Category: media

The Politics of a Site: Paying $4.3M for a Tourist Portal

Building a website can be expensive. Paying $15 annually for my WordPress domain name, for instance, is always painful. But if you plan on impressing readers with appearance rather than content, plan to spend a lot more. Like, millions.

The Bulgarian Ministry of Regional Development recently announced its plans to spend 6.5 million leva (about $4.3 million) on building a new travel portal to advertise the country as a major tourist destination. The site, which currently exists here, will be revamped to include a lot more multimedia content like photos and videos. It will also be available to be viewed in nine languages.

So how exactly is the money going to be spent?

According to the Bulgarian newspaper Money, the budget will be split into building the actual site, collecting professional content and then advertising it on the Internet. All in all, that should add up to $4.3M, right? Right.

It sounds like this project extends good ol’ corruption to the Web, allowing people with power to make irrational decisions on behalf of “the people.” Not sure who will be building the site or contributing content for it, but it must be someone famous. As a reader commented on the topic, “For 6.5M they might as well hire Lady Gaga to sing a song about Bulgaria, and keep the change.”

Photo credit: Kenny Miller

The Mirror Culture: Can video chat change relationships?

If you have made at least one video call on Skype, you have experienced a mix of vanity and guilt. Though you are speaking with somebody else, your eyes remain glued on your own image in the left-hand corner of the screen. You fix your hair, straighten your posture and put a sweet, static smile on your face. Preoccupied with your own looks, you forget about the bigger picture—the face of your conversation partner.

Most people would agree that video chat has made us more vain. The fact that there is a video webcam that makes you pretty confirms this idea. But has video chat really changed our conversation dynamics?

I would argue so. In video chat, one’s identity is being reconstructed in real-time. You can model your reactions, focus on your own conversation efforts and express your ideas in an unusual for you way. It is as if you are holding a mirror in your left hand and communicating ideas with your right hand. Are you getting distracted?

I know I am. That is why I rarely turn on the webcam when talking to my parents on Skype. I am afraid that I will lose my spontaneity when I do so–calculating each smile or wink. This screen culture transforms me. Is it transforming you?

Photo credit: notsogoodphotography

Disloyal newsletter readers, you have been saved

Newsletters are like expensive but unwanted food: you promise yourself to consume it but you never do. Like a piece of Rockford cheese sitting in your fridge, newsletters watch you from your inbox everyday. “Open me,” they whisper. Sometimes,  you open one with reluctance and browse through the featured content. But usually, you don’t even bother.

I remain one of the most disloyal newsletter readers. With excitement, I sign up to receive news about topics that truly interest me. Then, I easily archive those emails. I answer messages that seem urgent, and promise myself to go back and catch up on the informative articles in that newsletter. But I rarely do.

What is it about newsletters that makes them initially appealing and then ever-boring? Does the first read determine whether one would keep following the updates? Or does the headline make it worth checking out again? These questions started occupying my mind after I stumbled upon the Daily Beast.

In the middle of their home page, the Daily Beast has a “Cheat Sheet: Must Reads From All Over.” The section introduced international news and articles from different fields. I signed up for it and have been reading The Morning Scoop almost every day. Why?

The Morning Scoop | Daily Beast

Simple & Consistent Lay-Out

The format of The Morning Scoop is very simple with only three colors and minimum images.  The reader’s attention is focused strictly on the text. That does not happen often nowadays, does it?

Engaging & Informative Headlines

The headlines and sub-headlines of each brief are both engaging and informative. They trigger my curiosity and invite me to find out more. A recent Washington Post article about the art of writing headlines makes me appreciate this aspect of the newsletter even more.

Direct Referrals to Original Sources

At the end of each piece, there is a direct link to the source where the article was first published. If I am truly interested in the topic, I instantly visit that site and learn first-hand about the reported issue. I find this fair to me as an engaged reader and fair to the original source as it is getting a direct referral from the Daily Beast.

If you don’t have a favorite newsletter, check out the Daily Beast and share your thoughts and opinions!

Photo credit: quinn.anya

The Times’ Scoop perpetuates gatekeeping power

We are made to believe that we are the gatekeepers of new media—the ones who blog, upload videos and share on social media. It is all up to us! Or at least until editorial power crawls in through the cracks of the wall separating old and new media.

Last week, The New York Times announced that it is launching The Scoop, a free iPhone application through which Times will recommend favorite restaurants and bars. Some argued that this application will create competition for Foursquare, the leader in location-based social media. “The New York Times Fights Back against Foursquare and Yelp,” read an article in The Next Web.

But can this Times product really compete with loose social platforms like Foursquare? No, I would argue. Innovative Web 2.0 environments open themselves to community judgement. You go to a place, you recommend it, you write the review, and thus you add a personal flavor to your network’s experiences. But who is going to write the recommendations for The Scoop? A New York Times restaurant critic and a dining editor.

I am not sure how people will react to the Times’ new tool. Loyal readers will probably dig it. Others might notice the gatekeeping element in the service and approach it with caution. Why caution?

Because it is a step backwards. The Times will let readers contribute to the application by submitting events to thescoop@nytimes.com. Sounds a lot like a letter to the editor. But why go through a gatekeeper when now you can make direct recommendations? How is this application leveraging the opportunity to better use feedback channels?

I am sure many will enjoy reading the well-written lines of The Scoop. But if you read between the lines, you might get the real scoop— gatekeeping will continue to be part of the new media realm.

Photo Credit: DaveAustria.com

The science of creativity

“White flakes as thick as the outer part of a boiled egg” was the image that stayed with my friend while she was reading Proverbs for The People, a book of African-American stories. “How did that metaphor even occur to the writer?” I asked myself. I wish I could hide in some dark corner of the author’s mind and watch the magic of creativity happen.

But creativity shouldn’t be perceived as a mystical vacuum of inborn talent. The modern meaning of this concept is no longer strictly associated with ancient deities. It is a human skill that can be deconstructed.

In a 1996 interview with Wired, Steve Jobs shared his thoughts on creativity. “Creativity is just connecting things,” he said. Discoveries are made with the emergence of new associations between existing ideas. Creative people, Jobs observed, are “able to connect experiences they’ve had and synthesize new things.”

How come they are able to do that, you might ask. Jobs thinks that the reason behind their creativity is the number of experiences they have had and the amount of thought they gave them.

Based on Jobs’ thoughts and some additional research, I suggest a few ways for people to hone their creative thinking skills:

Embrace A Range of Experiences
Embrace different opportunities and seek out various experiences. Travel whenever you get the chance to, and get to know people and places you wouldn’t usually encounter.

Synthesize These Experiences
Think deeper about the things you read, the people you meet and the places you visit. Be curious and ask questions that can reveal more information. The chances are you will discover fascinating stories about them that will inspire you in new ways and give birth to fresh ideas.

Break Preconceived Assumptions
According to Otto Rank, Austrian psychologist and philosopher, creativity can be described as an ”assumptions-breaking process.” Original ideas develop when people make an effort to erase preconceived notions.

Stay Positive
Barbara Fredrickson, Professor of Psychology who studies the effects of positive emotions, argued that joy broadens “the individual’s momentary thought-action repertoire.” In other words, people who experience happiness are excited to explore new opportunities. The conclusion, as described in Positive Psychology, is that “joy appears to open us up to many new thoughts and behaviors.”

Creativity does not merely emerge from inborn talent, but results from a set of skills that can be acquired. And though you might not see snow flakes as the outer part of a boiled egg, you might see rain drops as the ornaments of a crystal chandelier.

Photo credit: (busy) Manu-chan~

A doll within the doll: Landing pages on Facebook

Companies expanding their business pages within Facebook remind me of Russian nesting dolls—corporate sites bustle within the social network, while the social network grows within the larger Web. And all dolls look the same.

Have you noticed how identical Facebook business pages have become to company websites? The structure of your typical corporate site—an About Us page, a Contact Us page with FAQ and an eStore—seems to overlap with the now typical Facebook business page. This phenomenon proves that existing formats inevitably dictate the direction of development for new tools. So, it wasn’t too long before we saw landing pages emerge on Facebook.

Landing pages, or also known as lead capture pages, call the reader to action—they might ask you to fill out a form, visit a Web page or make a purchase. Landing pages present a technique for companies to attract leads and convert them into customers. That is why the experimentation with landing pages on Facebook, a topic tackled in a recent LinkedIn discussion, greatly intrigued me.

Kristin Warner, a social media strategist at Brand Tango, was asking members of the LinkedIn Group Social Media Today for examples of good Facebook “Become a Fan” landing pages. The comments that followed in the thread offered some valuable recommendations and marketing takeaways:
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Harris FloteBote & Audi: Enter to Win a Contest

Harris FloteBote, a marine craft manufacturer, has set up a Facebook page for photo contests. Its simplicity gives readers a sense of clarity and provides them with three ways to take action: enter the competition, vote for photos or invite friends. Audi has developed a similar contests’ page, asking the community to upload photographs and win a prize, to invite friends or to vote.

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MidWest Laboratories & Coca-Cola: Interactive Lay-out

The Facebook page of MidWest Laboratories asks people to simply “like” the company and its mission. The page is designed in a creative fashion with an arrow pointing to the Facebook Like button on top. Such interactive lay-out can be fun for people to respond to. Coca-Cola has developed a similar approach—a red bar on top of the Coca-Cola Facebook page, reads “Like us? Click “Like” above.”

Most online businesses are increasing customer conversions through landing pages on their company sites. That might no longer be enough, though. With the call-to-action format shifting to another platform, businesses will have to quickly adapt to the new environment. Please, do this creatively—sameness can only go that far.

Photo credit: John ‘K’

How the digital ecosystem redefines our perception of time

One thing my friend’s aunt who has cancer has been talking about recently is how people measure time based on their work schedules. You are either at work or off work, and this seems to be the only way people define time. Until today, that is.

With an increasing number of people working and finding entertainment online, our perception of time is rapidly changing. Technological innovation has tempted us to take up work tasks in the small hours of the night and engage in non-work related activities during regular work hours. In other words, the artificially erected barrier between time for industrious occupations and spare time has be shaken.

According to a 2004 research published by NIOSH, employees in America work the highest number of hours annually compared to those in other countries. In the U.S., one would work about 350 more hours per year than one would in Europe, the study showed.

Yet that doesn’t mean all Americans work from 8:30 a.m. to 5 p.m on weekdays. In fact, a 2004 Work Schedules and Work at Home survey showed that about 30 percent of wage and salary workers “have flexible schedules on their primary jobs.” The digital ecosystem contributes to this elimination of strict work schedules and reinforcement of a different perception of time.

The continuously blurring line between fixed work hours and leisure activities is one reason that newspapers are facing a crisis. As economist Hal Varian noted in a blog post for Google, news is increasingly consumed in a work environment while the print press remains an activity for one’s leisure time. In the past, readers flipped through their papers in the mornings and evenings, outside of  the professional space. But today, when breaking news stories and controversial Op/Ed pieces are only a click away, readers can scan them duirng work hours.

Social networks have also helped redefine our notion of time and space. Facebook and Twitter, for instance, definitely contribute to the intersection between one’s professional and personal identities. For many, it has become increasingly harder to keep one’s private persona at home.

The work bars emerging across the U.S. today have become a spatial demonstration of this redefinition of time. They illustrate the blurring line between home and work, leisure and work in a very palpable manner. The coffeehouse, a place historically associated with recreation and  casual chats, now hosts visitors engaged in work projects. Thus, the work bars remix the traditional office environment with spaces for relaxation.

The digital ecosystem, redefining established work habits and familiar spaces, is undoubtedly changing our perception of time. The question is, how do you like this change?

Photo credit: ToniVC and T ART

What is the Future of the News Release?

How is the news release adapting to the digital environment? This is a question I have pondered a lot recently and got a chance to ask at a marketing and PR panel this weekend. Sadly, no one could give me a satisfying answer. Maybe you can ponder with me?

News releases work well in the traditional media ecosystem. PR specialists pitch stories about their clients by contacting print publications, radio stations and TV channels. Usually, they spread the same content–press releases, event announcements, interviews–across different platforms in an attempt to increase publicity for their customers.

How the News Release is Distributed in Traditional Media

But this dynamic changes with the shift of traditional media online. In the era of convergence, we see the birth of hybrid media models and the intersection of video, audio and text on the Web. Unlike in traditional media, however, the delivery platform of digital news remains the same: all content is flying on the wings of the Internet.

How the news release is distributed in new media

Distributing the same content in the same environment raises some concerns.

Readers will inevitably feel disappointed by the lack of original reporting and the way too obvious copy-and-paste. Ten years ago, a New York Times reader might not have been a BBC viewer. But today’s audiences are accessing multiple sources of information and entertainment. Why would they remain loyal to one brand if other online newspapers are offering the absolute same coverage, distributed by an old-school PR agency? And how would advertisers react to a media organization that is losing its loyal readership?

Undoubtedly, the news release has to adapt to its new primary environment. It can no longer be only a denizen of print publications, radio stations or TV channels. The digital ecosystem has demanded a different approach from PR specialists. What would their response be?

Photo credits: bestfor / richard, when i was a bird, Susan NYC, Annie Ok, Tonymadrid Photography

Three Ways to Nurture Evangelism Marketing

Look around carefully and you will probably see that evangelism marketing seems to be sprouting like snowdrops in March. People recommend services and products to one another all the time. But how do businesses leverage these opportunities?

As in another evangelism marketing experience I recently had, yesterday a friend of mine introduced me to a local acupuncture center. She essentially became a salesperson for the People’s Acupuncture Clinic in Amherst, MA—she told me all about their service (multiple times), scheduled an appointment, drove there and back and was even willing to pay for my visit.

It is a funny feeling to recognize such evangelism marketing in your friends. But that is the way friendships work—people who are close to you recommend personalized services and products to make you happy. Yet it is curious to see how businesses take advantages of such word-of-mouth opportunities and build on that human impulse to share positive messages.

Here are three ways in which the People’s Acupuncture Clinic nurtured its existent evangelism marketing:

Bring A Person, Get A Free Service

The acupuncture center had a policy according to which each patient could bring a friend and get her/him a free treatment on Fridays. That is what my friend and I did. As an existent visitor to the clinic, she brought me. So the acupuncturist inserted filiform needles in my hands free of charge. It was a pretty relaxing experience, actually!

Pay Extra Attention to The Newcomer

I received twice as much attention from the receptionist and the medical practitioner as my friend did. Probably due to the nature of their work, they explained the procedure in detail and encouraged me to ask questions. Above all, they made me feel welcome  and important.

Create a Platform for Conversation

On our way out, the receptionist pointed out to the whiteboard hanging on the wall with a Facebook logo drawn on it. “You should check it out,” she said referring to The People’s Acupuncture Clinic Facebook fan page. They use this platform to generate dialogue among patients, give healthcare tips and receive genuine recommendations.

So how do other businesses nurture evangelism marketing to create a positive buzz around their brand?

Photo Credit: ben matthews :::

Evangelism marketing in action

“Those pancakes had better be worth it,” I thought as I left home at 8 a.m. on Saturday morning to get breakfast at the maple farm in Shelburne, MA. A friend had convinced me and three other students that the Davenport Restaurant offered the most delicious, fresh breakfast nearby.

Davenport restaurant

My friend, who is a deal hunter by nature and an opinion leader among fellow students, has been asking us to visit Davenport since the beginning of last week. She told us the restaurant offers the best pancakes and home-made maple syrup. It was enveloped by trees and nearby there were cows.

Yesterday, she followed up on her suggestion and organized the trip. She set up a time, designated a driver for the two-hour drive to the farm and back, and checked the restaurant’s open hours on their Facebook fan page. But, most importantly, she got four people really pumped up about this breakfast.

For all these things that my friend did for Davenport, companies hire salespeople. She pitched a product in a personalized way, explained it to us multiple times and followed up on her suggestion. She made all the arrangements for us to try the product. She did it genuinely and with passion because she was confident we would love the place.

Davenport

And we did. As soon as we set foot there, we were happy customers. We saw how maple syrup was produced, browsed through the local brochures pasted on the walls and took photos. Then, we ordered huge cups of coffee, Finnish pancakes and large chocolate chip pancakes. Upon leaving, as curious 20-somethings, we explored the farm and found the cows. On our way back in the car, we talked about how great the place was.

Thanks to my friend, Davenport just attracted four loyal customers. As soon as we got back on campus, we shared with other friends about our pleasant experiences at the farm. I, for instance, tweeted about it, added the restaurant as a tip on foursquare and uploaded some photos of it on Picasa.

This, my friends, is evangelism marketing in action.