How localized content can build a global audience - iMediaConnection.com

Sheila Mooney, Director of Content Development

for Nurun, offers some very though provoking ideas on generating localized content to build a global audience for brands. The article is absolutely worth a read and discusses the strategic approach to content in relation to context, taking in factors such as cultural nuances, as well as technological factors like bandwidth.

What are your thoughts on her approach?

Consumers will seek out brand content, but only if it appeals to them on a local and personal level. That's why your content strategy needs to factor in context as well.

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Nailing the Revenue Model: Jott.com

Last week featured a web start up that failed in figuring out how to make money by offering there service. That's both sad and common. So to be positive this week, lets look at a company that seems to have nailed the money part of the start up game.

Months ago I wrote about Jott, a service that provides a platform which enabled users' to dictate message via there cell phones, have those messages transcribed to text and then delivered to them via email and SMS.

I became a beta tester around February. For me, Jott made good on it's promises and provided a valuable service that saved significant time and helped me prevent things from slipping through the cracks. Over a few weeks, I found I was averaging between five and seven Jotts a day, using it for both personal reminders and work 'to do's'. Essentially, using Jott provided much more than just easy and efficient reminders - it gave me piece of mind that I wouldn't miss anything important.

Make Money: Keep your Customers
Around late August to early September, Jott came out of Beta and continued to offer a free version of the platform supported by an ad network, but expanded to offer two additional tiers of service with full capabilities.

I'll admit, when the switch was made I was not a happy camper. As a beta tester, I had been use to the full platform of services including individual emails, the ability to set text and email reminders days out, and access to bolt on modules to link Jott with other applications. In the switch, I was bumped back to the bare bones and felt that I, as an early adopter, should have been "grandfathered in" on the full platform.

To Jott's defense, I did receive multiple emails informing me of the date of the switch and the options that would be available for me to purchase. Knowing my own personal inbox habits (which I would bet is similar to most of you) I do tend to get trigger happy with the delete button when cruising through email sent from services I subscribe too. I'm human, and very busy. While I'm sure folks at Jott were measuring open and click through rates on these emails, an additional push on social networks might have helped to increase awareness. Just my opinion though.

After receiving yet another email from the Jott team regarding the upgrade, I took a chance and emailed Doug Alley, Jott's VP of Business Development with my questions on why they chose the route they did, an some of my opinions on alternative strategies.

Jott Responds
Doug was quick to respond with a very professional email and a detailed explanation, siting some very important things to remember about monotozation:

• Start ups need to keep there lights on so there services cant stay free forever.
  
  
• People are willing to pay a reasonable fee for services that provide them with good value and consistent delivery on the promise.
  
  
• Information Privacy is critical to fostering and keeping adoption high. Monotization from data mining can be a slap in the face to the end users.

I appreciated Doug's fast and professional response. I believe that a companies willingness to address feedback from their customers' speaks volume about their culture and brand. Doug didn't once apologize for the decisions he and his associates made - and that was OK. He stuck to his guns and went to great lengths to support his line thinking.

What Doug did do was respond to a customer who felt neglected and left behind. At a recent transportation marketing conference, I heard Ann Minor site that over 68% of customers leave because they feel like they are not receiving the attention they deserve, where as only 14% leave a provider because they are not satisfied with product or service itself.

The result is that because Doug made an effort to pay attention to my concerns, I upgraded my account and am again a happy customer. And additional features like Outlook plugins, an iPhone app, and Twitter links put the icing on the cake.

Moral of This Story
Monotization is not just about developing a pricing structure that works. To be truly successful in growing your revenue and keeping customers, companies need to engage with there customers, really listen, really communicate, and turn them into raving fans of there business.

Then the money will come.

Here's a great article by Read Write Web that Doug turned me on to. What I think is most interesting is the comments from the readers...

Niche Networks: Long Tail 2.0?

First - a sincere apology to all my readers for the silence in the past month. Some changes in my personal life and really fortunate times for my company have kept me pretty busy and away from delivering new content to ChasingChange. I'll be working to keep updates as regular as possible. Thanks for your patience!

And now for the fun stuff...

How many of you have heard the buzz term "lurker" or "stalker". Social media blogger, Shel Israel, has a very interesting perspective on this topic, offering his concept of "The Amplification Factor". Rather than using the term lurker, Shel calls these users "listeners". I dig that - it's much friendlier. Whatever you choose to call them, these users tend to observe dialog, and rarely make the jump to participate.

But wearing my agency hat, here's my issue with this audience - if my objective as a marketer is to modify the behavior of target audiences, it seems that this lack of engagement from the listeners would result in my messages missing the mark or not resulting in any subsequent action. Right?

But can MySpace, Facebook and LinkedIn - all boasting millions of profiles - really provide metrics on user engagement? As a marketer, will reaching an audience of less engaged users on behemoth networks still get me the maximum return on my SMM budget dollars? Hmmm...

Enter the Niche Networks
In the past six months, I've been paying close attention to this evolving trend developing in the web 2.0 arena. While the market place is still heavily dominated by the giants, there has been an influx of smaller, more targeted networks that are gaining significant traction in terms of engagement. These networks deliver value in terms of specific functionality aligned with a robust social platform.

For the purpose of this article, I'm going to call these smaller, more topic focused social platforms, Niche Networks. Not sure if that's officially what they're being called these days, but then again, maybe no one's officially named them yet either!?! Who knows?

I Digress - The Long Tail and SEO
Chris Anderson's book The Long Tail: Why the Future of Business is Selling Less of More, has become fairly well know among business professionals in recent years.

In SEO world, this theory relates to the level of specificity in search phrases and terms, when consumers are searching web to find information on desired products and services.

The more generalized terms (or "head" terms) tend to draw the highest numbers of visitor traffic. For the purpose of this discussion, an example of a Head search term might be "Honda Civic". Firms like mine find that because of the generality of these search terms, a large percentage of the resulting traffic is not ready to convert into customers or leads, or even fully engage the site by going deeper into the pages.

On the flip side, long tail terms and phrases are much more specific. These may include a Internet user's geographic location, specific brands or even specialty services. An example of a long tail term might be "buy 2005 Honda Civic Columbus OH". These Long Tail terms do draw less traffic overall, but have tendency to result in high conversion rates. Why? It's not rocket science. The more specific the search term, the higher the chances are that a user will find exactly what they are looking for, and then be ready to act - or engage.

Long Tail 2.0?
So, going back to application of this concept to social media - these Niche Networks may never boast millions of users, but then again, that's not what their necessarily about. From what I can see, drilling down the focus of the platform seems to help foster real engagement and relationships within the subset of users who are all invested in the topic. It seems that this has potential to provide new opportunities to deliver relevant content, products and services to these audiences.

Finding Your Niche
I'm going to try something new. Over the next few weeks (and maybe ongoing if enough readers are interested), I'm going to examine some of these niche networks and ask for your feedback and opinions as well.

If anything, you may have the chance to be turned onto a new platform that will be targeted to your niche interests.

Stay tuned - more to come soon...

Unplugging Again at Bonaroo 2008

I've been waiting to see one of my all time favorite bands in concert for nearly 10 years now.

Pearl Jam will be headlining at Bonaroo this year. My wife Amy and I, along with four of our best friends, will be leaving early Thursday morning for a long awaited adventure to a 700 acre farm in Manchester, TN.

I really can't think of a better way to get away from the crazy demands of corporate life. There's something about and excuse to be outside and completely unplugged from meetings, email and conference calls. Being outdoors always lifts me up for a recharge.

We'll be joined by more than 75 thousand other music fanatics, all eager to enjoy the hot weather, cold beers, fantastic artists, and the company of complete strangers, who over a weekend, will become familiar friendly faces.

Joining the show this year will be a variety of acts including SuperDrag, Dark Star Orchestra, Willie Nelson, Metallica, Chris Rock, DJ Tiesto, B.B King, Jack Johnson, Talib Kwali, Yonder Mountain String Band, O.A.R. and a play bill full of many others.

Enter The Marketers
It's no wonder that with the popular acts above and a crowd of thousands of voluntary captive men and women, the event attracts a huge number of corporations, looking to tap into the Millennial ad Boomer demographics.

Via the website and mailing list, I've been receiving pre-event promotional offers and alerts, directing I and my friends to take part in just about every creation of an out of home promotion you can conjure up. Sponsor companies including at&t, Xbox360, Sobe, Jansport, Nokia will be out in full force to create brand awareness and capture names for their database.

Bonaroo is truly the place to be in June. I'll have a report with observations of the best marketing ideas at the show when we return...

But for now, here's a 2007 Bonaroo performance by another one of my favorite bands, Tool. See you next week!

Put On Tilt

Do you play Poker?

Over the last five years, popularity of the game has spread through American culture like a super virus. That may sound like a negative connotation, but there are good lessons to be learned when stacking your chips.

It wasn't until recently that I was able to figure out my poker strategy. It feels great to win. Losing is terrible. Even when you're clear and focused, the cards can still fall against you. Now you've been forced on tilt.

Tilt is state of mental confusion or frustration in which a player knowingly adopts a sub-optimal, over-aggressive strategy.

Placing an opponent on tilt or dealing with being on tilt oneself is one of the most important aspects of poker. It is a relatively frequent occurrence, due to frustration, animosity against other players, or simple bad luck.

Experienced players recommend learning to recognize that one is experiencing tilt and to avoid allowing it to influence one’s play.

Real Life
Unless your Chris Moneymaker, poker is simply a pass time activity. But the concept of tilt applies to daily survival.

Everyday we deal with outside forces which we cannot control. Plans change, commitments fall through, great ideas crash and burn. We get frustrated - but the game continues and we are dealt our next hand.

So what's your plan for the next time you get put on tilt?

People Fighting for Change: EcoStudio

My thanks to Eric Elizondo of EcoStudio for turning me on to some great sustainability resources. His blog is jam packed with information on products, ideas and so much more.

Green City Blue Lake is a website created by EcoCity Cleveland, a nonprofit organization that has been at the center of sustainability activities and creative planning efforts in Northeast Ohio since 1992.

Here's an excerpt from their newsletter that Eric forwarded to me:

Warming towards Earth Day
It may have seemed like a long Cleveland winter, but there are signs that our climate is growing warmer. Based on recent temperature data, the national Arbor Day Foundation has published an updated version of the 1990 USDA plant hardiness zone map. The new map shows that much of Ohio has warmed a full zone.

Go here to see an animated display of how the hardiness zones have shifted north.

If you only click on link in this post, click the last one. You'll be directed to an animated map that shows the change in hardiness zones since 1990. It's absolutely staggering.

What are you and I doing to prevent this situation from getting worse?

More Beer

Here's a follow up to my previous post Case Study: Consumer Generated Media and Good Beer.

Cheers to The Beer Wench and the good folks at Tip Top Kitchen & Cocktails for some innovative and fun marketing!

FOR IMMEDIATE RELEASE –

LOCAL RESTAURANT TEAMS UP WITH LOCAL BEER BLOGGER FOR UNIQUE BEER TASTINGS

COLUMBUS, Ohio – COLUMBUS, OH April 4, 2008 – Tip Top Kitchen & Cocktails has joined forces with local beer blogger, The Columbus Beer Wench, to develop an original beer tasting initiative.

With the goal of becoming more educated on the world of beer, The Columbus Beer Wench invites blog readers to join in her venture towards becoming a beer connoisseur. As of this February, The Wench has been hosting informal beer tastings with local citizens at a various local establishments.

The Beer Wench recently reached out to the owners of Tip Top Kitchen and Cocktails for potential collaboration. Known for consistently listening and responding to the wants and needs of its community, Tip Top owners Liz and Tim Lessner jumped at the opportunity to support its local beer loving population.

In turn, Tim Lessner reached out to The Beer Wench for local input on Tip Top’s beer menu.

This past Friday, The Beer Wench met with Tim and Steve, Tip Top bar manager, to brainstorm ideas. The three minds collaborated to create the distinctive concept of a “community inspired beer menu”.

The concept is rather simple. Let Columbus citizens choose the beers they want Tip Top to offer on its beer menu. Let them also choose the ones that should be discontinued.

Tip Top Kitchen & Cocktails, in conjunction with The Columbus Beer Wench, invites the citizens of Columbus to explore this new concept on Sunday, April 20th. The inaugural Tip Top “Drink With The Wench” will take place from 5pm until 8pm. The event will cost $15 dollars a head and includes the beer, various appetizers and Tip Top’s infamous sweet potato fries.

Tasters will sample six different beers, three from the current Tip Top menu and three new beers. Each person will have the opportunity to provide input to which of the current beers should be discontinued and which of the new beers should be offered on the Tip Top beer menu. Beers chosen by the group will be featured as local selections. All guests are encouraged to stay and socialize further after the tasting. As always, the kitchen and bar will be open till close.

The Columbus Underground has also volunteered to collaborate as a partner in this effort.

About Tip Top Kitchen & Cocktails
A tipsy downtown neighborhood bar featuring Ohio Comfort Food, mean whiskey concoctions, draught microbrews, pinball, smiling faces, whiskey, Columbus pride, great local and not-so-local music, Cafe Brioso coffee and delicious pies. Located in the heart of downtown Columbus: The Independent Art Capital of the World!
http://www.tiptopcolumbus.com/

About The Columbus Beer Wench
The Columbus Beer Wench is a local Columbus based beer blog written by Ashley Routson. With the creation of “Drink With The Wench,” Ashley has been successfully closing the gap between the interactive realms of social media with the real world Columbus community.
http://www.thecolumbuswench.wordpress.com

Ahh, Forget Sex

When I was young, my mother believed that my brother and I should experience other cultures. So, my senior year, our family applied for, and was accepted as a host family for international exchange students through Youth For Understanding (YFU).

Juan Pablo Sanchez Santacoloma came to live with us for a year from Bogota, Columbia.  Mom was right.  It was a great experience - we had some interesting challenges - but in the end, he became a member of our family.

Juan spoke no English when he arrived in the states.  That made things interesting.  Lesson learned from this?  If you truly want to learn to become fluent in a foreign tongue -- move.  Go immerse yourself in the language.  Immerse yourself in the culture.  Listen to the language every day. Go to school with people who speak it. That's what Juan did.  It worked.

The Christmas Party

Around the holidays, my mother and father always throw the annual Christmas dinner party for family and friends.  The house was packed and my brother, Juan, and a living room full of people sat enjoying holiday cheer, tasty treats and each others' company.

By this time, Juan had been with us for about five months and had become savvy enough in the English language to carry on a conversation.  Not bad at all, since he had literally started with nothing but hand signals and Spanish.  He was a fast learner.

My mother, who future posts will describe in more detail, had adopted certain cultural phrases in her speech over the years.  One of my favorite responses was something she would use when a conversation was surprising or even absurd:

 

"Oh, for God's sake" was the intended response.

In reality, when she would actually say it, the phrase sounded more like "Oh, for God sakes", switching the "s" from "God" to "sake". This type of modification commonly happens when people use a particular phrase over time.  My brother and I must have heard her say it thousands of times growing up.

Anyway, while sitting at the party, mom, in conversation with a friend responds to a surprising statement with the usual, "Oh, for God sakes!"

Juan, hearing this and being confused, leans to my mom, and the crowd around her, and politely asks (in a heavy Columbian accent):

"Germaine, why for you always say, ah forget sex?  Why do you forget sex?"

The brief second of silence was defining.  Everyone looked up, and not knowing how to respond to an uncomfortable situation, laughter erupted.  I explained to Juan what mom had actually intended to say, the meaning of the phrase, and what Juan had said.  After that, he laughed along with the rest of us.  Juan was a good sport. 

What's the point?

Other than a fond memory and funny story, not much. But there is this: Juan wanted to change the way he was able to communicate by adding a second language to his vocabulary. That's both a brave and admirable change.  

We still have a good laugh at our annual Christmas parties when someone tells the story -- and Juan still calls us every Christmas, and comes to visit our family about once a year.

 

Do you speak a second language?  When you were learning, did something like this ever happened to you?  I'd love to hear about it...