Marketing, Economics, and the Web 2.0

Outvesting: A peculiar combination of localism, prosumerism, and capital allocation

October 28, 2009 · Leave a Comment

Every once in awhile I come across a story that, while interesting, makes absolutely no sense to me. Outvesting, which I discovered through Springwise, is just such a story. What the site has managed to do is raise $5,000 in seed capital, through 100 donations of $50 each, for a yet-unchosen Irish start-up to use. Those that have provided the capital will get to vote on who gets the money. Twitter has been a big part of how they’ve managed to accumulate the funds.

If I stop right there, it sounds like an interesting story of using prosumers to provide (an admittedly small) amount of venture funding, which is clearly targetted at people with a little Irish pride. But where I find it weird is in relation to the term outvesting. As the site clearly defines it, investing is “The act of committing money to a business while expecting income or profit in return.” Outvesting is “The act of committing money to a business while expecting to get nothing in return, other than the satisfaction of giving a leg up to Irish entrepreneurs.”

So the natural question, of course, is what exactly is the benefit of outvesting over investing? Obviously from the perspective of whoever ends up with the money, it’s pretty clear – they get money for free. But is that really a better model? Will it lead to better innovation? After all, the basic premise of investing is that the incentive to earn a positive return leads people to allocate capital to projects they deem most likely to succeed. With that incentive not in place, won’t more capital get wasted if an approach like this scaled at all?

Like I said, I find it interesting – but right now I just don’t quite get it. I’d much rather see a more traditional model here – using Twitter, micro-capital-contributions, etc. to allow people to invest in small, promising start ups. But am I just missing something here?

 

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Will ‘paranormal activity’ kill the ’snakes on plane’ mindset?

October 14, 2009 · Leave a Comment

A couple of months ago, buried deep within a post about the Memphis Grizzlies’ prosumer experiment, I made reference to how the experience of “Snakes on a Plane” using an innovative social media marketing experiment, and then failing to put butts in the seats, was being misread. In short, people seemed to jump to the conclusion that social media marketing didn’t work for movies – people might talk about it, but they don’t pay to see it. I proposed that it’s possible the movie was just bad, and you can’t blame social media for people not wanting to see it. I then tied this back to what the Grizzlies are doing, saying “remember to distinguish between whether the approach was wrong, or the underlying product was just too messed up to use it effectively.”

I now, finally, have a good example to back up the assertion. The success of the movie “Paranormal Activity” is all over the news. It is a low budget film, that’s used a slow (and staggered) release, driven by input from potential fans, to roll it out in select theatres (160 so far). Last weekend they averaged $49,379 per theatre – about four times as much as Couples Retreat (which, in fairness, was released in 3,000 theatres). You can read all about it doing a search like this, but the basic idea is that people got behind, word of mouth did it’s job, and it was a great, low-cost marketing move.

But the key lesson to me is simple. Social media allows messages to go viral – but you can’t really control the message that is sent around. So if the movie isn’t good, social media isn’t going to help you much. If it is, a lot of good things can happen. And as this trend continues, what’s really going to matter is not how you market yourself – but whether you can indeed come up with a better mousetrap.

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Leading brands from different parts of the Twitter Matrix

September 30, 2009 · Leave a Comment

padmasree 2Back in March I wrote about a potential framework for how different brands use Twitter. It’s a simple 2 x 2 matrix. On the X-axis I separate out brand and personality centric accounts – basically whether it’s a “real” human or a company / logo. On the Y-axis I separate out broadcast and conversation centric accounts, using “% of @reply messages” as a proxy for conversational activity.

I’ve continued to use this as high-level lens for looking at how companies are using Twitter, and I find it very useful. One of the main messages that derives from repeatedly doing the analysis is that while many people argue the RIGHT way to use social media is to have people-driven conversations, I believe that there are merits to each of the four approaches. To that point, today I thought I’d cover four different accounts that are the “main” faces of different brands on Twitter – each with over 1 million Twitter followers, and each residing in a different quadrant of the matrix. These four are @WholeFoods, @padmasree, @zappos, and @woot.

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How to make twitter better (for me): category and link filters

September 29, 2009 · Leave a Comment

I’ve been doing quite a few presentations on Twitter lately, and in each one I admit I’m still on the fence about the whole thing. At it’s best, I find it to be a very useful source for finding information I would otherwise have never located. But at the same time, I’m frustrated by the deluge of information. While tools like TweetDeck have helped, they’ve only taken me so far. And more and more I hear from people that want to want to use Twitter, but just can’t find a way to make it as useful as they think it could be.

So I sat down to start specing out exactly what would make it better for me – and two simple things seemed to bubble up to the top, and both are very simple. I’d like each Twitter account to be able to designate (say) 5 topics that they tend to tweet about, and then each message they send they click which ones they are relevent to. And I’d like the option, on an account by account basis, to determine whether I’ll only receive tweets with links in them.

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An age-old question about the ‘rebound’ in the wealth of Canadians

September 15, 2009 · Leave a Comment

Yesterday the Globe and Mail had a story about how the wealth of Canadian households had rebounded last quarter, after declines for most of the last year. While this is seen as positive news in regards to our economic health, I believe there’s an important element the report leaves out – wealth of Canadian households by age-group. My hunch is that older Canadians got a fair bit wealthier during this time period, but younger Canadians – on aggregate – treaded water while lurching into ever-greater debt. And it is this group of Canadians that I’m concerned about.

The reason I started thinking about this was simple. The article presents two key facts:

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Effectively broadcasting on Twitter: woot.com

September 11, 2009 · Leave a Comment

Yesterday I talked about how broadcasting – contrary to popular belief – can be a very effective strategy on Twitter. I gave two examples – Amazonmp3 and Whole Recipes – and decided I should provide a few more over the coming weeks. So today I thought I’d highlight another in woot.com, which is a pretty cool company anyway you look at it.

Woot.com, in their own words, is “an online store and community that focuses on selling cool stuff cheap.” What’s different about it is that the company sells one new item every day, and it stays up for 24 hours or until it sells out. For example, today’s offer is a Gateway computer – if you want one better get it before they’re all gone. And before I get to the Twitter account, you know how people argue all companies need to be nice, provide good customer service and all that? Check out there “what is woot?” page. Hilarious. Among other things, no you cannot talk to a live person, you can post a question on the board but there is no guarantee they will respond, there is no customer support, you can’t return anything, and if you think there’s a problem the product it’s probably your fault – so just Google it (though if you dig far enough defective products can be returned).

So basically they do everything most people recommend against, while attracting tons of traffic and customers – and tied to my underlying argument, their twitter account follows the same “against the grain” model. What they do each day is broadcast the deal -period. No @replies, no RTs, no conversations, just the deal. And they have 1,268,731 followers – good for #51 on the twitterholic rankings, right after the Zappos CEO (who as I’ve noted before, is a broadcaster himself). And what’s interesting is that even though they’re not “really” engaged, a lot of their customers are – you can check out some of the comments and stats here. Wikipedia highlights a variety of things that customers have contributed over time – status checkers, widgets, bots, etc. And if you dig through an @woot search on Twitter, there’s lots of people  promoting their various sales for them.

Now Woot might be a bit of an extreme case – but I would argue a lot of the examples from the “other side” of Twitter (extremely active, conversational, “always on all the time”) are extreme cases as well. For woot, broadcasting seems to work – and it’s an approach that makes sense given what the company does. And I’d also argue many companies could learn a lot from them…

(side note on Woot – check out this interesting “treatise” on whether or not they’re an indicator of financial stability).

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Effectively using social media in a way many social media experts hate

September 10, 2009 · 3 Comments

I’ve found there to be some common threads across many (I believe the majority) of the discussions about the “right way” to use social media. You might recognize some of them – it’s about conversations, not broadcasts; it’s about engaging with people, not trying to sell to them; you need to humanize the brand – it’s about people, not logos. Rare is the person that will stand up and say “actually, a brand doing nothing but broadcasting themselves and trying to sell stuff can actually work!” But I think it can.

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The five phases of Twitter’s evolution – and why they’re important

September 2, 2009 · 14 Comments

I’m working on a new presentation about Twitter that’s going to be delivered in a couple of weeks. The first few slides are about what I’m calling the phases of Twitter’s evolution (based on my experience with it) – the types of discussion that seemed most relevant to understanding the platform at various junctures, and how it seems to have changed over time. So I thought I’d briefly summarize the main five, and a couple of thoughts on why both Twitter and (even more so) marketers should be pleased with the development.

1. Much aTweet about Nothing. This phase is epitomized by the brilliant “The Twouble with Twitter” video on YouTube. My favorite lines are when the Twitter skeptic says “but I don’t care what everyone is doing every second of the day”, and the advocate responds “No, neither do I! But we do want other people knowing what we’re doing, right?” To me, the video captures the early response of many people – what a remarkable waste of time this Twitter thing is.

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A new “option” for sports teams to rake in money

September 1, 2009 · Leave a Comment

Every year I join about a dozen high school buddies and head out on an NFL roadie. Every year it’s a different team – with New England, Green Bay, Cincinnati, and Indianapolis being among the most recent destinations. Many of the tickets are VERY hard to get – particularly when you’re angling for a dozen or so in the same area of the stadium. But since we’re willing to pay a relatively high premium to to the re-sellers (or if you prefer, scalpers), we tend to get to the games we want. In the last few years, sites like StubHub have made this far easier than before.

But I’ve always wondered why professional sports teams have allowed such a large portion of their potential profits to be captured by these intermediaries – particularly teams that could sell out their stadium several times over at their current prices. The simplest argument has been that it lowers their risk – sell at a particular price, lock in the revenue, and let the re-sellers worry about whether the tickets will go for a premium or not. But my belief has been, and remains, that teams are “paying” far too much for this – and that some sort of “auction market” could make them a lot more money in the long-term.

In turn, I’ve recently come across a platform – OptionIT – that is a step in that direction. Instead of buying a ticket for a game, fans (or speculators) can purchase an option to buy that ticket at a later date – it functions just like options do in the stock market. If you assume that team itself will eventually get at LEAST face value for each of these tickets, by taking a cut of the option price they directly accrue additional revenue. And if the market becomes really active / speculative, it’s notable that the team could get a cut every single time the option is traded.

This will be an interesting development to watch. While some commentators are noting that this is “just another way for teams to rip you off“, it doesn’t bother me one bit. I really have no problem with teams charging what the market will bear, and given that every year I pay a premium well above face value for a ticket to one game or another, I’d rather have the money go to the teams themselves – particularly since a vibrant options market would likely give my road trip crew a lot more options for when and where we go…


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Chris Bosh vs. Kobe Bryant – two very different website approaches

August 12, 2009 · 3 Comments

As revealed on my wikinomics post that went up this morning, I’m fascinated by the different ways that the NBA, it’s teams, and it’s players are engaging with social media. My hometown team is the Toronto Raptors, and by extension I tend to follow what Chris Bosh – NBA superstar / web 2.0 fanatic – is up to online. But as I engaged in my “research” I came across a few stories about Kobe Bryant’s website. Most weren’t particularly flattering, and focused mostly on the “premium access” fee – about $25 – required for accessing the “exclusive content”. While I agree with most of the criticisms, I think a lot of organizations can learn from looking at all the differences between how Kobe and Chris represent themselves on their home pages.

As a starting point, Chris Bosh’s site seems to be focused on a mixture of promoting himself and connecting with fans. You are immediately hit with information about his new recording contract, and an invite to download his iPhone app (yes, you read that correctly). Follow through to his site and you find access to his blog, photos, tv channel, links to his presence on other social media sites, some exclusive events, and “locker nerd” (supposed to be a haven for techies and sports geeks, but it’s a dead link). You can also send him a question directly if you want. Interestingly, some Google ads are present – featured prominently at the top of the page. Most of them are Raptors related, including some peculiar ones (“talk basketball sports and more with Kapono fans” – noting Kapono wasn’t good enough to have many fans, and isn’t a Raptor anymore. Bad Google ad targeting strikes again).

In contrast, Kobe Bryant’s site seems to be focused on promoting the products he endorses. Go to the site and you’re immediately hit with a full page ad / contest from Vitamin Water. Then an (odd) congratulations to himself (note, not his team, or teammates – a congratulations to Kobe. Makes it feel far less personal than the messages from Bosh, for example). Then an ad for his Nike shoe. Anytime you open a new page, the full screen Vitamin water ad hits you again. And again. And again.

Bosh’s site seems focused on getting you to connect. Kobe’s seems to focus on getting you to pay for access. The content on Kobe’s page is mainly links to stuff he’s doing on mainstream media (Fox Business, Teen Choice Awards). Chris’ page is mainly links to new stuff he’s created for the site. Even the stuff that appears a LITTLE behind the scenes on Kobe’s home page is reprinted from the Nike Basketball site. And of course, if you want to check out the “community”, you have to pay.

There’s a lot more you could get into than that, and of course various caveats around Kobe’s (say) endorsement deals need to be considered. But overall, it’s very to say that Kobe is taking a very “old media” approach to using the Web 2.0 – big, in your face broadcast ads dominate, and the whole focus is on getting money from you directly. Bosh is taking a more open, collaborative, experimental approach – which has both good sides (cool content) and bad (frequent dead links, slightly less “professional”/ clean presentation).

Overall, I think the latter approach is far better – and not just because it’s “nicer”. Even if the underlying objective is to make money, there are a lot of different avenues to do so. Finding creative ways to get fans connected and involved (ala Bosh) creates such opportunities; making it hard for them to do so / force feeding them ads / making them pay up front limits such options in exchange for relatively minimal revenue (assuming few will bother to pay for access). In other words, if Kobe is interested in making money through his online presence, both directly and indirectly, I think he could learn a thing or two from Bosh. And if he’s not, he definitely can learn from him.

And please – spare me any jokes about what Bosh can learn from Kobe on the basketball court. Raptors fans are a long-suffering lot, so have some mercy :) .

Now off for another technology-free vacation – back in about a week.

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