Friday, April 30, 2010

LR Says Engagement is Key, But Misses on Strategy

In a recent post, Lost Remote tells local media that social success, "comes, not from pushing people to the site and then converting them into viewers (damn near impossible) but from their engagement with individual stories." In other words, get social and measure success based on engagement.

This is a great post and local media should be engaged in social for the reasons LR states. There are, however, additional goals that should be part of a more comprehensive FB and social strategy. Local media should be looking for ways to track, convert and monetize those users. Simple examples include, embedding tracking pixels in links from FB posts to measure ROI; when driving users to pages make sure to include opportunities for sign up for e-mails and newsletters, which creates new opportunities for advertising; and include advertising on your FB page/tabs. Most media companies are just posting news and watching the friends/likes climb, but they need to be taking a more active role in measurement, conversion and monetization.

Thursday, April 29, 2010

AP Wants to Drive Mobile Deals For Members

Paid Content reports AP wants to strike mobile deals for members. This just sounds like an organization trying to find relevancy while in decline. I certainly hope local media doesn't rely on AP to negotiate deals for them. Media needs to move quickly and aggressively into mobile and AP is not known for either of those traits.

PaidContent: [AP] authorized management to negotiate business models and develop platforms with content distributors, search engines, device manufacturers and others on behalf of members and the news industry. That mandate does not include pricing."

Location-Based Ads More Effective

This research reinforces what PlaceCast found with their GeoFencing tests .. LBA is very effective ---

U.S. Consumers Significantly More Likely To Respond To Location-Based Mobile Ads Than Other Mobile Ad Types | Wireless Week: "The Mobile Marketing Association (MMA) (www.mmaglobal.com) and its official research partner, Luth Research (www.luthresearch.com), today released the latest Mobile Consumer Briefing, a monthly survey of U.S. adult consumers about their mobile marketing behaviors and opinions. Available exclusively to MMA members, the new survey shows that nearly one in four U.S. adult consumers uses mobile location services, with usage highest among Apple iPhone owners."