Jun 012010

I got sent this article from the New York Times today. It was short, to the point, and completely missed the point, perhaps.

What do you want to measure?
Sure, of course, you want to know how much online buzz equates to rankings, but what does that really tell you of true value? I don’t think that your advertisers (who pay for all those shows) really care about the number of eyeballs watching your show (whether real or on your PVR).

What they care about is people buying their stuff. This is what google figured out so well ten years ago.

What they care about is showing the right ads to the right people. Like P&G and Unilever sponsoring soap operas back in the 50s.

Market fragmentation
We’ve hit this point where everyone’s got 50+ channels of TV to watch. On top of that, they’ve got 4OD, IPlayer, Hulu, and others. People aren’t watching TV the same way. Media and advertising companies need to pay more attention to the engagement they can have with smaller, stronger audiences rather than beaming out to loads of eyeballs.

Landscape changes
Advertising’s gotta change, and I think it’s a bigger change than using the product placement ideas stuck into this article. The iPad, the web, smartphones, films, and Television create an ecosystem in which you can engage with people and build brands that last.

Go do it.

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May 202010

Stop what you’re doing right now
and to to http://www.rapportive.com/ and install the extension. What? You’re not using Chrome or Firefox?

What the heck is it?
It’s an extension to Chrome and/or Firefox that replaces the sidebar where the google ads turn up with information about the sender– specifically, their blog, twitter, linkedin, etc. You can also extend the extensions with what they call “raplets”– plugins that add functionality to, currently, Crunchbase (useful for tech-geek entrepreneurs), a couple of CRM systems, a booking system, and more.

Why do I want it?
How else are you going to keep track of all those people? Ever get a speculative email from someone that looks good but maybe is spam? You can find out loads of information by looking at someone’s twit-stream, linkedin, etc. right off the bat. It’s super useful. And handy. And fills in the blanks that you get when someone emails you and says “we met at the X conference…” and you can’t remember who they are.

And, it allows you to take (private) notes on them. And they have a dead-simple privacy policy (they essentially respect it and don’t share anything, ever). And it uses OpenAuth, which means that they never see your gmail password, so no hackety hackness.

It only works with gmail.

Enjoy your new productivity

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