From TV to Web

As more eyeballs gravitate to the Web, companies are strategically shifting advertising dollars from TV to the Internet. Analysts have predicted that broadcast TV’s upfront dollars will be down this year and the big question for the Internet economy is how much of the ad dollars that don’t go to TV will move to the Web. Last year Proctor & Gamble, the world’s largest advertiser disclosed that it was cutting its overall ad budget by 10%, and various brands like Crest and Tide started moving dollars "aggressively" to the Web. While Proctor & Gamble is the largest advertiser, it didn’t take long for other major brands to follow the leader. Reckitt-Benckiser has announced that it plans to shift $20 million to the Web from TV.

According to Ad Age, the company plans to shift an estimated $20 million in TV ad dollars to the web for more than 15 of its brands, including Lysol, Air Wick, Mucinex, Finish and Clearasil. The strategic shift is significant for the company, which has traditionally spent upward of 90% of its $475 million measured-media budget on TV, and less than $1 million in measured spending on the web in 2008, according to TNS Media Intelligence. Even though its 2008 internet advertising through the first half was already double its full-year internet spending in 2007, it was still only 1% of media spending.

Reckitt has tested the waters when it comes to social media and e-mail based consumer-relationship management promotions in the past, but has not tried online video until now. "We've seen a fundamental shift in consumer consumption and media habits migrating over to digital video. Obviously YouTube started it, but we want to [be] aligned with professional content," he said. "With broadband getting to the scale that it has, the shift has happened. The integration of traditional and digital media is here now," said Marc Fonzetti, Reckitt-Benckiser's media manager and internet specialist.

While Reckitt has shifted their budget to capture the audience, it has also been looking for a more efficient pricing strategy to reach a thousand viewers. Adam Kasper, senior VP-director of digital media for R-B's digital media agency, Havas' Media Contacts said "The CPM was the driving factor here. We needed to make it compelling from a buying standpoint in terms of how these CPMs related to TV CPMs, and we had to deliver the impressions more efficiently than TV did," he said, referring to a more targeted audience.

The need to satisfy the ever-demanding requirement to prove positive ROI still rings true when it comes to nontraditional mediums such as social media and online video. As such, it will be crucial for brands to monitor brand engagement and other various metrics to see if the tactics are working effectively. For Reckitt, Marc Fonzetti said this campaign will be measured using a method that combines TV's gross rating points with the web, with additional interactive layers such as online coupons and click-throughs driving traffic to each brand's microsite. Each brand's audience metrics will then be paired with data from Nielsen's Homescan panel, a shopper product that uses ad exposure on TV and the web to determine in-store purchasing behavior.

As more brands test the waters with these new forms of communication, it will be interesting to see what the results are. These new multimedia strategies that utilize online video and social media take time to develop. Likewise, since these are new tactics there are no hard metrics set in stone, it will also require some companies to take a leap of faith. Rest assured, many marketers and companies are trying to figure out the best possible scenario—to engage consumers via these new technologies and also prove positive ROI.

The Rising Popularity of Twitter

Most of us are familiar with Twitter, which allows users to communicate via posts that go up to 140 characters at a time. This new trend of communicating has become extremely popular and it’s boldly going where no social networking site has gone before. Many people are finding this site useful to update friends and family about daily occurrences and celebrities are using it to communicate to their fan base about concert tours.

An article in the New York Post goes into extensive details about the various times and places that people are Twittering as well as the etiquette associated with posting. People have proposed marriage via Twitter, jurors have posted Tweets during trials and journalists have been sent to cover funerals in real time via Twitter. So where are people going to draw the line?

Anna Post, etiquette author and spokeswoman for the Emily Post Institute, is loath to pass judgment on what events are and are not OK to Twitter about, except in the case of trials ("We are citizens, there are duties, and it's not just about you") and probably death. (In September, the now-defunct Rocky Mountain News suffered massive public backlash after it sent a reporter to cover a 3-year-old's funeral in real time, via Twitter.) Otherwise, she says, it's situational. "There's nothing inherently wrong with Twittering [big events] as long as everyone's comfortable," she says. "I think the danger, though, is in how incredibly banal it is."

I can understand why celebrities would use Twitter as it a fast way to reach their fan base who are likely hungry for the behind-the-scenes scoop. Similarly, I can understand if someone is in the hospital waiting for the birth of their child or caring for a sick family member. It is an efficient use of someone’s time if they’re tied up at the hospital and can’t take numerous phone calls from family and friends asking about a status update. If family and friends are directed to Twitter or a blog, they can keep up with daily events and even respond so that their loved one knows they are reading. However, sending a reporter to cover a funeral via Twitter and jurors posting Tweets about trials and murder weapons is taking it too far.

Although Twitter is only 3-years-old, it is estimated to have between 4 and 5 million users, with 55 million unique visitors per month. As more people sign up for Twitter and see how easy it is to communicate with others, it is likely that the number will increase and the type of instances that people Tweet about will change. We’ve already seen how powerful Twitter has been with real world-breaking news such as the Bombay attacks, the earthquake in China and the Hudson River plane landing. All of these occurrences were first reported by citizens via Twitter. But what makes me wonder is whether people will realize that there are certain times when it’s just not appropriate to Tweet, or if any life event or a passing thought is game for the site. It will be interesting to see how corporations, judges, bloggers and everyday citizens feel about the site going forward.

Obama is ‘open for questions’

Recently, Whitehouse.gov launched an openforquestions page which gives people the opportunity to submit questions to President Barack Obama about the economy. According to the page, people are invited to participate in the community-moderated online town hall. People are asked to submit a question about the economy, vote on submissions from others and include a link to a video. Finally, they are asked to come back on Thursday to watch the President answer some of the most popular submissions live at the site.

Giving people the ability to post questions to the President could bring a lot of interesting topics to the surface. Tracking these questions and then choosing which ones get posted is no easy task. The government has to deal with a slew of issues such as censorship if they delete comments, privacy if they keep track of you, and complicated procurement rules to use any kind of software. Despite these issues, creating this page is definitely a step in the right direction of getting the President involved and listening to people’s concerns.

According to a blog on Wired, the first big issue that arises is whether the site will be swarmed with useless questions. The internet is a great tool for harnessing the wisdom of crowds — and also the "idiocy of trolls." Nicholas Thompson, author of the blog post indicates that the trolls are doing OK in at least one area: flooding the page with questions about legalizing pot — a marginally important debate at most times, and a totally trivial one at a time of global economic catastrophe. As of right now, there are 290 questions that have been submitted that include the word "marijuana." By comparison, there are 90 that use the word "manufacturing" and three that contain the word "broadband."

While negative comments are to be expected, there are many people are that voting on various positive topics. As of right now, 92,517 people have submitted 103,755 questions and cast 3,599,068 votes. An interesting question that is number one in the Jobs Category is "What are your plans to encourage corporations to keep middle-class jobs, such as customer-service call centers and transactional-based support services like accounting and computer program jobs, in the U.S?" Needless to say, it will be interesting to see which questions get chosen and ultimately get answered by the President. The blog raises a few interesting questions about the site: Will Obama cherry-pick questions that lead into policies he has already developed and that he likes discussing? Or will he pick the hardest, most-complicated and most-important questions?

While this site is just the beginning for the Obama administration, it is definitely a step in the right direction based on the networked society that we live in and the desire people have to get involved online. Opening up a free-flowing site where people can submit questions and vote on issues is a risky step. However, this also demonstrates a new way for the president to communicate with the country.

Teach Twitter in Elementary Schools?

Logging on to your computer is a daily ritual for many people. Some programs are easy to learn and some require structured classes and a detailed explanation. However, when it comes to social networking sites like Facebook, Twitter and MySpace, it is easy to just sign up and take a test drive. As I was browsing TechCrunch to catch up on my daily digital news, I came across an article that explains that the British government is proposing that Twitter is to be taught in elementary schools as a part of a wider push to make online communication and social media a permanent part of the UK’s education system.

Details about the proposed curriculum are listed in the The Guardian, the well-known British newspaper and it has caused quite a stir across the globe. The plan is to strip away hundreds of specifications about the scientific, geographical and historical knowledge pupils must accumulate before they are 11 to allow schools greater flexibility in what they teach. It emphasizes traditional areas of learning - including phonics, the chronology of history and mental arithmetic - but includes more modern media and web-based skills as well as a greater focus on environmental education. The proposal would require children to leave primary school familiar with blogging, podcasts, Wikipedia and Twitter as sources of information and forms of communication. They must gain "fluency" in handwriting and keyboard skills, and learn how to use a spellchecker alongside how to spell.

While I do agree that it is essential that children learn how to use computers and various technologies, I don’t think it’s necessary to enforce that Twitter be taught as part of the curriculum. The skills that kids acquire from learning Web technologies can also help them in real world situations and ultimately, be prepared for the working world. But what happens when kids are taught these programs in class and then are on them while class is in session? How many times to professors say “no instant messaging in class?” Soon they will have to say no “tweeting” or “updating your status in class.” British teachers that are instructing these Web-focused classes need to make sure that kids understand the basics but also the rules of etiquette.

Baseball Cards Meet the Web

Everyone has childhood memories that consist of collecting dolls, coins, stamps, posters, stickers, stuffed animals or baseball cards. While some of these hobbies such as collecting baseball cards seem outdated, a new trend has surfaced that allows hobbyists to use the Web to watch players come to life on the cards.

Topps, an international marketer of entertainment products, principally collectible trading cards, confections, sticker collections, and collectible strategy games has teamed up with Total Immersion to launch a new series of 3D cards. Collectors and hobbyists can use their computer and webcam and watch as the players pop up in full 3D for interactive minigames including batting, fielding and pitching drills.

An article in the Daily News gives a brief explanation to get started:
After you've snagged one of the "Topps 3D Live" cards - they come in both Topps 2009 Baseball Series 1 and Topps Attax packs - you log on to ToppsTown.com and select the player on your card. Then, simply hold the card up to a standard WebCam and - voila! - Alex Rodriguez, CC Sabathia, Johan Santana or one of 30 other stars appear to emerge from the card, in 3D, on your computer screen - for a series of simple games playable using your keyboard.

For baseball collectors, Topps 3D Live cards gives new meaning to swapping cards with friends and chewing that stale piece of gum that came with the cards. While most of us have probably thrown out or sold our collections, this example goes to show that there are ways to bring back old hobbies with the help of the Web. It will be interesting to see if this site gets traffic and how old their users are. Today, kids and teenagers might not understand the value and appreciation of collecting cards.

The Power of the Internet

It seems as though everyone is trying to get their 15 minutes of online fame by posting videos on YouTube or by participating on Facebook and Twitter. Kids, teenagers, business professionals, mothers, celebrities and athletes are all using these social platforms. The power of the internet allows anyone with a half-baked idea, a product and a webcam to start their journey to online fame. In the latest example of a social-media world, Lauren Luke, an unknown young single mother from England began selling makeup on eBay and posting pictures of herself wearing the makeup she was trying to sell. She also posted online tutorials on how to make the most of your makeup on YouTube. She has won the hearts of fans all over the world with her use of vibrant color and by recreating celebrities’ coveted makeup looks. Ultimately, her presence on the Web and popularity has made her a global sensation.

While Lauren has never had any formal training as a makeup artist, she has gained a global following as user Panacea81, which is a branded YouTube channel. The videos are short, casual, unedited and entertaining. As her popularity grew and her fan base became more addicted, Anomaly partner Duncan Bird also became interested in the friendly unknown sensation. According to an article in Ad Age, Duncan was impressed that she had 100,000 views on some videos and every time he went back to visit she seemed to have attracted 100,000 more. "There was something about Lauren that struck me as so authentic, so unusual and so interesting," Mr. Bird said.

Since then Mr. Bird has become Lauren’s manager and they’ve created a new cosmetics line, By Lauren Luke which will debut in stores on April 27. The line will launch in North America and Europe with five eye-color kits and will eventually expand. Because Lauren is such a YouTube sensation, Mr. Bird said, By Lauren Luke won’t need a traditional media campaign. "What we're trying to do is make sure that everything we do is true to what Lauren is about," he said. "I'm very passionate that Lauren stays true to her own self-image."

While there are umpteen beauty products in stores and a plethora of beauty consultants, it is still feasible for an unknown person to become a global sensation in the cut throat world of beauty treatments. Getting your message out on social networks and showcasing your talent on YouTube can make you famous and open doors that might not have been opened a few years ago. Who needs Hollywood, the so-called land of where dreams come true when you have a computer and Internet access?

Check out this video to see Lauren Luke in action:

Halftime during a Basketball Game calls for a “Tweet”

Twitter’s popularity is rising among people in all different fields such as celebrities, politicians and athletes. Cyclist Lance Armstrong provides updates on the frequency of his anti-doping tests and posts pictures from his training rides and NBA star Shaquille O’Neal gives away free tickets to fans. The latest craze that has received a lot of attention is the fact that Charlie Villaneuva, NBA basketball player for the Milwaukee Bucks posted a “Tweet” from his mobile phone during halftime of a critical game. He posted “In da locker room, snuck to post my twitt. We're playing the Celtics, tie ball game at da half. Coach wants more toughness. I gotta step up."

According to an article on Foxsports.com, coach Scott Skiles was perturbed when he found out that his top player was on his mobile phone and not focusing on the game. "We made a point to Charlie and the team that it's nothing we ever want to happen again," Skiles said after practice Tuesday. "You know, (we) don't want to blow it out of proportion. But anything that gives the impression that we're not serious and focused at all times is not the correct way we want to go about our business."

But according to Charlie, he didn’t think he did anything wrong and was completely focused on the game. As he noted, he had to “step it up” and he did just that by scoring several points and ultimately, this allowed the team to hold the final playoff spot in the Eastern Conference. He denied any comments that alluded to the idea of him not being focused on the game.

Although Charlie is one of the best athletes to follow on Twitter because he is consistently active, engaging and amusing, it is unnecessary that the professional NBA basketball player post “tweet” during halftime. Isn’t playing ball and the stress associated with it enough? Die hard fans might disagree and enjoy the behind the scenes and live scoop.

Charlie’s response to all this chatter was “we’re talking about Twitter here. We should be worried about Orlando.” In fact, I have to agree that this all this drama was silly. But I am sure that Charlie has learned his lesson and won’t be posting “tweets” during any games.