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Web Strategy by Jeremiah

Jeremiah discusses how web tools enable companies to connect with customers

Why Magpie’s Advertising System Is Self-DiminishingYesterday

Testing a Twitter Advertising System
I tested out Magpie, an advertising system that creates tweets in my tweet stream, from third party advertisers then pays me.

Some have already blogged about their opposing thoughts on it, and some are publicaly open that they are now Magpies. For me, it was just a test that I’ve now ceased.

Part of my job as an analyst covering social media is to use the very tools in which I cover. I use this knowledge to write reports, help clients, and make suggestions to the vendors themselves. You can expect brands to ask me “how should we engage in Twitter” and I’ll point them to this very post.

There was quite the vitriolic reaction from some, others didn’t seem to mind, a few were acceptable of it. If there was anyone to test it, it makes sense for me, it’s part of my job, and I have a large enough follower base to average reactions.

I’m also going to measure the amount of folks that may have unsubscribed with TweepleTwak, hopefully they’ll realize it’s not permanent and return.

The Test
I setup the system a few days ago, and set it for every 10th tweet there would be an ad, the system is supposed to line up ads with content rel

Social Networks Site Usage: Visitors, Members, Page Views, and Engagement by the Numbers in 2008November 19

Stats on social networks are important, but I’m going to need your help in creating a community archive, can you submit stats as you find them?

I’m often asked, “What are the usage numbers for X social network” and I’ve received considerable traffic on my very old post (way back in Jan) of MySpace and Facebook stats, even months later. Decision makers, press, media, and users are hungry for numbers, so I’ll start to aggregate them as I see them

An industry analysts’ perspective on web measurement:
To be clear, my employer Forrester doesn’t provide specific numbers about social networks like Compete, Comscore, Nielsen or others, we conduct our own surveys on user/brand behavior, opinions, and technographics, so I’m often asked for these numbers by press. I’ll use this page as a library, and point clients, press, and media to it, so they’re armed.

Numbers don’t tell us much without insight and intrepreation, in fact, you’re going to see conflicting numbers of usage from many of the agencies and social networks themselves. The key is to look at trend movements, don’t focus on the specific numbers but the changes to them over time.

I put more weight on active unique users in the last 30 days vs overall registered, in fact, the actual active conversion rate will often range from 10-40% of actual us

Categorization of Brand Backlash StormsNovember 17

While brand backlash (one example of a Groundswell) from social media tools are certainly an impact to the reputation of companies and how their consumers react, there are many different levels of severity from each.

First, see this list of brands that were punk’d from social media, I’ll add some categorization to each of them as I can best gauge in coming days.

To help gauge the differences, I’ve constructed these categories of brand backlash storms (leaning on the Hurricane categorization)

Category 1: Consumer revolt and use social media tools (Twitter, Blogs, YouTube) to tell their story, the brand doesn’t flinch, and there is no mainstream media coverage. Examples: A weekly, if not a daily occurance.

Category 2: The backlash extends beyond just social media tools (Twitter, blogs, YouTube), the brand makes changes based on consumer feedback, and coverage extends to mainstream media and press. Examples: Louis Vuitton brandjacked, Exxon Mobile’s Twitter experience.

Category 3: Consumers use social media tools to spread backlash and there is considerable mentions from mainstream press. the backlash is more severe resulting in significant changes from the brand (hiring, firing, processes, policies or new teams put in place). This becomes a case study for social media books and is often discussed in s

The Motrin Moms Backlash by the NumbersNovember 17

If you weren’t following what was happening online this weekend (yes, yes, ok you’ve got a life) there was a Groundswell against Motrin’s latest viral advertisement that was rejected by mothers in Twitter, spread to blogs, and YouTube. I’m not a mom, so at first glance I didn’t understand the offense, but apparently, it was condescending to moms who perceived wearing babies in a sling as ‘fashionable’ accessory, and who didn’t wanted to be labeled as an ‘official mom’. The original video, which was trying to lean on the light side, took to many generalizations with mothers and resulted in a revolt capped by this backlash video.

To learn more about the story, read Laura Fitton’s summary, Dave Knox of P&G is taking note, has made it to the NY Times Parenting Blog, and the VP of Marketing representing Motrin has apparently responded (I can’t confirm this). Update: Motrin has now apologized on their site (see screenshot below) and there’s MSM pickup by

Growing your Career: Do at GUT CheckNovember 15

This blog is focused on web professionals, and to be that, I’d like for you all to have jobs. Given the state of the economy there are three tips I want you to start on immediately, regardless of your rank, industry, or location.

There are actually great opportunities for those during a recession for professionals, restrained resources and competition will force you to become excellent in whatever you do. You’ll be forced to learn new skills and be more efficient than you’ve ever before. Some layoffs will leave opportunities for vertical growth and leadership opportunities.

You’re going to need a leg up in the market whether it be in your company, outside of your company, or to win new clients. You should start this process now, a simple three letter acronym that you should repeat during your day to yourself. Ready?

Growing your Career: Do at GUT Check:

G: Grow Your Network Before You Need Them
Nothing is more sad that seeing someone getting layed off and groveling to their non-qualified friends and family the need for a job. After this, they’ll go to their professional network to help and network with others, but the look of desperation is evident –no one wants to be hired out of pity. Be prepared.

Therefore you should always be building your professional network, espicially when your job feels secured. There’s really no excuse as many real world networking events are free, but if you’re in Juno