The last few days of holiday shopping are here, and you're rushing to buy something, anything, for the last names on your gift list. Here are 6 reasons to head to your local independent bookstore for last-minute gifts.
Get it now. No paying extra for overnight shipping. Forget giving them a picture of their gift and a promise that it'll arrive soon. Instant gratification is just one of the benefits of shopping at your local independent bookstore.
Avoid the mall. Skip the crowds, the long lines, the harried clerks, and that maddening holiday music loop. Find an indie bookstore in your neighborhood at http://www.indiebound.org/indie-store-finder.
Ask an elf. Don't know what to get your 12 year-old niece? The folks at your local independent bookstore do. They live and love books, and pride themselves on making suggestions that go way beyond this week's bestsellers table.
Great gifts at any budget. Books are some of the best value out there. You'll find great gifts at every price, from stocking stuffers to jaw-droppers. Remember to browse the used shelves, too -- you can find treasures in great condition.
Make it personal. Introduce a friend to the series you couldn't put down. Give the recent graduate the cookbook that got you through your twenties. Give the new mom the one storybook that always got your kids to sleep -- or call her parents and give her the ones she loved as a child.
A gift for your community. Independent bookstores are hurting. If you love them -- the smell of books, the hours you can spend browsing, the employees who remember you and introduce you to titles you never would have found on your own, the sprung couch and resident cat and all the rest of the things you won't find on Amazon.com or in a chain store -- and if you want to keep them alive in your community, buy a few of your presents at your local independent bookstore this season.
Thoughts? Recommendations? Stories of favorite bookstores? Please comment below.
Find an indie bookstore in your neighborhood at http://www.indiebound.org/indie-store-finder
21 December 2009
17 December 2009
Measuring Influence on Twitter
Mashable CEO Pete Cashmore was named “the most influential Twitter user in the world" in INQ Mobile's 2009 Twitter influence study.
Don't get too excited -- the study doesn't really measure influence. ICQ picked the 5 most popular Twitter users in each category, then looked at just four metrics:
• The number of ‘tweets’ they send
• The number of times they ‘re-tweet’ others’ updates
• The number of times that person’s updates have been ‘re-tweeted’
• The number of times they are referenced in other people’s ‘tweets’
This is a step in the right direction -- certainly better than just looking at number of followers. But it misses some key points about influence.
Media and marketers try to identify influencers for two reasons. First, so that they can identify new issues and trends before they take off. And second, so that they can use them to make their own messages or products more successful.
People trying to identify influencers need to look at more than just Twitter volume. They need to examine things like:
• Whether tweets drive additional discussion, or just re-tweets
• Whether tweets drive targeted actions (of all kinds, from clicks and purchases to political actions)
• Whether tweets are quoted and discussed in other media channels, or limited to Twitter
• What percentage of tweeted topics actually reach a critical threshold
• Their audience profile: what kind of people they influence
• Their scope of influence: what topics or fields they’re influential in
These last two are critical. While "the most influential Twitter user in the world" sounds impressive, what really matters is whether someone is influential about the topics relevant to my audience, constituents, or customers.
Conclusion? Media and marketers looking for their next trend-spotter or über-spokesperson will have to keep looking.
INQ press release: http://www.inqmobile.com/blog/twitterati/
Mashable article: http://mashable.com/2009/12/17/twitter-influence-study/
Don't get too excited -- the study doesn't really measure influence. ICQ picked the 5 most popular Twitter users in each category, then looked at just four metrics:
• The number of ‘tweets’ they send
• The number of times they ‘re-tweet’ others’ updates
• The number of times that person’s updates have been ‘re-tweeted’
• The number of times they are referenced in other people’s ‘tweets’
This is a step in the right direction -- certainly better than just looking at number of followers. But it misses some key points about influence.
Media and marketers try to identify influencers for two reasons. First, so that they can identify new issues and trends before they take off. And second, so that they can use them to make their own messages or products more successful.
People trying to identify influencers need to look at more than just Twitter volume. They need to examine things like:
• Whether tweets drive additional discussion, or just re-tweets
• Whether tweets drive targeted actions (of all kinds, from clicks and purchases to political actions)
• Whether tweets are quoted and discussed in other media channels, or limited to Twitter
• What percentage of tweeted topics actually reach a critical threshold
• Their audience profile: what kind of people they influence
• Their scope of influence: what topics or fields they’re influential in
These last two are critical. While "the most influential Twitter user in the world" sounds impressive, what really matters is whether someone is influential about the topics relevant to my audience, constituents, or customers.
Conclusion? Media and marketers looking for their next trend-spotter or über-spokesperson will have to keep looking.
INQ press release: http://www.inqmobile.com/blog/twitterati/
Mashable article: http://mashable.com/2009/12/17/twitter-influence-study/
15 December 2009
When advertising on Twitter, disclosure is not enough.
In my last post, I discussed self-promotion in social media. In this post, we'll begin looking at compensated promotion, with a focus on Twitter.
To be clear, we're talking here about Twitter users promoting someone else's product, service, organization, or the like, in exchange for money or in-kind payment. As with any social media marketing channel, Twitter presents both marketers and publishers (in this case, compensated Twitter users) with a tricky challenge. How do you make your marketing effective and profitable without triggering backlash or losing audiences' attention?
Disclosure has been a hot topic since the FTC updated its guidelines to explicitly discuss compensated promotion in social media. But disclosure is just a basic requirement, not a strategy. While getting caught lying is a good way to tank a campaign, it takes more than basic honesty to make your marketing efforts profitable.
In fact, the key to compensated promotion isn't much different from self-promotion: keep your content relevant and interesting.
It turns out that it's not commercial content per se that people mind. Audiences will happily consume and share commercial content if it's useful or entertaining. What people object to is any content -- commercial or not -- that's irritating, off-topic, or interrupts something more interesting.
Annoy your audience and you'll lose them. Keep your compensated tweets relevant and they'll be tolerated. Find a way to bring value to the conversation, and they may even be welcomed. You might even discover that formal association with a brand can actually increase a publisher's credibility and authority -- and the ability to drive clicks and purchases.
Of course, this kind of micro-targeting requires a different approach from your typical online advertising. Here's where it's important for marketers to stop thinking of micro-publishers as inventory providers and start thinking of them as marketing partners.
Twitter already requires that its users manually approve and post all compensated tweets. Rather than trying to exercise total control over brand messages -- impossible in any social media marketing campaign -- smart marketers are giving publishers responsibility for fine-tuning campaigns to their particular audiences. The result? More audience engagement and higher conversion rates.
If marketers and compensated Twitter users share responsibility for keeping commercial content relevant, interesting, and honest, we can all benefit from Twitter's growth as a marketing platform. And that includes our audiences.
---
FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising http://www.ftc.gov/opa/2009/10/endortest.shtm
Twitter Automation Rules and Best Practices http://help.twitter.com/forums/10711/entries/76915
To be clear, we're talking here about Twitter users promoting someone else's product, service, organization, or the like, in exchange for money or in-kind payment. As with any social media marketing channel, Twitter presents both marketers and publishers (in this case, compensated Twitter users) with a tricky challenge. How do you make your marketing effective and profitable without triggering backlash or losing audiences' attention?
Disclosure has been a hot topic since the FTC updated its guidelines to explicitly discuss compensated promotion in social media. But disclosure is just a basic requirement, not a strategy. While getting caught lying is a good way to tank a campaign, it takes more than basic honesty to make your marketing efforts profitable.
In fact, the key to compensated promotion isn't much different from self-promotion: keep your content relevant and interesting.
It turns out that it's not commercial content per se that people mind. Audiences will happily consume and share commercial content if it's useful or entertaining. What people object to is any content -- commercial or not -- that's irritating, off-topic, or interrupts something more interesting.
Annoy your audience and you'll lose them. Keep your compensated tweets relevant and they'll be tolerated. Find a way to bring value to the conversation, and they may even be welcomed. You might even discover that formal association with a brand can actually increase a publisher's credibility and authority -- and the ability to drive clicks and purchases.
Of course, this kind of micro-targeting requires a different approach from your typical online advertising. Here's where it's important for marketers to stop thinking of micro-publishers as inventory providers and start thinking of them as marketing partners.
Twitter already requires that its users manually approve and post all compensated tweets. Rather than trying to exercise total control over brand messages -- impossible in any social media marketing campaign -- smart marketers are giving publishers responsibility for fine-tuning campaigns to their particular audiences. The result? More audience engagement and higher conversion rates.
If marketers and compensated Twitter users share responsibility for keeping commercial content relevant, interesting, and honest, we can all benefit from Twitter's growth as a marketing platform. And that includes our audiences.
---
FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising http://www.ftc.gov/opa/2009/10/endortest.shtm
Twitter Automation Rules and Best Practices http://help.twitter.com/forums/10711/entries/76915
10 December 2009
Don't apologize for self-promotion in social media - just keep it relevant
Yesterday, I attended a Dan Zarrella's webinar on "The Science of Social Media Marketing." Dan offers some good ideas and statistics... and one terribly bad piece of advice.
Responding to a question about balancing promotional and non-promotional content, Dan said,
If someone is engaging with you, it's because they're interested in what you have to say. It's appropriate to let your followers know if you provide other relevant resources in a professional context. Conversely, if your promotional content isn't relevant, it probably doesn't belong in the conversation.
Using giveaways or coupons as compensation is just as likely to backfire. Social psychology studies have shown that extrinsic motivators (like money, gifts, or social pressures) can actually reduce peoples' intrinsic interest in and enjoyment of an activity or subject.
When you position coupons or freebies as payment for someone's attention, you turn a conversation based on mutual interest into a commercial transaction: again, devaluing your offer and your personal connection. In this case, compensation can actually make people less interested in your content -- and less likely to tell their friends about you.
Social media is about sharing useful and interesting ideas. This includes recommending commercial services -- including your own -- that you think your followers will find useful. Don't apologize for promotional messages: just keep them relevant.
Dan's webinar: http://www.hubspot.com/archive/science-of-social-media-marketing-webinar/
Responding to a question about balancing promotional and non-promotional content, Dan said,
"The traditional advice is 'Don't sell in social media' ... But it is possible [to succeed] with giveaways or coupons. If you're going to do something salesy and more promotional, make sure you're giving people something, like a gift. Say, 'Hey, I'm sorry that I've gotta do this, but I'll give you something free if you don't hate me for it.'"In my social media marketing experience, this is absolutely wrong. Apologizing for what you're about to say undermines both your credibility and the value of your offer. It tells your audience that even you don't think your product or service is relevant to them -- and that you're willing to deliberately waste their time.
If someone is engaging with you, it's because they're interested in what you have to say. It's appropriate to let your followers know if you provide other relevant resources in a professional context. Conversely, if your promotional content isn't relevant, it probably doesn't belong in the conversation.
Using giveaways or coupons as compensation is just as likely to backfire. Social psychology studies have shown that extrinsic motivators (like money, gifts, or social pressures) can actually reduce peoples' intrinsic interest in and enjoyment of an activity or subject.
When you position coupons or freebies as payment for someone's attention, you turn a conversation based on mutual interest into a commercial transaction: again, devaluing your offer and your personal connection. In this case, compensation can actually make people less interested in your content -- and less likely to tell their friends about you.
Social media is about sharing useful and interesting ideas. This includes recommending commercial services -- including your own -- that you think your followers will find useful. Don't apologize for promotional messages: just keep them relevant.
Dan's webinar: http://www.hubspot.com/archive/science-of-social-media-marketing-webinar/
09 December 2009
5 questions for publishers
In my last post, I discussed some pros and cons of using smart phones as platforms for children's e-books. Conclusion: one major problem (health risk to children) can outweigh any number of great benefits.
Publishers need to consider these kinds of new factors in deciding which e-book formats are appropriate for a given category and audience.
Ask yourself:
• Who are my readers?
• What information or experience do they want or need?
• Will they read straight through, browse, or search for specific sections?
• In what context will they be using it?
• Are there any other deal-breakers?
Readers
Who are your readers? Do they have any special needs (e.g. low vision, limited dexterity) that might make a format more or less appropriate? What technology do they already use? Are there any barriers to adoption of new platforms?
Wants
Digital displays tend to reduce reading speed, comprehension, and retention (though to a lesser degree with e-ink than other displays). Think about how this changes the value of digital textbooks and other informational books. Is this reduction outweighed by other features (e.g. searchability, easy reference look-up, motion graphics)?
Interaction
We have different ways of reading novels, lifestyle guides, and reference books. Consider what affordances are gained and lost with each format. Can readers "browse" for decorating ideas? Easily flip back and forth between sections? Highlight important references?
Context
Will your readers will be curling up with your book for a few hours, or a few minutes? For reading in line, on the bus, or whenever you have a few minutes, smart phones are great, if for no reason other than that you always have them with you - convenience trumps the small display. Will they be reading outdoors, where glare and weatherproofing are issues?
Deal-breakers
For children's products, safety is the most important issue: everything else is secondary. What non-negotiable issues matter to your audience? Size or weight? Battery life? If the design and layout of your books is part of the reader experience, how can you accommodate readers who need to increase text size or reverse contrast?
With all the attention around digital rights management, pricing, and competition, it's easy to forget why we fell in love with books in the first place. If we want to make sure that books retain their magic - in every format - we need to look at the reading experience itself.
Publishers need to consider these kinds of new factors in deciding which e-book formats are appropriate for a given category and audience.
Ask yourself:
• Who are my readers?
• What information or experience do they want or need?
• Will they read straight through, browse, or search for specific sections?
• In what context will they be using it?
• Are there any other deal-breakers?
Readers
Who are your readers? Do they have any special needs (e.g. low vision, limited dexterity) that might make a format more or less appropriate? What technology do they already use? Are there any barriers to adoption of new platforms?
Wants
Digital displays tend to reduce reading speed, comprehension, and retention (though to a lesser degree with e-ink than other displays). Think about how this changes the value of digital textbooks and other informational books. Is this reduction outweighed by other features (e.g. searchability, easy reference look-up, motion graphics)?
Interaction
We have different ways of reading novels, lifestyle guides, and reference books. Consider what affordances are gained and lost with each format. Can readers "browse" for decorating ideas? Easily flip back and forth between sections? Highlight important references?
Context
Will your readers will be curling up with your book for a few hours, or a few minutes? For reading in line, on the bus, or whenever you have a few minutes, smart phones are great, if for no reason other than that you always have them with you - convenience trumps the small display. Will they be reading outdoors, where glare and weatherproofing are issues?
Deal-breakers
For children's products, safety is the most important issue: everything else is secondary. What non-negotiable issues matter to your audience? Size or weight? Battery life? If the design and layout of your books is part of the reader experience, how can you accommodate readers who need to increase text size or reverse contrast?
With all the attention around digital rights management, pricing, and competition, it's easy to forget why we fell in love with books in the first place. If we want to make sure that books retain their magic - in every format - we need to look at the reading experience itself.
04 December 2009
Children's books on the iPhone: brilliant, except for the radiation.
In many ways, the iPhone is the perfect e-book platform for children's books. It offers the color display necessary for illustrations. It's the perfect size for tiny hands. The small screen size isn't an issue for books with simple images and limited text. And unlike their print counterparts, iPhone e-books often include narration and animation -- features that add significant value for children who are still building reading skills.
With more and more publishers adapting classic and new children's titles for the iPhone, Droid, and other smart phones, parents can carry a library of wholesome, educational entertainment in their pockets, ready to provide guilt-free quiet time whenever they need it.
Just one problem. All cell phones emit radiation. Long-term exposure to cell phone radiation may carry a risk of cancer and other health problems. Most troubling, children's brains absorb twice as much radiation as adult's, thanks to their softer, thinner skulls and the higher water and ion content of their developing brains.
Recent studies have found increased risk of brain and salivary gland tumors among heavy cell-phone users. Because the effects of radiation exposure build up over time, no one knows what the long-term effects will be.
In the meantime, health agencies in Switzerland, Germany, Israel, France, the United Kingdom, and Finland, as well as the European Parliament, have issued warnings that recommend limiting cell phone use, particularly by children.
In the U.S., consumer advocacy group Environmental Working Group has published the radiation levels for over 1,000 different cell phone and PDA models. Their report advises consumers to purchase low-radiation phones, use headsets, and keep cell phones away from children.
I applaud any effort to promote literacy. Though not a parent, I completely understand the appeal of anything that keeps kids quiet and happy for a few extra minutes. I think these book apps are a great idea -- in theory. But after looking at the report and the radiation levels of most smartphones, I think I'll keep buying my nieces and nephews old-fashioned printed books.
To look up the radiation levels for your phone or PDA, go to
http://www.ewg.org/cellphoneradiation/Get-a-Safer-Phone?allavailable=1
or http://reviews.cnet.com/2719-6602_7-291-2.html?tag=rb_content;contentNav
Disclosure: A friend of mine works at EWG, which is why I have their magnets all over my fridge and am paranoid about certain cleaning supplies. I suppose you could consider the refrigerator magnets "compensation" for this blog post, except that I've had them for the past year and wasn't blogging yet when they gave them to me, and I'm pretty sure they don't have any monetary value. Look for future posts on reciprocity in social media marketing and the importance of disclosure to social media credibility.
With more and more publishers adapting classic and new children's titles for the iPhone, Droid, and other smart phones, parents can carry a library of wholesome, educational entertainment in their pockets, ready to provide guilt-free quiet time whenever they need it.
Just one problem. All cell phones emit radiation. Long-term exposure to cell phone radiation may carry a risk of cancer and other health problems. Most troubling, children's brains absorb twice as much radiation as adult's, thanks to their softer, thinner skulls and the higher water and ion content of their developing brains.
Recent studies have found increased risk of brain and salivary gland tumors among heavy cell-phone users. Because the effects of radiation exposure build up over time, no one knows what the long-term effects will be.
In the meantime, health agencies in Switzerland, Germany, Israel, France, the United Kingdom, and Finland, as well as the European Parliament, have issued warnings that recommend limiting cell phone use, particularly by children.
In the U.S., consumer advocacy group Environmental Working Group has published the radiation levels for over 1,000 different cell phone and PDA models. Their report advises consumers to purchase low-radiation phones, use headsets, and keep cell phones away from children.
I applaud any effort to promote literacy. Though not a parent, I completely understand the appeal of anything that keeps kids quiet and happy for a few extra minutes. I think these book apps are a great idea -- in theory. But after looking at the report and the radiation levels of most smartphones, I think I'll keep buying my nieces and nephews old-fashioned printed books.
To look up the radiation levels for your phone or PDA, go to
http://www.ewg.org/cellphoneradiation/Get-a-Safer-Phone?allavailable=1
or http://reviews.cnet.com/2719-6602_7-291-2.html?tag=rb_content;contentNav
Disclosure: A friend of mine works at EWG, which is why I have their magnets all over my fridge and am paranoid about certain cleaning supplies. I suppose you could consider the refrigerator magnets "compensation" for this blog post, except that I've had them for the past year and wasn't blogging yet when they gave them to me, and I'm pretty sure they don't have any monetary value. Look for future posts on reciprocity in social media marketing and the importance of disclosure to social media credibility.
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