Galaxy of Emptiness

Since, I’m that weird combination of early-adopter and luddite, I think its appropriate that I’ve just started buying my own key-words, when at the same time I’m interested in buying my own TV spots.

SpotRunner lets advertiser buy TV ads for as low as $99. Obivously read the fine print for the $99 gets you in the door.

But the idea is simple, Spotrunner has developed a number of unique advertisements appropriate for the local advertiser. The potential advertiser just picks and runs a campaign.

I never wanted to include current memes in my blog. I always wanted to be 2 years behind and only choose the juicy nuggets trampled by the rush to currency.

However, things do change.

Alex Fauborg’s Post on Micro-formats are thought provoking and deserve to be archived.

http://blog.mozilla.com/faaborg/2006/12/11/microformats-part-0-introduction/

I’ve been quiet on this identity for a while. Long Story. For those of you who know me, you know why. I’ve been busy at a re-start (that’s a euphemism for a turn-around.)

For the next couple of months, I will ask a series of questions. Perhaps the blogosphere will answer them.

Mobile RSS

If RSS is proving to be so popular why hasn’t Mobile RSS taken off?
There are about 20 or so different mobile RSS options for a cellphone or PDA. http://allrss.com/rssreadersmobilephones.html

Yet none of these penetrate the top sites/applications according to usage data?

In case the blogosphere doesn’t reach out, I’ll answer a few.

RSS is a syndication method which is part of the HTML cross-linked experience which requires several different componensts - a destination to receive the feed, the feed, the a destination sending the feed and supporting sites. To replicate RSS adoption on mobile would require all of the above to have a bareable user experience. Or does it? He heh.

Most people don’t realize one critical element when discussing Google’s success and how it will impact other more traditional media (advertising) businesses. The key area overlooked is the role of the auction marketplace to define price for advertising services or paid search results.

Why is this important?

In general, media businesses are all about the sale of the audience to advertisers. Generally, these industries rely upon third-parties to provide audience metrics. These audience metrics become an exchange standard used between buyers and sellers. Most media businesses have enough scale so the marketplace has enough information to determine a “fair” price each audience member.

The use of the auction process is important for the monetization of the long tail. The auction marketplace is the most efficient method to determine prices for the sale of goods and services which don’t have pre-existing price history.

This auction methodology can be used in various mediums which also have imperfect marketplaces. Look to Google to change all advertising marketplaces as these marketplaces to digital. The D-Mark acquisition (digital delivery of radio advertising) combined w/ Google’s auction experience will extend Google’s business to one of the most inefficient advertising marketplaces.

The somewhat geek famous Tim’s (Tim O’Reilly and Tim Bray) argue about the Web 2.0 Moniker.

Tim’s Bray comments on Tim O’Reilly’s Web 2.0 Manifesto only to have Tim O’Reilly comment starting the Blog burst.

http://www.tbray.org/ongoing/When/200x/2005/08/04/Web-2.0

For everyone who is bored w/ Web 2.0 and is ready to move on, you need to start thinking about blogjects.

Here’s the quote to get you started -

“…why would objects want to just “blog?” Second why would I care if objects “blog?”

I can’t wait for the sequel.

http://research.techkwondo.com/files/WhyThingsMatter.pdf

Ok Web 2.0 is covered by Newsweek and my in-laws are asking about it.  Everyone needs a few helpful links to  seperate the lastest blather from the original lather.  Here’s a few of the original thought leaders.

Cluetrain Manifesto - http://www.cluetrain.com/

O’Reilly’s 2.0 Shout-out - http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

Jesse James  Garrett Ajax Communiques -  http://www.adaptivepath.com/publications/essays/archives/000385.php

Anthony Ulwick’s article concerning Outcome based segmentation methods has gotten a bunch of buzz from the shuttle crew. It appears several people separately pulled up the Harvard Business Review article. There’s a bit of debate as regards to testing methodology etc, Whatever… Here’s another Ulwick article outlining the superiority of outcome based segmentation.

http://www.strategyn.com/pdf/OutcomeBasedSegmentation.pdf

This brings up a good topic. What are the range of possibilities for creating strategy. This first link is a great overview of 10 or so different methods beyond customer analysis.

http://cims.ncsu.edu/documents/newproduct.pdf

Finally, here’s an interesting technique for tracking and correlating customer trends. Something for human designers to take note.

http://www.id.iit.edu/ideas/elito/DevelopingAMethodPaper.html

The outcome based methodology should be evaluated quickly and implemented in any organization.

A simple methodology of Outcome based Customer Input Evaluation from the Harvard Business Review, January 22nd 2002 by Anthony Ulwick.

1. Plan Outcome based customer interviews

2. Capture desired outcomes -  be sure to drive to outcomes not solutions.  People will generally list features or solutions as a short-hand.  It’s important to work the interview through the entire process to determine the optimal outcome at critical steps in the process.

3. Organize the outcomes -

4. Rate outcomes for importance and satisfaction - Ulwick provides a lightweight algorithm for prioritization.  This is a key point.  I’ve seen more complicated methods. His super easy…(Importance + (Importance - Satisfaction) = Opportunity

5. Use the outcomes to jump-start innovation