Dove viral has drawn heat from critics. To be honest, I'm glad.
The double standard of this campaign is pretty clear. How can one beauty product take a moral high ground against other beauty products when they still advertise in the same places, and are owned by the same company as those they are critising?
November 26, 2007
http://adage.com/article?article_id=122185
See the video:
http://www.youtube.com/watch?v=JaH4y6ZjSfE
Wednesday 28 November 2007
Thursday 22 November 2007
Measuring Web 2.0
Four different perspectives on measuring Web 2.0. Cheers Nick.
http://www.websocialarchitecture.com/community/2007/08/measuring-commu.html
http://www.sci-tech-today.com/story.xhtml?story_id=023001WVB6FE
http://www.theregister.co.uk/2007/07/10/nielsen_page_views/
http://www.e-consultancy.com/news-blog/362048/measuring-web-2-0-the-death-of-the-page-impression.html
In summary
E-consultancy talk about approaching measuring Web 2.0 more like broadcast media than press. They believe the key metrics should be the number of users and the length of time they spend.
The new version of Google Analytics includes new feature such as site search reporting (identifing keywords, categories, products and trends across time and user segments) and event tracking (which enables users to measure visitor engagement with a site's interactive elements.
The Register reports that Nielsen Net Ratings have moved their emphasis on reporting from page views to total time spent on site and also that the measurement methods will be more akin to how TV audiences are estimated.
The Web Social Architecture community posting states that sign-in is the most important action, and therefore traceable stat. They also feel that page views qualified by either a time-based or action-based threshold would represent a valid measurement. Examples they give of action-based measures include file downloads, play embedded media, copy embeded code, forward via email, scroll to bottom of page, print, favourite.
http://www.websocialarchitecture.com/community/2007/08/measuring-commu.html
http://www.sci-tech-today.com/story.xhtml?story_id=023001WVB6FE
http://www.theregister.co.uk/2007/07/10/nielsen_page_views/
http://www.e-consultancy.com/news-blog/362048/measuring-web-2-0-the-death-of-the-page-impression.html
In summary
E-consultancy talk about approaching measuring Web 2.0 more like broadcast media than press. They believe the key metrics should be the number of users and the length of time they spend.
The new version of Google Analytics includes new feature such as site search reporting (identifing keywords, categories, products and trends across time and user segments) and event tracking (which enables users to measure visitor engagement with a site's interactive elements.
The Register reports that Nielsen Net Ratings have moved their emphasis on reporting from page views to total time spent on site and also that the measurement methods will be more akin to how TV audiences are estimated.
The Web Social Architecture community posting states that sign-in is the most important action, and therefore traceable stat. They also feel that page views qualified by either a time-based or action-based threshold would represent a valid measurement. Examples they give of action-based measures include file downloads, play embedded media, copy embeded code, forward via email, scroll to bottom of page, print, favourite.
Who's Really Participating in Web 2.0
taken from time.com
We're very taken with the idea of consumers creating content for the Internet. With the advent of blogs, tagging, personal profiles, garage band music and amateur web videos, instant notoriety is just an "upload" click away. The sheer volume of user content is staggering. Wikipedia's user-created entries have surpassed the 5 million mark. In 2006 YouTube announced that it had served over 100 million video clips per day. With such vast libraries of lip-synched videos and episodes of LonelyGirl15, the numbers seem to indicate that this phenomenon has gone mainstream.
One of the exciting concepts of the next generation of sites is the democratization of the Internet. By enabling each of us to create and publish our own material, the power of deciding what we read and watch has spread from a handful of media companies to anyone with an Internet connection and a cheap webcam.
But the latest data on Internet participation reveals that only a very small percentage of Internet activity is related to users creating and publishing content. The 80/20 rule, also known as the Pareto Principle, states that 80% of all consequences stem from 20% of the causes. If true, the rule would then suggest that 80% of this new form of content is created by 20% of the users.
The rule, subject of countless business books, has no application when it comes to consumer-generated content. Far less than 1% of visits to most sites that thrive on user-created materials are attributable as participatory, the remaining 99% are passive visits.
According to Hitwise, only 0.2% of visits to YouTube are users uploading a video, 0.05% visits to Google Video include uploaded videos and 0.16% of Flickr visits are people posting photos. Only the social encyclopedia Wikipedia shows a significant amount of participation, with 4.56% of visits to the site resulting in content editing.
Not only is the percentage of participation very small online, there are some very strong skews as to who is participating. Visitors to Wikipedia are almost equally split 50/50 men and women, yet edits to Wikipedia entries are 60% male. The gender gap is even greater for YouTube, a site whose visitors are equally male and female, but whose uploaders are over 76% male.
With age comes experience, as well as the desire to disseminate knowledge. There is a clear age difference between visitors to Wikipedia and editors of its content. Over 45% of visitors to the site are under the age of 35, while 82% of those making edits to the site are 35 years old or older.
Web 2.0 has been successful in significantly broadening the amount material available to us, but reviewing the latest data reveals that we're still in the very early stages. Watching videos of Charlie the Unicorn or the latest interpretation of Star Wars Cantina music feels as though we're in the awkward and uncomfortable position of being one of the first guests to arrive at what promises to be a very cool party.
Bill Tancer is general manager of global research at Hitwise.
We're very taken with the idea of consumers creating content for the Internet. With the advent of blogs, tagging, personal profiles, garage band music and amateur web videos, instant notoriety is just an "upload" click away. The sheer volume of user content is staggering. Wikipedia's user-created entries have surpassed the 5 million mark. In 2006 YouTube announced that it had served over 100 million video clips per day. With such vast libraries of lip-synched videos and episodes of LonelyGirl15, the numbers seem to indicate that this phenomenon has gone mainstream.
One of the exciting concepts of the next generation of sites is the democratization of the Internet. By enabling each of us to create and publish our own material, the power of deciding what we read and watch has spread from a handful of media companies to anyone with an Internet connection and a cheap webcam.
But the latest data on Internet participation reveals that only a very small percentage of Internet activity is related to users creating and publishing content. The 80/20 rule, also known as the Pareto Principle, states that 80% of all consequences stem from 20% of the causes. If true, the rule would then suggest that 80% of this new form of content is created by 20% of the users.
The rule, subject of countless business books, has no application when it comes to consumer-generated content. Far less than 1% of visits to most sites that thrive on user-created materials are attributable as participatory, the remaining 99% are passive visits.
According to Hitwise, only 0.2% of visits to YouTube are users uploading a video, 0.05% visits to Google Video include uploaded videos and 0.16% of Flickr visits are people posting photos. Only the social encyclopedia Wikipedia shows a significant amount of participation, with 4.56% of visits to the site resulting in content editing.
Not only is the percentage of participation very small online, there are some very strong skews as to who is participating. Visitors to Wikipedia are almost equally split 50/50 men and women, yet edits to Wikipedia entries are 60% male. The gender gap is even greater for YouTube, a site whose visitors are equally male and female, but whose uploaders are over 76% male.
With age comes experience, as well as the desire to disseminate knowledge. There is a clear age difference between visitors to Wikipedia and editors of its content. Over 45% of visitors to the site are under the age of 35, while 82% of those making edits to the site are 35 years old or older.
Web 2.0 has been successful in significantly broadening the amount material available to us, but reviewing the latest data reveals that we're still in the very early stages. Watching videos of Charlie the Unicorn or the latest interpretation of Star Wars Cantina music feels as though we're in the awkward and uncomfortable position of being one of the first guests to arrive at what promises to be a very cool party.
Bill Tancer is general manager of global research at Hitwise.
Thursday 8 November 2007
Guiness Ads
Guinness hides new ad on Internet The drink’s new website will go live soon
Guinness has a track record of delivering award-winning iconic adverts such a ‘Surfers’ and ‘Hands’ so it seems bizarre that they would want to hide their latest work.
But that’s exactly what they have done.The latest ad is not to be launched on TV but has been hidden online for a Guinness fan to find and then launch to the world.
To be the first to find the new ad internet users are being asked by the drink’s ad agency AMV BBDO to solve a series of clues, codes and puzzles and piece together the new film.“Don’t expect it to be easy,” they warn. “As you know, it just wouldn’t be Guinness if the reward didn’t involve a little waiting.”The drink’s new website will go live soon, but in advance they have launched a teaser on You Tube.
It stars Juan Ramon, the mayor of ‘the village’ and contains some clues to get the search started.
Guinness has a track record of delivering award-winning iconic adverts such a ‘Surfers’ and ‘Hands’ so it seems bizarre that they would want to hide their latest work.
But that’s exactly what they have done.The latest ad is not to be launched on TV but has been hidden online for a Guinness fan to find and then launch to the world.
To be the first to find the new ad internet users are being asked by the drink’s ad agency AMV BBDO to solve a series of clues, codes and puzzles and piece together the new film.“Don’t expect it to be easy,” they warn. “As you know, it just wouldn’t be Guinness if the reward didn’t involve a little waiting.”The drink’s new website will go live soon, but in advance they have launched a teaser on You Tube.
It stars Juan Ramon, the mayor of ‘the village’ and contains some clues to get the search started.
SMOG
How to measure the goobledegook!
http://www.harrymclaughlin.com/SMOG.htm
This will tell you how many years of education needed to understand what you have written.
http://www.harrymclaughlin.com/SMOG.htm
This will tell you how many years of education needed to understand what you have written.
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