— blending the mix

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November, 2011 Monthly archive
Media_httpwwwprwdcouk_eiagl

A great piece on what are quite simple steps that ASOS gave taken to make a huge impact on shopping basket abandonment.

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So, the red spots show the hottest areas, but how interesting that some of the other most interesting spots are the sponsored ads at the bottom right hand of the screen.

Could Facebook, through it’s Sponsored Stories ads, now be offering ads up with the kind of in-page visibility that image and video has within Universal search on Google.

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Facebook has released some early research from media partners who have integrated Open Graph, including Yahoo! News, The Washington Post and The Guardian.

The research found that the news sites which focus on building social and personalised news experiences are the ones which will see higher increases in traffic and engagement.

With the Open Graph, publishers can build a new kind of news app that makes it easy for people to discover what their friends are reading, and look back at top articles over time.

Facebook reported that after Yahoo! News built Open Graph integration into its existing website, it saw 600% increase in traffic coming from Facebook, with people who connect to Facebook on Yahoo! reading more articles than the average user.

The Independent found the integration has bumped up older articles that have gone viral through social distribution, with many of the “most shared” and “most viewed” stories on the site have been from the late 1990s, a result of the increased social virality.

The Guardian, which used the system to build a Facebook app, has discovered that it has generated almost a million extra page impressions every day.

Andrew Miller, chief executive officer of Guardian Media Group, said: “In just over two months the Guardian’s Facebook app has been installed by nearly four million Facebook users, generating, on average, almost a million extra page impressions every day.

“As well as increasing traffic, the app is making our journalism visible to new audiences. Over half of the app’s users are 24 and under – traditionally a very hard-to-reach demographic for news organisations. The Facebook app is one of a number of successful launches by the Guardian in recent months as our digital-first strategy gains momentum. We’re delighted with the results.”

The open graph is causing a big stir on both sides of the fence. Consumers are worried about the visibility of their most personal preferences becoming globally visible, marketers are falling over themselves at the opportunities that access to our most personal information could bring.

The fact that, despite initial concerns about personalisation, both the Guardian AND Yahoo News are reporting very high uptake for open graph services.

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Reboot2

Link: Boot­strap­ping.

Dou­glas Bow­man, Jason Cala­ca­nis, Cory Doc­torow, Jason Fried, Robert Scoble, Doc Searls, Jimbo Wales, David Heine­meier Hans­son and David Wein­berger are just some of the more than 25 speak­ers that all ready is on the speak­ing list with more to come …

This year’s Reboot con­fer­ence on 10–11 June 2005 is build­ing up an impres­sive list of speak­ers and I look for­ward to see­ing them as well as vis­it­ing my friends in Copenhagen.

This con­fer­ence might be a good way to catch up, if you missed reg­is­ter­ing for the Les Blogs con­fer­ence on 25 April in Paris.

Tech­no­rati Tags:

Update: Thanks, Robert, for the men­tion in your Link Blog, I’ve tracked back.

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A Facebook spokesperson confirmed that ecommerce sites are increasingly adding social features. She shared with us a new statistic: 88% of Internet Retailer Top 200 retail sites are integrated with Facebook.

Sociable Labs’ founder and CEO Nisan Gabbay explained that the target age market for an ecommerce site has surprisingly little influence on the percentage of visitors that were logged in to Facebook. Those aimed at college students were closer to 60%, but even those with middle aged saw at least 40% of visitors logged in.

The data was collected using the FB.getLoginStatus() API call from sites of Sociable Labs’ analytics and ecommerce integration customers. 

I remember the time when dynamic, automated email marketing systems came into effect and how they revolutionised the email marketing world – Facebook now has the technology and (importantly, volumes) of fans to allow for this to genuinely impact the e-commerce experience.

The fact that the data comes from the API as well proves that this is not just any self-serving publicity statistic.

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plus1button150.jpgGoogle News now highlights +1’d articles from people in your Google+ circles in its Spotlight section. Friends’ faces and Google+ profiles are displayed next to the link, just like in Google’s social search results. Earlier this month, Google News added the same feature for authors, showing Google+ info under their headlines.

The BIG integration has started. Search is now no longer talking about getting in to bed with social – they are already adjusting the pillows.

Google Plus may not be a Facebook or Twitter but 45 million users is more than enough to provide some kind of indication as to whether or not content is relevant or interesting.

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Something cropped up today which got me thinking about where I’ve come from way back when. Hugh kindly produced this Cube Grenade for us which we were so proud of back in the day – and remain so now.

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I’m a huge fan of sponsored stories. From the brands we have been working with, the impact of sponsored stories is indeed (as FB suggest) much greater than standard ads.

What is much less proven is the efficacy/eyeballs/interactions of the “real-time” status stream and therefore any ads that are served with in.

This then raises the question that with sponsored stories enabling a brand to appear within the news stream, ads appearing within the sidebar, is Facebook now creating a third paid-for advertising asset with yet another price point?

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The implications are unusual in that in this scenario the media agency moves to the head of the line, and assumes the role traditionally reserved for the creative agency.

Aside from making perfect, common sense this is a really interesting viewpoint. As every man and his dog scrambles to “own” social media, it is the media planners who are able (at the moment) to show the strongest way yet to plan social media in ways that people already feel most comfortable buying/proving it.

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