Marketing Content: Mobile Impacts Brand

The next great leap in communication might be mobile, but consumers are overwhelmingly dissatisfied with mobile Web connections and content. Seventy-five percent have experienced slow load times, and more than half reported that the Web site content was either too large or small for the size of their mobile phone's screen.

The survey was published by Gomez, Inc., which specializes in Web application experience management. The study was conducted by Equation Research on behalf of Gomez. It included more than 1,000 mobile Web users and can be found here.

Additional Key Findings About Mobile Content.

• 85 percent of consumers said they are only willing to retry a mobile Web site one, sometimes two, times if it does not work.
• 61 percent of consumers said they are unlikely to return to a Web site if they had trouble accessing it from their phone.
• 40 percent of consumers said they would very likely visit a competitor's Web site in order to find the information they want.

"While mobile users may accept sites that are 'light' on richness and small in form factor, they are evidently not willing to sacrifice performance," said Matt Poepsel, Gomez's VP of performance strategies. "The mobile Web is all about convenience — the Web in your pocket — and slow mobile pages contradict that benefit."

There Is More To The Story About Mobile.

Despite experiences, mobile Web users have exceedingly high expectations with 50 percent willing to wait only 6-10 seconds or less for a Web page to load on their phone before giving up. Only one in five is willing to wait more than 20 seconds.

The high level of expectation has been perpetuated by mobile phone companies, almost all of which market themselves with the pretense that their network is faster and more reliable. Despite the cause of the evaluated expectations, mobile Web users are most likely to blame the site over their providers.

While solutions are largely absent from the study, there are opportunities and alternatives. For the mobile and tech industry, there is an increasing need to deliver faster devices on networks capable of carrying an increased load. For advertising agencies, the solution is to design simpler, faster loading sites rather than robust sites that increase load times. Or, as an alternative, build in mobile counterparts.

There are, of course, other solutions. Companies can augment their Web communication and marketing programs directing consumers to either custom applications on the iPhone or by using any number of social networks to communicate with customers. RSS readers and networks like Facebook and Twitter are well suited for engaging consumers on a desktop, laptop, or mobile device.

Without question, content portability will become a decisive factor in communication over the next two years. As of July 2009, there were more than 56.9 million mobile devices, up from 42.5 million in July 2008. According to the study, eBay is an early success story in providing mobile content. Its iPhone application generated $400 million in sales since its launch in 2008.

Spotting Trends: Seven Myths About Blogging

Today at BlogWorld New Media Expo 2009 in Las Vegas, BlogCatalog will release excerpts from a research study “An Analysis of the Blogosphere: Its Present & Future Impact,” which was conducted by SPECTRUM Brand Strategy Group, LLC (SBSG). The finding are based on a compilation of interviews with influential bloggers; a quantitative survey of BlogCatalog members; and a qualitative discussion moderated by the SBSG research team.

“What we have found is that many of the standing theories embraced by social media experts are not necessarily based on the experience represented by the majority of independent bloggers,” said Tony Berkman, president of BlogCatalog. “In some cases, the SBSG study seems to suggest that many social media experts are isolating themselves from the greater population of the blogosphere.”

Seven Trends In Social Media Related To Blogging

1. Who are bloggers? While many people speculate younger audiences dominate blog authorship, the reality is that they are dominated by “digital immigrants” (Generation X and Baby Boomers). “Digital natives” (Generation Y and younger) are still exploring how they might best use blogs.

2. Will Generation Y follow these leaders? While there is an educator/student relationship, there is also an increasing divide between A-list “digital immigrants” and the greater population of the bloggers, especially younger content creators. As A-list bloggers have become less accessible, the majority of newer bloggers are looking for better solutions and different connections.

3. Do A-list bloggers have better insights? There is no correlation between A-list bloggers providing better insights
than novice or undiscovered bloggers. In fact, as A-list bloggers become more comfortable and complacent with some tactics, the study suggests new, novice, and undiscovered bloggers tend to take more risks that lead to innovation.

4. Is new media replacing traditional media? The vast majority of bloggers have no intention of becoming citizen journalists. It is more likely that content creators, citizen journalists, and journalists will become increasingly interdependent and not competitive with each other.

5. Can people trust blogs? Among bloggers, trusting other bloggers is not an issue. As readers, bloggers are
generally more suspicious of corporate blogs and traditional media than of other bloggers, even those who remain anonymous. There is also an increasing need for more human oversight over algorithms in discovering quality content.

6. How do bloggers measure success? Bloggers clearly and consistently identify their content as opinion communication and the authors aim to receive recognition and readerships. While corporations are interested in measuring a return on investment, most bloggers are more concerned about affirmation and engagement.

7. Will micro-blogging and social networks replace blogs? Most bloggers see micro-blogging and blogging as an interdependent activity, with micro-blogging, especially Twitter, being used to market blog content. They change where the discussion takes place, but thought leadership occurs on blogs.

There are more conversation topics to be found in excerpts being released today. There are additional points to be found in the full study, which is still being compiled.

Additional Points of Interest At BlogWorld

BlogCatalog is also handing out information on two upcoming Bloggers Unite events in November — Veterans Day: Who Will Stand on Nov. 11 and Bloggers Unite: Fight for Preemies on Nov. 17. Please save the dates and dedicate a blog post for both important causes.

If you are attending BlogWorld and have questions about either event, look for me Friday morning or Saturday afternoon, after I finish my class at UNLV. Or, look for our communication manager Hadley Thom, who will also be frequenting the BlogCatalog booth between sessions.

Who wouldn't be with Clive Berkman passing out special treats for attendees. He cooked the chocolate at my home last night; I highly recommend it.

Aggregating Insights: Valeria Maltoni

When anybody publishes a social media list such as the Conversation Agent's 100 PR People Worth Following on Twitter, people take notice — both those who are on the list and those who are not.

Maybe just as interesting as some of the people on the list, Valeria Maltoni recently tracked and shared the varied reactions to it, which seems to range from dismissive cynicism to grateful elation. It contains some fascinating insights into social media.

"You're not famous until my mother has heard of you." — Jay Leno

As social media has continued to evolve, aggregation has been an increasingly powerful component, especially for those engaged in the field of communication and those hoping to be recognized for their thoughts and contributions. Whether those lists are post votes (e.g., Digg), authority algorithms (e.g., Technorati), participation in ranking programs (e.g., AdAge Power 150), or recommendations from well-read communicators like Maltoni, they tend to drive the discovery that happens online.

In fact, according to study excerpts from Spectrum Brand Strategy LLC to be released by BlogCatalog at BlogWorld this weekend, bloggers report they are most concerned about opinion affirmation and reader engagement over any other measure, which is vastly different than the ROI measured by most companies (but not so different from the most common goals set by consultants who want to be hired by those companies).

Being almost famous, it seems, has become a global pastime online. Enough so that many social media participants invest as much time developing tactics to climb to the top of something as some do creating content with value. A few even develop systems to create the perception of influence even when they are not influential. But that is precisely why Maltoni's list has impact. There was no algorithm to game. It was simply a matter of consistent behavior, which she simply states in her follow-up post.

"We all want to be famous people, and the moment we want to be something we are no longer free." — Jiddu Krishnamurti

If you are looking for trends in social media, Maltoni's list presents a one step removed glimpse of the future. Respected people over programs will eventually play a greater role in vetting the increasing amount of content being uploaded on the Web, much like editors and critics have done in the past. Some briefs are attempting to do this for public consumption. Some social media consultants (including our company) already produce private market intelligence reports for companies hoping to have an edge. And in the near future, we'll be doing more of it with an experimental project we have waiting in the wings.

It's a vastly different approach than previous algorithms, some of which only aimed to get the attention of the people placed on it (list owners used to get props for nothing more than ranking others). More and more often, it will be based on the quality of the content or level of contribution or basis of an idea because the value of the lists, recommendations, and vetted content will be determined by objectiveness over exhibiting favoritism or partiality to the so-called famous social media participants.

"I'd love to live in Ireland but I'd like to live as me, not what someone thinks I am." — Van Morrison

Another point of interest to take away from Maltoni's second post is, as mentioned, how various people react to being included or not. It's an extension of how they perceive being famous to some degree (even if the list had nothing to do with being popular).

In general, it seems that most were dismissive if they felt more famous than the list maker, grateful if they respected the person, irritated if they felt more famous than those included, eager if they were looking for a boost in their own popularity, and so on and so forth. In my case, I was grateful, especially because I never pursue being included on any algorithm list like the AdAge Power 150 or outreach-oriented compilation like All Top. I'd rather people discover content when they are looking for (and hopefully finding) something relevant or in developing a relationship along the way.

That road may take a little longer to get someone to their destination, but it also ensures you will never overemphasize "famous" in the social media equation or eventually find yourself lamenting those success like Van Morrison. It's better to remember that public relations and communication objectively vetted by humans is better, qualified or not (Maltoni is qualified), because the best lists have nothing to do with being almost famous, as Maltoni said. There are better measures.

Forgetting Flights: Virgin America

On most flights, Virgin America has it all. Its mission is to make flying good again — with brand new planes, attractive fares, top notch service, and innovative amenities. It's the kind of reinvention that has passengers clamoring to board the plane even if it means waiting 15 minutes or an hour on the tarmac.

Or is it?

While anyone flying out of San Francisco International Airport (SFO) might know that fog or rain frequently set departure times back as it did yesterday, no one anticipated that Virgin America would forget to notify passengers that their flights would be delayed. The first notification came 25 minutes after the scheduled departure time.

Sure, most passengers had a hunch that the flight was delayed, given it had never been assigned a gate. Some learned about it while hovering around the departure screens scattered throughout the terminal, partaking in a surreal event as their scheduled "on time" departure came and went without so much as a gate notification, actual departure time, or service agent update. A few checked the Website on smart phones and laptops. A handful turned to passenger service agents boarding other flights.

"We don't know. Watch the terminal monitors."

It was the most common answer before busy passenger service agents would take off for parts unknown. Less common was asking delayed passengers to empathize with other passengers who were also delayed. Those passengers had to wait an hour, one agent said, pointing to the group he was about to allow to board.

Unfortunately, any empathy for others eventually eroded as it took a full 2 1/2 hours before Virgin America would have any direct communication with passengers again. All the while, British Airlines and JetBlue updated their customers, offering apologies for the briefest of delays, which only seemed to add insult to injury for those left in the dark by Virgin America.

Even after Virgin America finally assigned the flight a gate, it took another half hour before the team provided updates with any sense of clarity. Shortly after, they attempted to infuse fun into the situation by offering free drink vouchers to the passenger who could produce the oldest penny or guess the singer of a song playing over the gate intercom.

While the games did temporarily take the edge off a bad situation, one wonders if Virgin America took too long to find its groove. Are leather seats, in-flight video entertainment, and mood lighting enough to keep passengers coming back for more?

It mostly depends on the unique perspective of each individual passenger and whether previous experiences make the mix-up an exception or the rule. Otherwise, it seems Virgin America learned a valuable lesson. If you don't deliver on your core service, no amount of reinvented amenities, services, or selective apologies can make up for it.

There are, after all, only two core services for every airline. Deliver passengers and their luggage to the destination on time, and communicate with them when you don't. Added values — ranging from comfort to humorous onboard educational videos — only count when the first two services are met.

In this case, Virgin America didn't break guitars. It only broke an opportunity to turn more passengers into advocates or evangelists.

Stacking The Odds: Magazine Publishers

The story may be stale for some, but it's no less relevant. AdvertisingAge published an interesting article last week, revealing that rival magazine companies are discussing the creation of an ad network that would sell targeted ad space across many industry Web sites.

While considered very preliminary, the concept is that each participant could get better ad rates. Owning their own network, these publishers believe, thereby reduces the increasing number of independent ad networks that return pennies on the dollars.

According to the IBM Global Business Services study highlighted earlier, this is the kind of network that many advertising professionals expect in the next three to five years or less.

Will a collaborative magazine ad network work?

According to the article, a magazine publishers' network, if it could achieve the crucial scale required, could offer advertisers behavioral targeting on professionally produced, "well-lit" sites. However, depending on the structure and whether publishers would retain independent account executives, it could also skew sales toward favored publishers.

While it might seem like a prudent move for magazine publishers, they would have to take care not to model such a network after the Newspaper Preservation Act of 1970, which may have saved some newspapers in the short term, but resulted in near dual-paper monopolies that hindered start-ups.

Generally, most participating newspapers consolidated advertising sales and distribution. In recent years, the number of joint operating agreements has declined considerably. Personally, I wonder sometimes if the Newspaper Preservation Act of 1970 didn't set the stage for declining print circulations today.

Specifically, had newspapers not grown complacent with little fear of competition, would they have been faster to act in developing a modern distribution model that paid for itself? We may never know.

Tossing Baseballs For Business: Scott Anthony

Last week, Scott Anthony, managing director of Innosight Ventures, applied the wisdom of Boston Red Sox general manager Theo Epstein to explain measurement. Espstein implied that some people focus too much on baseball.

"When you're putting together a winning team, that honestly doesn't matter," said Epstein in reference to J.D. Drew's relatively low number of runs batted. "When you have a player who takes a ton of walks, who doesn't put the ball in play at an above average rate, and is a certain type of hitter, he's not going to drive in a lot of runs. Runs scored, you couldn't be more wrong. If you look at a rate basis, J.D. scores a ton of runs."

Anthony goes on to tie in business management to his article at Harvard Business Publishing, saying that business managers can learn a lot from how baseball general managers build and manage their talent portfolio. How do you really know if you are focusing on the right metrics?

Communication works much the same way. Sure, I frequently write about the importance of communication measurement. It's important. Unmeasured communication is non-communication.

However, that is not to say that all measures have to dictate the course of communication, especially with social media where people have a propensity to add too much weight to the wrong metrics. For example, I know one company that wanted to drop its Twitter account and focus on Facebook based upon the number of members alone.

In this particular situation, it turned out that the positive impact of their communication was reliant on a certain percentage of people who were engaged both on Facebook and on Twitter. Specifically, those who were engaged on both networks tended to be evangelists who considered the Twitter account their personal connection whereas they viewed Facebook as a group for everyone. Contrary, the Facebook group consisted of participants, advocates, and evangelists.

Much like J.D. Drew's relatively low number of runs batted, separating the network into mere count columns does not always lead to the right conclusions. And in this regard, Anthony's observations for innovation might apply to communication. It would require a robust categorization scheme for classifying the type of communication, the reach of the communication, the engagement level of the audiences, and market circumstances (especially a competitive analysis).

Whereas Anthony said better metrics give Epstein a competitive advantage over his rivals, I might say that a better interpretation of metrics will often deliver a competitive advantage. It also ensures Advertising Rule 9 receives due diligence.