calls during dinner. Jen believes that there are very few brands that could add to her Facebook experience. This is probably true for most people – but the brands that each of us would be willing to connect with on Facebook – are going to be different. While I could care less about connecting with Davinci bikes – I know a friend who would likely join their “Fan Page” in a blink of an eye. I believe there is a place for many brands on Facebook – however, I agree with Jen that marketers need to find a way to join the community in a more effective and targeted way than banner ads and news feed ad buys.  She points out:

This may take a bit more planning and digging but it is the only way to truly make this work because the whole point of an online community is that it IS a community where community members have a voice, play a role, and decide who is in and who is not pulling their weight.

If a brand believes that their target market is on Facebook – why not look at some of the other marketing options on Facebook:  Applications, Groups, Fan Pages or the newly introduced Social Ads.
 
On the other hand, there are hundreds (if not thousands) of wonderful online communities or social networks other than Facebook.  Sean Moffitt, from the Buzz Canuck blog posts a very helpful list of the various communities already out there for pet lovers, divorcees, and more.  Successful marketing on social networks, such as Facebook and these various other communities, will require that brands become more helpful by creating rich environments that people will seek out and become engaged with.

A great example of a community that is bringing brands and its members together in a relevant and unobtrusive way – without losing the all-important “transparency” is actually Jen’s site – Urbanmoms.ca. I might be slightly biased however, as I have been working with Urbanmoms.ca since 2006 (see Kitchen Party section)

Popularity: 5% [?]

Wednesday Wisdom: Child Rearing

Apr 9, 2008 Parenting and More, Wednesday Wisdom, word of mouth

Rule 1: Kids need rules and discipline

Rule 2: There are no hard and fast rules with regards to these rules and discipline!

Yet, every parent enjoys offering advice on the rules of child-rearing. If there is one thing I have learned in the (almost) three years I have been a mom is that what works for one kid, may not work for another. Despite this we as mothers consider it our job (our right?) to pass along our wisdom to other mothers.

Sleep problems? Cry it out. Try rocking, attachment, or swaddling. Not listening or acting up? To the naughty corner.Discuss the issue one on one. Not eating? Hide carrots in his muffins. And, green peppers in her ice cream.

We share advice with moms we know at playgroups, birthday parties and at the park. We even offer our well-meaning rules of engagement to moms we don’t know online, at school events, and at the park. I suppose this feeling of entitlement amongst moms, and women in general – to share our opinions and advice is what makes us such great conversationalists. It must be why we are the amazing generators of “word of mouth!”

Technorati Tags: moms,parenting,advice,word of mouth,michelle kostya,mego

Popularity: 4% [?]

iBuy

Apr 8, 2008 A Good Laugh, Advertising, Marketing & Communication, Retail Marketing

How is this for impulse purchases? An iPod vending machine…

Thanks – to my parents for the picture.

Popularity: 4% [?]

The Internet? Bah!…humbug

Apr 8, 2008 A Good Laugh, Marketing & Communication, PR, Social Media, social networks

Kudos, for Digg for finding this gem: A 1995 Newsweek article by Clifford Stoll, titled “The Internet? Bah!” which essentially pooh-poohs the future of the Internet, and calls it “trendy and oversold”!
Great quotes from Stoll’s article:

The truth in no online database will replace your daily newspaper, no CD-ROM can take the place of a competent teacher and no computer network will change the way government works.

Tell that to the online newspapers, now existing on advertising rather than pay-per-use! CD-ROM may be a bit archaic when everything you need can be accessible via the web thanks to high-speed and bandwidth. No matter how you kick it the computer has changed education, government and business.

How about electronic publishing? Try reading a book on disc. At best, it’s an unpleasant chore: the myopic glow of a clunky computer replaces the friendly pages of a book. And you can’t tote that laptop to the beach.

While I still enjoy sitting down with a novel or a business book – more and more of my reading is done on the computer. I read blog postings daily, news and magazine articles – all from the comfort of my “clunky” laptop that I absolutely could tote the beach. Why the hell not! It is light, fits in the beach bag…

What the Internet hucksters won’t tell you is that the Internet is one big ocean of unedited data, without any pretense of completeness. Lacking editors, reviewers or critics, the Internet has become a wasteland of unfiltered data.

Poor Stall, what would he say today if the “Internet hucksters” told him about incredibly powerful search engines, Delicious, Wikipedia, and Flickr. If they told him about how the Internet is being organized, reviewed and filtered by – get this- its users! You and me.

We’re promised instant catalog shopping–just point and click for great deals. We’ll order airline tickets over the network, make restaurant reservations and negotiate sales contracts. Stores will become obsolete.

It took time, but we are now building a digital shopping mall – and the variety is great. Not only can we find more of every category, we can sort it, rate it, and share it! We can buy Airline Tickets, music, movies, books, toys…the list goes on. And yes, even order food and negotiate contracts. Stores aren’t obsolete, but the way we shop has changed forever….and will continue to change.

What’s missing from this electronic wonderland? Human contact.

This, to me, has got to be the funniest quote from the article. After spending time on Twitter meeting new people from all over the world, reconnecting on Facebook, and getting to know friends better by sharing blogs, photos and ideas over the Internet – I believe that human contact on the “electronic wonderland” is its strength. Instead of being tied down to our local geography we can meet, talk and share with people around the world with the same passions and interests. Old friends, don’t have to remain “old” friends any longer, they are a click or Skype call away! If anything we are more connected!Wow, was he ever off! I realize he couldn’t have known what was in store for the web, the new technologies that would make all of what has happened occur. But if I look back to what I was doing on the computer, even in 1995 – I saw more potential than what he gives credit for! Then again, I am a genius. Either way if you are predicting trends, shouldn’t you consider that the future ahead – will include a lot of things you don’t have now? That it won’t look exactly the same? That new technologies will make things we never imagined- possible? Something to keep in mind especially since with the digital world – what you write…will stick around indefinitely. Maybe even 13 years!

Technorati Tags: internet shopping,internet,digg,twitter,facebook,social media,social networks,1990s,michelle kostya,mego,newsweek

Popularity: 2% [?]

The Tire Goes Green

Apr 7, 2008 Advertising, Marketing & Communication, Retail Marketing

Canadian Tire, a major Canadian retailer, is favouring the web and going green. For the last 80 years the Canadian Tire catalogue has been sent to millions of Canadians who thumb through pages of automotive parts, tools, camping gear and sporting goods.

Now, 80 years later, with the growing importance of the Internet to consumers, Canadian Tire has decided to no longer print the catalogue in favour of an online version. Shopping habits have changed considerably in the last few year, with a growing number of consumers turning to the web to research and make purchases.

The Internet has a lot of benefits over a paper catalogue:
Unlimited space for information
Ability to categorize in multiple product groups
Low Cost
Green – no recycling needed!
Social Aspect – Canadian Tire’s website includes ratings and reviews by customers

A few people will likely be disappointed that they won’t have a glossy catalogue to fold down the corners, and draw circles around model numbers and prices. But, for Canadian Tire it is a long-term win – low cost, environmentally friendly and a new informative, social version of the 80 year old catalogue.

I am sure the decision took some “selling” up the bureaucratic food chain – due to its untraditional nature, so – kudos to Canadian Tire.
Technorati Tags: catalogue,online catalogue,canadian tire,internet shopping,online research,michelle kostya,MEGO,marketing,shopping,canadian retailers,housewares

Popularity: 6% [?]

Monday Mini: Seth Godin

Apr 7, 2008 Books, Short and Sweet

I read a lot, and sometimes I find a thought, idea, or quote so well put or fascinating that I write it down for posterity. Anyone who has ever read any books by Seth Godin, or his blog Seth’s Blog will know that he is one author where you need to keep a pen (or computer) near by so you can jot down his brilliance!

This is from his book The Dip:

Influencing one person is like scaling a wall. If you get over the wall the first few tries, your’re in. Influencing the market, on the other hand, is more of a hill than a wall. You can make progress, one step at a time, and as you get higher, it actually gets easier. People in the market talk to each other. They are influenced by each other. So every step of progress you make actually gets amplified.

I dare you to check out any of his blog posts…I guarantee you – you will end up reading more. Like the 1960s Frito-Lay’s  slogan I “betcha you can’t just eat one”!

Popularity: 8% [?]

Ignoring Friends on Facebook

Apr 6, 2008 Family and Friends, Social Media, social networks

Finally, a way to ignore friends I have already “friend-ed” on Facebook who annoy me on a daily basis with Application Invites.

According to Nick O’Neill from the All Facebook Blog we can now choose to Ignore all application invites from those pesky friends who invite you to join EVERY application they add to their profile.  I just cleared six today, four from one person.

Now if only I could stop receiving invites to random parties from one particular friend, I could save at least 20 clicks a week on the “Ignore” button.

Technorati Tags: facebook,applications,facebook applications,mego,michelle kostya,friends,social media,social networks

Popularity: 5% [?]

SEO Rapper

Apr 3, 2008 Marketing & Communication, Search Marketing

Might need to slow this one down so I can make sure I got it all. Great video.

Popularity: 3% [?]

Wednesday Wisdom: Kitchen Tips

Apr 2, 2008 Wednesday Wisdom

Like the Monday Mini – I am adding a shorter regular feature- this one called Wednesday Wisdom. I will cover two or three pieces of random tips or advice that may have absolutely nothing to do with my usual marketing / communication topics. It may just be something that is on my mind at that particular moment.

Today my Wednesday Wisdom has to do with what I live everyday at the day job…kitchen wisdom.

1) Prioritize your countertop. You can’t always have every small appliance you own on the counter. Spend some time analyzing the use of those appliances. If you only use your coffee maker on weekends – why is it taking up valuable space on your countertop? Perhaps, you would be better moving the very useful Food Processor into its place? Or maybe you are a daily smoothie maker – in which case – why is your blender in the cupboard. It is amazing how useful an appliance becomes when it is accessible.

2) Prepare before you start cooking. Shred the cheese, and chop the veggies. This can cut down on time, and keep the kitchen tidy. A lot of foods can be done in large batches and kept fresh  in containers and ziploc bags.  And, of course find the appliances that will make the job quicker and easier.

Popularity: 3% [?]