Thursday, August 27, 2009

MySpace Recharge takes off!

In partnership with ANZ and Visa, MySpace has just released their pre-paid recharge card which is a very promising step forward for the brand.

The reloadable prepaid Visa card allows MySpace users (you have to have a profile to sign up for one) to create an account with up to $1000 (transfered via BPAY) and then use that credit to purchase online and at over 500,000 Visa prepaid merchant locations Australia wide and many more overseas. The smartest element of this innovation is the main reason why MySpace developed it in the first place - To allow users to purchase their phone credit via MySpace. Purcahse loyalty will then be rewarded with giveaways and MySpace exclusive offerings.

So users will now be able to log in to MySpace, chat with their friends via chat, send a message to their friends' inboxes, check out the latest music and then purchase their phone credit all in one session. Very convenient. I like the way MySpace is not just about social networking but focused on providing an experience for their users.

The card is a great initiative for MySpace which is still to launch the much hyped MySpace Music. No doubt the recharge card will also be a great hit when MySpace users are allowed to purchase their concert tickets and merchandise etc.

The recharge initiative is great for the MySpace brand as it is not only providing a good reason to join the site but it also provides more value for being a part of the site and MySpace community. It actually makes Facebook look completely one dimensional if you ask me. In addition to that it provides a potentially very solid extra venue stream for MySpace.

Kudos to Nick Love and the team on this one, long time coming but I'm sure it will be wiorth the wait.

Wednesday, August 26, 2009

Nielsen not good enough

For as long as I have known, I have used Nielsen as a tool to measure a website's traffic. Now with today's revelation that Nielsen's sample size numbers have increased from 3,500 to 7,000 it seems more clear than ever just how inaccurate the tracking of Australian uniques has been.

With the increase in the size of the panel all of a sudden Google's unique audience has grown by 16% to 12.4 million and Ninemsn has grown by 27% to 9.7 million visitors per month. Imagine the increase in traffic numbers if, god forbid, the sample size of Australian internet market was 20 million people?

All throughout the industry the data from Nielsen is taken with a grain of salt but we have no other way of measurement? Now I am no back end specialist, but surely being the greatest search engine in the world Google can provide a greater insight on unique visitors? This is the same company that has provided Google Maps, Google Docs and SEM!

Have we not reached a stage in the industry where we can demand greater accuracy of data?

Thursday, August 20, 2009

best practices for blog advertising

I often get asked what is important for a marketer to remember when it comes to advertising through blogs. With blog marketing becoming such a hot topic in marketing circles I thought I'd put together a list of lessons I've learned along the way...

They need to be part of the conversation.
In other words, their campaign needs to engage the blogging community, not talk at them. “Try our new Nokia phone” will not work. “Create a new tagline for our new Nokia phone” will. Your objective is to create buzz so you need to give bloggers and their audiences a reason to talk about you.

Don’t be afraid to let your hair down and have fun with bloggers and their readers. Blogging for the most part is light-hearted so a brand needs to get down on the same level as its audience and join the party! You wouldn’t drink Pepsi at a pub would you? So don’t be too straight and rigid when marketing to a blogging community or you will be ostracized.

Be prepared to give back to the community. In all blog advertising endeavors, a brand should look to give blog communities the opportunity to trial their products. You create chatter about your brand this way and therefore more buzz throughout the blogosphere.

There you have it! Blog 101...

Thursday, August 13, 2009

Young Advertising Minds

Big thanks to Julian Cole for including the rants of young man from South Yarra on his international list of top Young Advertising Minds under the age of 27.

Appreciate the support over the last year Jules and once I have the time to work out how to slither my way up to the higher places on that list I most certainly will!