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The social graph. Data portability. Privacy. Data control. Peerset CTO and Co-founder Amit Kanigsberg has a few things to share on these topics in this second post in a series on the use of personal data.
Pursuing Transparency is no Private Matter
What does transparency mean to you? In the online advertising industry it conjures one of two things: 1) For the advertiser, full insight into the ad serving stack (from agency to publisher) or 2) For the consumer, full insight into the targeting data ad networks and data providers collect (e.g., Google, Bluekai).
If your first thought was #1, you are forgiven. It is after all natural to follow the money. And there is plenty of it being strewn across that field. But I'll argue that you should be thinking about the consumer a bit more, the sleeping giant as it were. And if you jumped straight to #2, then I'd bet you felt that current efforts and lackluster hype around transparency seems a bit, well, lacking, slight, effervescent, wispy, ethereal - more translucent really.
In a new poll released today by Weber Shandwick and Powell Tate and KRC Research, nearly one-third (34%) of the American public report that they are "tuning out" of social networking sites, with 39% of them attributing their tune-out to rude discourse and behavior. The online survey was conducted in April and asked more than 1,000 Americans how civility affects people's views of and participation in social media, politics, media and buying behaviors.
- 45% have defriended or blocked someone online because of uncivil
comments or behavior
- 38% stopped visiting an online site because of its incivility
- 25% dropped out of a fan club or online community because it had
Unicast's "What Women Want From the Web Report" (pdf) Summer 2010, which polled 516 adult women, found 95% of women plan to go online, and 62% notice and/or interact with online advertising. Women aged 18-24 use the web more than other age groups for all activities except keeping up with news - 53% vs. 67% overall.
What Women Plan To Do Online:
- 76% plan to connect with friends and family
- 67% will keep up with news
- 64% plan to shop for sales/compare prices
- 59% intend to entertain themselves (play games, listen to music or watch TV/movies)
- 48% will research travel/vacations
- Last night Mullen faced Digitas in the first-ever Mullen versus Digitas Ping Pong Tournament. (Nice girl through the guy's legs treatment)
- College Humor helps BP get its Domino's on.
- No. Your Dad does not want a tie for Father's Day this year. Wait, does anyone wear ties anymore?
- Six Flags and Walmart have partnered to offer customers discounts to Six Flags when shopping at Walmart.
- To raise awareness and money for the Greater New Orleans Foundation Gulf Coast, San Francisco-based Pereira & O'Dell are...opening a satellite office off the coast of Naknek, Alaska.
Not that we didn't already know this but sometime a study is required to slap some people upside the head so they realize that what everyone is telling them is actually true. So what's the big finding?
While celebrities have a large number of Twitter followers, most of them are low authority users. On the other hand, "social media heavyweights" like @chrisbrogan, @jowyang and @jasonfalls seem to attract fewer but very engaged Twitter users with high authority rankings.
Um, well, duh. Those who follow celebrities are just "regular" people. Those who follow "social media heavyweights" are in the business themselves and because of that and their interest and participation in the actual business of social media, they have a fair amount of clout themselves.
The study, conducted by sysomos, also takes a look at the authority of those who follow news and media sources. Take a look at the full study here.
Some of you out there (ahem, @1938media) might enjoy the fact @mashable followers are more authoritative than @techcruch followers.
A recent study of rich media ads from textPlus, pointRoll and AdMarvel found, in the first four weeks of the iPad's release, ad interaction times were 30 seconds, ad interaction rates range from .9 to 1/5% (6X higher than desktop ads) and 67% of users who viewed the ads' video component watch all the way though as compared to 53% for the desktop.
Granted, some of this is likely due to novelty but if these numbers hold, there will be some willing iPad advertisers out there.
- A meat brand is showing ass crack in one of its ads featuring Russian lion tamer Edgard Zapashny.
- This Livead-created program promoted the first stock brokerage firm in Brazil to launch its online trading tool.
- Great Works and Fantasy Interactive have created IKEA Playreport, an exploration of child development the world over.
- Giant ants invade Houston. Marcus Thomas created.
- British Airways apologizes for using Bin Laden imagery on boarding pass in its employee magazine, LHR News.
- Frustrated by credit card confusion? Now it's explained by Capital One with cartoon simplicity.
- Who knew the creation of beer could be so beautifully represented? Dentsu Canada for Sapporo.
- Google is testing a new ad format for boosting Twitter followers.
Are you making enough money or are you getting stiffed? Now you can find out. Marketing and design talent agency Aquent, in partnership with design association AIGA, has released its annual survey of salary trends in the design industry.
The AIGA|Aquent Survey of Design Salaries 2010 isummarizes job types by region to give people an idea of the salaries at various job levels. In addition, this year's survey provides insights and advice from design professionals on remaining competitive and successful in today's economy.
The study is commissioned annually by AIGA and presented by Aquent, in cooperation with Communication Arts magazine. The survey results are available to the public, along with an interactive salary calculator tool, and can be accessed online at www.designsalaries.org. Have at it.
The social graph. Data portability. Privacy. Data control. These are the pressing issues marketers face (or should be) when it comes to social media and how everyone (publishers, advertisers and users) can play nice together and all win. Peerset CTO and Co-founder Amit Kanigsberg has a few things to share on this topic.
Time to lose the training wheels
First off, I'll state that I'm not getting onto the "let's tear down Facebook bandwagon." I have a tempered attitude towards the changing social networking landscape - as much as I do enjoy a well-placed tirade. There are a lot of people predicting Facebook's demise, but the fact is there are a lot of smart parties at the table with an interest in not imploding. I'd rather talk about more fundamental forces, largely external to Facebook that will contribute to shifts, particularly as it relates to privacy, data and ad relevancy.
In short, I believe that social networking sites have acted as the training wheels for our online social aptitude. They have allowed us to discover and explore the potential for social networking, while developing the foundation for a broader and truly distributed online experience. We're about ready to take off the training wheels.
This is a guest post by Big Fuel Communications CEO Avi Savar. If you've every wanted to know anything about mommy bloggers and what brands are doing in this space then this article id for you.
Did Mom invent social media? Some say she did. And there is no arguing that she is driving it and helping it to evolve. There are 82 million moms across the U.S. of all ages. That's right, 82 million. And 26 million of them are mommy bloggers. And they are grassroots, Oprah-like brand advocates with loyal followers who can change the trajectory of a brand and its products.