Stemato.com - Stephen Tompkins’ Blog

In the past I have used my blog as a forum to both praise and criticize my college. Well today, I am proud to say that I am a graduate of the Savannah College of Art and Design. Why do you ask? Well, I was reading Bruce Nussbaum’s Innovation Design blog and I noticed that Businessweek had ranked the world’s top design schools. That is right I said WORLD’s Top Design schools. And SCAD was amongst the handful of North American schools that were chosen.

So without further adue, I will let SCAD shine today. Congrats Savannah College of Art and Design and thank you very much for the top notch education that you gave me. I am forever indebted to you.

Here is a link to the SCAD section.

Here is a link to all the College chosen.

Police use fingerprints, DNA and other clues to assist in tracking down the perpetrators of crimes. Doctors use journals, colleagues, and workshops to successfully treat patients. Farmers use weather history, soil conditions and water to determine the future crops. Every occupation has its tool set and the more we evolve the more our tools for success become diverse and varied and online marketing is no different.

With this in mind, I started to think about the current model for online display ads. Where will it evolve? How will the tools effect the future? One thing is certain, if publishers continue to flood the market with a glut of inventory and continue this inflationary effect. CPM’s will continue to plummet. And publishers will fight for pageviews (probably the wrong success metric) in an overcrowded market.

CPM’s are plummeting and clients are demanding better ROI; online advertising has reached an important crossroads. The questions on everyone’s minds are. Will it face similar struggles as offline ads or will it adapt and reach its full potential? The answer to me is the whole model is broken.

Here are a few areas I think should first be examined:

#1 - Ad positioning on the page - Currently, ads seem to populate the side margins and boxes within the content, continuing to fight a losing battle with the content. Search ads were able to differ from display because they match intent with ads. If display could re-engineer its thought to match intent with content they could improve performance.

#2 - Networks/inventory - Networks need to become more transparent and let marketers know when and where they are placing ads. They also need to consider a body that can determine standards on volume and pricing similar to the IAB’s ad size standards.

#3-Targeting tools - Publisher-side targeting tools need to be greatly improved to help marketers reach the right person on the right page in the right spot. How many times do you see ads not matching the content, demographic and user? If pubs could come up with “smart-techonology” that identified layout, navigational flow and content they could better place the right ad in the right spot.

By introducing some of the above changes to the online world you would better improve the experience and performance of your media.  Can you think of some others changes that could improve the online-advertising model?

This week has been really interesting for me. I started a new job and left an old one behind. I made some great friends and really enjoyed my time at Nielsen. It was a lifetime of learning in a year. Thanks to all my Nielsen friends.

I guess the last few lines has you wondering where my career has taken me. The answer is to Atlas Solutions as a TAM. I am super excited and have been there three days but learned so much its amazing. I am looking forward to this path and all the challenges it has to offer it.

But, I digress. This post is about Twitter and the recent influx of followers I have recently received. As Twitter gains in popularity, I expect to see more notifications from people with backwards followers ratios but this week has seen a influx of dotcoms following me.

Is there something in the water that is making these folks think intruding into my lifestream will make me follow them back?

Today, I wanted to do some shameless self-promotion. I have been working very closely with some great talented folks in Milpitas and New York to launch the Nielsen Online Analyst Blog called “Connecting the Dots.” Its been a really fun project and they even allowed me to post on the Blog!

We already have some great post up from many of the analysts, I have been working with at Nielsen Online. I look forward to all the great insights to come in the future. So, I want plug anymore just head over to “Connecting the Dots” and browse some really cool information.

Special thanks to everyone who worked so hard on this project with me.

In the days of BI (Before Internet), poets would scrawl in their notebooks chosen words that would carefully compose a masterpiece of creativity. It was an age-old tradition, and these notebooks are sacred testaments to the accomplishments of man. Their notebooks would wither, rip and turn into relics of a past time; the knowledge passed down to the next generation to inspire in a creative cycle.

Those days are long gone and a new trend is emerging in its place. What is this trend? I am tentatively calling it the Digital Walt Whitman Theory. Its analysis based on my observations as both a creative person and researcher of sorts.

The main gist of the theory is: the creative arts adopt new technologies at a much faster rate than the general public due to above average overlap between technology and art. For example, artists are problem solvers, which leads to experimenting with new technologies as forms of expression. This insistence on experimenting for solutions to creative problems is common in artist and creative folks from all fields.

Furthermore, as society becomes more connected and digital adoption rates amongst artists’ trends higher than the general publics rate of adoption, will we see more artistic folks take leadership roles as inventors? Consumers are savvier then ever and no touch point is safe yet the fine arts remain a beacon of experimentation into these new technologies. While consumers slowly grasp at the new world, artists are experimenting with Twitter, YouTube and other social networks and learning what works and what fails.

Is Damien Hurst the next Bill Gates?

A quick post to shout out about Pete Blackshaw’s latest post for ClickZ. In it, he discusses Twitter segments and different classes of individuals on the site. As the micro-blog evolves it will be interesting to see all the different types that join up and further the analysis.

One interesting footnote, Pete actually used Twitter to gather his data by proposing this tweet to this followers, “ok i think im going to write my mkt column about twitter “types” (user segments) send thoughts 03:55 PM May 08, 2008 from web.” The tweet stoked some thoughts in my head. As I have been thinking about that very thing for quite sometime and was happy to help. I added a few segments including: TweetSquatters and Tweetniks.

I wanted to talk about the Tweetniks, or someone who uses Twitter to write 21st Century prose. Listed below are a few examples of these modern day Whitmans.

• http://twitter.com/TwitterBard
• http://twitter.com/TwitterPoetry
• http://twitter.com/TweetPoet
• http://twitter.com/onelinepoetry

Society’s becoming more connected and much more digital. Artist are sometimes the first to adopt new technology for purposes of expression. Social platforms provide a natural fit for artist to express themselves and explore new mediums. How will digital change creative endeavors? Tweetniks might be blazing a trail of digital creativity that is a game changer but only time will tell.

What do you think?

FYI - Here is Pete’s website dedicated to the topic. Please visit and leave him some feedback on users you have encountered. Additionally, if you would like to add me to your twitter list feel free to do so @stemato.

Keyword research can be a daunting task. Relationships between consumers and brands can be like the difference between Japanese and English. Finding an appropriate starting point for setting up your first search campaign can be the biggest roadblock. After determining what product or products to build your campaign around putting together a great set of keywords is the next step.

Keywords form the spine of the your search campaign; getting these relationships right is important to your success. Where do you begin? Corporate websites, brochures and other marketing materials can be a good starting point for relevant terms being used to discuss your brand but they sometimes lack closeness to the consumer. Don’t be alarmed though because consumers have left a virtual digital treasure chest of keywords waiting be discovered in blogs, message boards and forums.

Here is my 5 step process to begin to gain insight in the blogosphere to what is being said and using it for keyword research:

1. Compile a list of blogs that talk about your brand - Perhaps the most important step is to explore the blogosphere and see who is talking about you. Del.icio.us, Google Blog Search and Technorati are a great place to search your brand and see who is talking about you. Then put together a list of the ones you find to be have the most scope and activity. Look for plenty of comments and large readership. Check for hints including RSS subscribers and comments counts.
2. Read and look for patterns of conversation - Pay particularly close attention to the comments and specific language being used to talk about your features, models and brands in them. Do they use model numbers or branded terms* to discuss products? Comments are insights straight from consumers about the language that is being developed around you. Tag clouds also hold interesting patterns.
3. Make a list of terms - Compile a list of terms that you see in multiple places. Segment the list and make sure you don’t forget the long tail.
4. Rank terms on list - Once you have a master list of all your consumer-driven keywords# put them in order of importance. Focus on consumer talk and how they might search for you not how you would search for your product.
5. Decide how much to bid on terms - Should you bid more on terms that are from consumers or same? Should they be contextually driven or keyword? For instance, Chevy is used more in conversation than Chevrolet according to BlogPulse. Does this chart mean you should invest much more into contextual advertising for the term “chevy”? One thing is certain you would get more placement due to its increased term use.

These 5-steps are starting points for introducing consumer-driven keywords into your paid search campaign. You can not only increase your paid clicks but gain valuable CRM insights into your brand by adding them into your web strategy. The only question left is. When do we start?

* I remember when I worked at a satellite radio manufacturer we had one radio that was called: XTR1, Jimi and Stream | Jockey. Combing through forums, blogs and message boards would have yielded consumer preference for its name.

# Keywords that originate from consumers of a brand and are not necessarily brand driven.

Building from last week’s story about the London Mayor’s election, I wanted to look at some baseline analytics behind the race. Keeping in mind that Boris Johnson eventually wins the race all these charts seem to take on an interesting look. Is it possible to predict an election based on buzz, volume and traffic? If you believe these charts the answer is yes.

Buzz

First look at the below Blogpulse chart (query here) showing the buzz leading up to the May 1, 2008 results. Conversations appear equal through the second week of April but after that they begin the initial spike in Boris Johnson’s favor. The old adage goes “no publicity is bad publicity” and although I have not looked at sentiment it seems to bare true here as Boris peaks much higher than Ken in the buzz chart. (Additionally, Boris Johnson also shows up on the Key People chart here at number thirteen.)

Volume

Volume is an interesting metric online. Ultimately it is about your brand popularity and reach. Or how much the press is talking about you. This Google Trends chart shows that Boris Johnson outpaced Ken Livingstone in news volume too. How did an incumbent so quickly lose press mentions? Did all the online squatters have an effect on Mr. Livingstone’s ratings?

Traffic

Finally, looking at traffic can show you interest about a candidate’s platform. Compete.com’s analytics tool shows backboris.com getting much more traffic than kenlivingstone.com. Which actually did not even register on their graph. Does this mean people were just not intrigued enough about the incumbent to check his website?

Buzz, traffic and volume metrics give us different insights into online behaviors and working in tandem they can help complete the story. They give us an interesting look at the Mayor’s election in London and how a candidate swung the tide in his favor. Was it his online savvy or the help of other’s acumen that helped Boris Johnson?

Saturday was the NFL draft and my favorite team the Miami Dolphins had the top pick. I was naturally curious about the level of discussion in the blogosphere and then something interesting happen. The Dolphins announced early that they had signed Jake Long as the top pick ending months of speculation.

This buzz chart identically follows the way the story broke. His name is first mentioned very sparingly and then on April 10 we see a small spike due to speculation about negotiations beginning. And on April 22 you see the announcement that they had signed him four days ahead of the draft. Then Miami Dolphins buzz spikes again on the actual day of the draft.

Actionable Data for the Miami Dolphins

The Miami Dolphins could use this chart for marketing in a variety of ways. Qualitative and quantitative analysis lies within this study. The Miami Dolphins could make operational decisions such as whether a Jake Long jersey would be a viable choice for the coming year and how many to order. Marketing decisions like promotions and which brands may be interested in using Jake Long are also a viable options.

Deeper qualitative drill downs are also available via clicking through to the points on the chart. For instance, scoring some of the listings from draft day yields valuable PR insights that could overt misinformation. Below is one of the quotes:

• “Now that the Dolphins have signed their #1 pick, Jake Long, it’s now time for the organization (and the trifecta, to be specific) to move on to other things….And as CBS Sports’ Clark Judge writes, the Dolphins are already working hard on moving Jason Taylor” http://www.thephinsider.com/2008/4/22/2155/03979

Social Media Speeds Up Reaction Times

In the old world sports model a reporter would find out about negotiations and write about it to be published for the next day. Then the team’s official PR department would issue its statement regarding the draft pick. Relationships have changed and the world has become much more social. Media has cut down on its delivery times and PR departments are scrambling to keep up. Measuring social media and listening to your fans is crucial to keep up with changing relationships in an increasingly social world.

How will the Dolphins react to this buzz-touchdown and help further their PR strategy for next year?

My guess is they may have a small team devoted to “listening.” I have not seen many sports teams actively using social media as a viable means of listening and reacting. The Colts (mycolts.net) have a social network but I have not seen much feedback to its success for the team. I would suspect that they have an amazing amount of data and hope they are using it gather valuable insights. Insights that could be quickly gathered and analyzed to facilitate on the fly changes to the marketing and PR strategy.

The Future

Social media is predicted to evolve into a vertical driven space (ie. mycolts.net). Leaving little room for brand invasions to drive consumers to trust them less. Mining your base for crucial insights to help evolve your marketing plan can become social overnight. Will you take advantage?

Yesterday I watched the Papal Mass on television and I started to wonder how much buzz the trip received. Here is a Blogpulse chart, comparing the Pope’s visit to the US, with American Recession.

Here is a link to the actual query.