Mobile Media Marketplace chart

Est. percentage of U.S. Subscribers who used the following services. in the 4th quarter of 2007.It is interesting to see video at the bottom of the list (2%) in contrast to the amount of coverage mobile video gets. (Nielsen)

SMS 64%
MMS 39%
Mobile Internet 14%
Ringtones 6%
Premium SMS 4%
Game 4%
Software/app 3%
VIdeo 2%

Targeting Social Networks

A new survey by online marketing consultancy Prospectiv, Woburn, Mass., said their social networking experience would be better if marketers pushed more targeted ads.

Study: Untargeted Ads Turn Off Social Net Users

"The vast majority of respondents (87%) said very few or no ads matched their interests or preferences. About 54% of participants said they never respond to an ad they see on social networking sites."

ROFLcon was this week -  As an Agency we love watching viral media and more so making vital campaigns.
So ROFLcon which celebrates those wacky internet meme was a no brainer to attend virtual or in person this past
weekend.

We  plugged in the conf into Trendrr to get the buzz level.   It had a nice week but does not remotely approch
the numbers of the media that inspired it.

Wiredset returns to Coachella this year to power the official text messaging program for the festival.   The What's Up Coachella  mobile program is in its fourth year enabling festival organizers Goldenvoice to communicate important news, updates and schedule changes with the audience during the three day weekend.  


For more info and registration visit Coachella.com

Highest Rated Quarters Ever

• COMEDY CENTRAL - online viral marketing client
• BRAVO - online viral vital marketing, Facebook application design/production client
• OXYGEN - online viral vital marketing, Facebook application design/ production client
• TV LAND - online viral vital marketing, Facebook application design/production client

 

360 Impact - Online Numbers Up! 

• BRAVO.COM traffic up 256% for quarter
• OXYGEN.COM traffic up 213% for quarter
• TV LAND.COM traffic up 162% for week of High School Reunion Finale

We are so fortunate to love what we do, working with great projects is one of them.


Portishead : LastFM

-- Last.fm announced today that Portishead's long-awaited new album, Third, will be made exclusively available on the site, in its entirety, for free from April 21, a week before its official release.

Portishead : Current TV
    
   Video - Watch the performance and an exclusive interview they did with Current

Here are some links to a few facebook apps our development team has recently launched.

TV Land: High School Reunion
Bravo TV: Supermodel Pose-off
Oxygen Media: My Inner Bad Girl

Couple of self referential trending graphs on Wiredset's
newly launched open and free metrics tool trendrr.com

First a graph the illustrates the number of blog mentions since
we launched this week.  Thank you early adopters and bloggers
who have helped us push off into the interweb.

(are you getting this level of reporting from your digital agency?)





Second one from Dustin where he shows how he uses the API
to create an dynamic graph of trendrr.com memory usage.

(simple elegant and practical solutions for your marketing and technology needs)

Over the last few months the Wiredset development team has been working on launching a few new Facebook apps. Two of them have recently gone live. One for the Oxygen TV show "The Bad Girls Club" and another for Bravo TV's new show "Make Me a Supermodel". We are also very close to launching a few more apps for TV Land and AOL.

Moral of the story is if you have visions of Facebook fame and fortune our team of top notch technologists is here to help you realize them. Drop Seth a line to talk about your project at seth(at)wiredset dot com

Here are some links to the Bravo and Oxygen apps for you to check out:
Supermodel Pose-off
My Inner Bad Girl

Our trend web service site Trendrr.com is now officially in public beta. If you would like the early
chance to play and help shape a cool product please sign up.

It should be especially useful to bloggers. We are looking forward to your feedback and seeing
what you decide to trend.

Trendrr.com

As always check our daily media intelligence

Social Behavior: Following, Friending, and the Establishment of Credible and Trusted Sources
How following and tracking social behavior allow for more trusted sources to emerge

I was playing around with social network icons the other day, pairing ones that I liked to form word phrases. The one I liked best was the Hype Machine´s heart (for when you heart a song) and Tumblrr´s follow (the plus sign followed by the word "follow"). Combined they become "follow your heart."



When I first started social bookmarking on Delicious I realized that if you subscribed to someone´s feed you could in some ways follow their train of thought - viewing their fluctuating interest levels through what they were viewing and reading over time.

Users can build a loyal set of followers by establishing themselves as a credible and trusted source of information. These "alpha users" have strong, well-established profiles on various social networking platforms, micro-blogging, and bookmarking sites, with loyal followers that subscribe to their feeds across these outlets.  

These followings create networks that are not based on inviting, but more so a reciprocal relationship between the user and the follower, based on the user being a trusted source and innovator either online or off and establishing themselves as someone others are interested in.

Online one's innovator status can be exhibited through their social network behaviors; what they are bookmarking, how it is being tagged, how early they identify new information, sites, and trends. With tags, one's skills are further refined, and in the case of Delicious, the more thorough a user is at parsing the single most relevant line in a story, the more quickly that user can evolve into a trusted source and establish themselves as someone other users look to for the latest news and innovations.

This following process has enabled a natural selection-like structure of networked intelligence to emerge that is vastly different from the friending process of social networks and the associated social relevancy and importance of users with high friend counts.  It is amazing how much one can see and learn by following the social networks and the related web-tools utilized by their peers.

A good way for users to gain credibility and increase awareness of their existence would be for these social networks to free up more meta-data around the behavior of users.  This would allow for qualification and rankings around which users might be deemed worthy of following.  For example, if I want to follow the top ten users who were the first to identify and properly tag a certain trend or topic, I should be able to easily access that information through one aggregate feed or application.

Unfortunately, at the present moment each bookmarking, micro-blogging, and social networking site has its own ranking and tagging system, making it nearly impossible for someone to easily migrate their tags or networks (of followers or alpha users - the users they are following) from one site to another. 

This is a difficult process as each social network has completely different tools and associated metrics.  For example:

-    On Flickr, my contacts are those that I follow and their image-specific skills (how good of a photographer they are) is what determines my following, and I have ascribed a level of trust to their image feeds on Tumblr as well.

-    On Twitter, much like Delicious there is a natural selection of signal to noise that determines the follow. The more signal, the better the follow.  The more noise, the less likely I am to follow

-    Each of these follows have their own hierarchy of adoption. In my experience the hardest follow is Delicious, followed by Twitter, then Flickr, than Tumblr, I could go on.

-    Delicious is the hardest because it has taken me over two years and 11,000 +
bookmarks to amass 200 people in my network/follows to my daily bookmarking.  Over the same period at Flickr, where I have published 2,620 photos and received 173,115 views, I have 417 people that call me a contact or follow my photos.


As we have been building out social features around Trendrr, I am pleased that we will be generating cool exportable data and tags around social behavior and impressions that have not been generated before; essentially allowing new aggregate values to emerge so actionable intelligence can be properly followed.

I am excited to be following, followed, and creating new tools in this exciting space.  We are just on the tip of understanding the importance of this movement and I look forward to following the progress and development of these new metrics and associated values.

This weeks Advertising Age does a deep dive on
social networks and advertising and marketing with
stories like; What Is Marketers' Biggest Challenge
When It Comes to Social Network

After moderating a panel last week at the Media Summit
conference  there is plenty to be discussed. A couple of
takeaways for me was that there is no easy way for
standardization due to the divergent goals of each campaign. 

Also of note that there are plenty of emergent behaviors that are
not being measured at all.  For example when I polled the panel
on microblogging no saw the value of measuring it yet over 3/4 of
the audience practiced it.    

Speaking of measuring social networks and the interweb - If you
have not already check out Trendrr.com and signup for you beta
account now!

Target: Enabling Behavior.

Monday (3/10) a NYT story ("To Aim Ads, Web Is 
Keeping Closer Eye on You") dug into behavioral 
targeting on major websites and portals 
specifically the amount of user generated 
data points collected. 

For the piece The Times commissioned a study 
from audience measurement firm comScore looking 
at the amount of data collected around users' 
online activities.

"Yahoo came out with the most data 
collection points in a month on its own sites
-- about 110 billion collections, or 811 for 
the average user. In addition, Yahoo has about 
1,700 other opportunities to collect data about the 
average person on partner sites like eBay, 
where Yahoo sells the ads."

The stunning amount of data collected over a 
month was broken out even further on their blog 
(How Do They Track You? Let Us Count the Ways)

A portion of the data points collected may 
be what is called passive data mining and some, 
more egregious data points will be viewed as 
problematic form an end-users perspective.  

The most important question is -
 what data is most actionable?.

What are the most actionable behaviors for 
targeting.  This may not be the obvious 
"top-down" list because factoring in the 
psychographics of what people considered 
intrusive is important (think Facebook Beacon) 
and will yield a better list. 

Think video advertising as a metaphor here. 
The most obvious way to monetize via advertising 
would be total takeovers and long intrusive 
advertisements that could not be skipped.

As socialmedia behavior generates even more data, 
how can we effectively target but not disrupt?. 

The obvious answer for me is to enable or augment 
an existing behavior and the experience around it.  

The not so obvious part of that equation is 
doing it eloquently and effectively. 

Bifurcating behavior from content measurement
is another decision tree.  When does it make sense
to track the behavior around content?, when does it 
make sense just to track the content?. 

In our graph below we look at *some* of the 
types of social engagement behavior data points.

During which behavior will your message 
mean the most in the least disruptive way?

You may have seen the clip or the posts around the amount of plays.

waxy has the best overview...

Here is a graph illustrating the amount of views Bot or Not?

In Toronto today for Canadian Music Week
(March 5 - 8, Fairmont Royal York hotel in Toronto, Canada)
I am on a panel I'm With The Brand: Building Audiences through Sponsorships

Would like to address how artist development will benefit from this model
and how bands can build their brand at the same time the sponsor and consumer
win.  Thats the win win win that makes this type model work.