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COD: Mixtent aims at cracking the professional reputation nut 0

Thanks to for publishing this first

I first learned about in mid February, and was fascinated by both the notion of collective reputation measurement and the role it could play in making better hiring decisions. Let’s face it, making the decision to hire people is always a bit of a crap shoot. You can check references but rare is the person that cannot find three schmucks to vouch for them. Further, the fluid nature of job roles in the modern organization means that the same job title can require one set of skills in one company, and quite a different set in another.

We all know that hiring and retaining great staff are huge challenges on both the agency and brand sides. I am going to use the role of Media Supervisor as an example of why deep reputation information can be essential to making better choices. One assignment might require intimate knowledge of the bleeding edge, another an extraordinary mentoring ability, and the third the ability to build a stronger relationship with a client. We none of us are strong at everything.

What does is uses your personal Linked In network, and a binary either or rating system to provide a picture of an individual based upon the opinions of people that they are connected to.

You join Mixtent by connecting it to your LinkedIn profile. From there, the platform defines a range of skills connected to your experience, and has the community rate you versus other connections on those skills.

In turn, you get to rate people you know on their experience sets. As I mentioned earlier, the ratings system is binary. Would you rather work with person A or person B on a project requiring the given skill set?

The platform gathers all of the ratings of all of the people and gives you a percentile rank versus others with the same skill sets. Your percentile rank is only calculated AFTER you have received 20 ratings, which is designed to limit the impact of being flamed by an individual you are connected to. And to give the data genuine validity.

How will this be useful in hiring and management decisions? Well, for a start, it gives you a more quantitatively valid view of an individual’s strengths. It’ll help you decide whether candidate A or candidate B might be more appropriate for that Media Supe assignment that requires strong managerial skills. Because you won’t be relying on a few interviews and self-selected references.

BTW, your ratings of individuals are kept private – that’s another inherent strength of the system requiring more than 20 votes before it calculates your percentile rank. That way you can be honest without fear of repercussions.

This is a new service, and for now only your connections can see your rankings. Additionally, if you see your ratings and dislike the answers, you can opt right out. Tech Crunch said that this is important to building a successful professional reputation platform. In their words:

Your peers can vote on you anonymously, so you don’t have the LinkedIn issue where people glad-hand recommendations for one another, but there is no way to enter text so the site doesn’t evolve in the defamation morass of Honestly either. Also, unlike Honestly (born as Unvarnished), you have to opt-in to Mixtent, and if you don’t like the results, you can opt out. I think that’s essential to any reputation system. If you build a good enough product, people will use it without being bullied or forced into it.

I can only guess where Mixtent is going. But I think the model is well designed, and the information very valuable. It’ll become even more valuable as the ranking algorithms get more and more accurate. Keep an eye out for this team – I think they are on to something very valuable.

Posted on: 03-21-2011
Posted in: Oldest Living Digital Marketer

COD: Tecca and the New Way to Sell 0

Thanks to for publishing this first.

Big box retail has brought consumer benefits, but there have also been costs. No, I am not going to get all Mary Harris “Mother” Jones on you, though if you asked me to lunch I certainly could. Rather, I am going to come at this from a different perspective: How difficult it can be to make a good decision on purchases, particularly electronic purchases when you’re standing in a warehouse-sized store and the electronics clerk is outside having a smoke.

Because let’s face it, if you go to a big electronics retailer, the “help” you get is pretty spotty. All the happy well informed employee TV ads don’t make up for the time when you have $2000 in your pocket for some washer dryer set, and the employee (when you find one) only knows which is the LG and which the Vizio. I can read logos, what I want is some insight on the strengths and weaknesses of each.

is a relatively new website designed to create a community expressly for sharing opinions about electronics. Best Buy funded it through its Fuse Capital venture. The site has massive amounts of information on electronics, from product specifications, to news, to reviews from multiple sources, to UGC reviews. Here’s the intro flick:

Tecca also incorporates extensive pricing information from Best Buy (natch) and a multitude of other retailers. Listings arrange prices in ascending order, so the cheapest retailer wins top billing. Now, Best Buy is the national electronics big box left standing so naturally they win their share of these arrangements. But the site does not always list Best Buy first.

You use Tecca through iPhone, Android, or iPad apps, or online. But obviously, this is primarily a mobile play because that’s where most people are deciding what to choose.

I did see Kmart on a pricing listing once, but even by typing in eight models that I pulled off either Target and/or Wal-Mart sites, I never got either company in the price comparison results. I don’t know whether those two retailers aren’t participating by their choice or by Tecca’s. Or if indeed this was a fluke of the database. But given that Target and Wal-Mart have more limited selections, they wouldn’t end up in most searches anyway.

Why should you care about this if you aren’t in the electronics biz? I think the emergence of Tecca reflects a new reality in the way business needs to act in order to make a sale. In a world where consumers don’t or cannot trust retailers to provide unbiased perspective on products, they need resources that they can consult that are credible. I don’t doubt that having reviews available on product pages is beneficial, but if you’re the suspicious sort, as am I, there is often the sense that a richer story is available in an editorially driven community.

So for the rest of this, I am going to assume that Tecca and Best Buy understand that an effort to systematically exclude a competitor would quickly be discerned, and that the traffic would disappear. I was impressed by both the breadth and depth of info available on the site, and the free flowing community discussions. There are other shopping and electronics recommendation communities out there, including many NOT funded by retailers, but Tecca really does offer a strong content platform.

When I buy electronics, I usually print out Consumer Reports reviews. And then I take them into a store and find that all the model numbers have changed. So having a community that includes items currently available has benefits.

Assuming Tecca IS offering a level playing field for other terrestrial retailers, having this sort of resource offsite offers a powerful way to help consumers make decisions. When you are Best Buy, your biggest competitor may be indecision.

I am not for a moment suggesting that there aren’t other places or other, possibly better content destinations out there. But having access to Tecca in iPhone and Android apps makes it beyond easy to use. Assuming they aren’t Best Warping the data, it’ll be very interesting to see how it does.

Posted on: 03-21-2011
Posted in: Oldest Living Digital Marketer

COD: Lanyrd is the super nifty social conference directory 0

Thanks to for publishing this first!

Do you go to a lot of conferences? Or do you only go to one, and spend a lot of time selecting the perfect event for your networking and personal development? Or do you fall somewhere in between? Or do you generally not get to go to conferences for reasons of cost or schedule, but wish you could get some insight into a killer session.

That paragraph is my long winded way of saying that whatever your interest in conferences, you should surf on over to Lanyrd, a site that provides great information and connection opportunities for hundreds of conferences around the world, with more added every day.

The site connects to your Twitter, and gives you a view of the particulars of the event, related links, a dashboard of speakers, related books, attendees, a conference calendar, and loads more. Users can link assets to the event like press coverage, videos, Slide Share decks, etc.

The community is based upon the idea that users, and of course event marketers, will contribute content, as with a Wiki. You list yourself and your relationship with an event (organizer, speaker, attendee) or you can simply track an event before you commit to attendance, and be updated with new information as it becomes available.

Users can also tag events with a view to helping people find relevant by topic, geography, or whatever makes sense.

In addition to in person events, the site offers the opportunity to list and learn about virtual conferences, which are becoming more and more common.

The value to event marketers is obvious, but it also helps facilitate the networking which is a vital draw to in person events. At an event as large as an ad:tech, for example, you might never know or see colleagues whoa re attending, and your experience might be enriched by spending time with them. Similarly, it enables you to make new connections with attendees that share interests, etc.

Explore the site by topic, by event name, or drill down into a particular attendee’s profile.

They’ve also taken out a lot of the friction that you may have experienced before Lanyrd was created. For example, you can export your conference schedule into Outlook and iCal, among others. You can even get little event badges for your personal site so you can let others know where you are going to be. An even deeper level of facilitating connections between people.

I think this is big stuff for the conference ecosystem. As a means of finding just the right event, following the discussion, and connecting with others, it is unique. All these are really important services in a very crowded industry category. And given that highly competitive business, it’s pretty easy to see how this tool will become a moneymaker by providing services to events, among others.

I’m not the only one who thinks so. They are getting money and advice from Y Combinator.

Posted on: 03-21-2011
Posted in: Oldest Living Digital Marketer

COD: Wishpond – Putting virtual in service of local bricks and mortar 0

The percentage of retail driven through ecommerce continues to grow, but it’s still in single digits. That being said, there is no doubt that consumers are using the web to do research on products, especially for more considered purchases.

Wishpondis out to drive more sales to brick and mortar, using geolocation to help small and large retailers make consumers aware of what they have in stock and ready to take home today.

Imagine you are looking for a fairly high end Nikon. You’ve done your research online, but now you are ready to buy. You COULD make a purchase through Amazon or Fry’s online, or you could fire up Wishpond and see if it is available anywhere nearby. Wishpond lets you search local retailers’ inventory to see who might have the item and for how much. Let’s say three retailers report having the item. You can then consider the trade offs of price, reputation, and distance to see if one of these retailers might be a better place to buy than an online store.

There are benefits for all of the players in the retailing ecosystem:

•For consumers, Wishpond gives an easy way to compare prices and the opportunity to get the good today. They can also “make a wish” meaning that they can offer to buy something at a certain price and see if any local retailer bites.
•For retailers, it provides the opportunity to spend ad dollars on people actually looking to buy, and a chance to level the playing field by communicating local availability of an item.
•For brands, the opportunity to communicate participating retailers gives another means of supporting your brick and mortar distribution system, and a way of growing sales. They could also advertise on the platform to impact buying decisions
•For publishers, the platform provides the opportunity to grow relevance to readers by making things like product recommendations more actionable. Not only can you recommend an item, you can now show consumers exactly where they might want to buy it. As such, it might also be a good advertiser lead gen tool.

This is an ads-supported platform. Retailers can join for free, or they can join and take advantage of the opportunity to do hyper local and highly targeted advertising to very likely buyers. They can even package up sales leads of people looking for an item.

We all know that the big retail winners over the past couple decades have been big box stores. But this platform levels the field, enabling even small retailers to capitalize on the technology and sales opportunities it surfaces. Though of course big box stores are also welcome to participate. And no doubt are and will.

One of the things that makes this a compelling platform is that Wishpond can plug into existing inventory management programs so the retailer doesn’t need to manually input items and manage inventory levels. Instead, it’s inventory speaks for itself.

There are other resources in this space, not least Milo and Google Blue Dot. But one of the ways that Wishpond stands out is that a business or pub can participate easily using an embeddable widget. These widgets can search inventory, show local locations, and even be embedded into distributed presences in social media. They also have an open API, which is helping them differentiate by shaping themselves as a platform rather than a retail search destination.

BTW, their blog is also an excellent resource if you just want to learn more about local and shopping and retailing in today’s environment.

Posted on: 03-21-2011
Posted in: Oldest Living Digital Marketer

COD: GlobalMojo is the browser that lets consumers and businesses give back 0

Thanks to for publishing this first.

As someone who came of age during the “greed is good” Eighties, I find it heartening that companies and consumers now have far greater interest in doing good. is a philanthropic browser that gives consumers the opportunity to do good as they go about their daily business online.

The browser, which is built on the open source Mozilla platform, donates 50% of gross revenues to schools and non-profits selected by the community as worthy causes.

Here’s the Explaniflick…

The offering essentially works like an affiliate, generating revenue when the consumer searches, browses, or makes purchases online using GlobalMojo. Because it is based upon Mozilla, it offers all of the customization options available through Firefox. But with this caring benefit overlay it may well become the choice of people who want to make a difference in more things that they do in the course of their daily lives.

There are essentially four channels of shared revenue:
• GlobalMojo Travel gives users the opportunity to compare results across a range of sites that pay the service a bounty for bookings. Travel site partners include Expedia, Orbitz, Travelocity, and more.
• GlobalMojo Shopping enables users to compare prices and products across more than 900 retailers that compensate the browser for purchases.
• Advertising and Search offer additional revenue channels.

The user selects the nonprofits s/he chooses to support, and can allocate the revenue they generate by assigning percentages to different organizations.

How much revenue are we talking about per user? Well, GlobalMojo estimates that each user will generate between $10-$30 for the charities of their choice. Not a fortune, but when combined with the donations for the behaviors of potentially millions of others, it’s easy to see that GlobalMojo can make a real difference in the world.

Of course, the beauty of the model for marketers and advertisers is that they can help do good by partnering with the company. Not only does it offer a new customer/revenue channel for online retailers – it also enables the company to do something good – and be seen doing something good by people who care deeply about such things. If you are a marketer looking for any of these benefits, visit this page to obtain more information.

Posted on: 03-21-2011
Posted in: Oldest Living Digital Marketer

COD: Vook – The platform that changes everything in book publishing 0

Thanks to for publishing this first.

One of my wonkier interests is book marketing – a field with its own rules, realities, and best practices. I’ve heard that ultimately the industry is built on only a couple million consumers. OK, cookbooks can get beyond that core set, also romance which has something like 30 million core readers, ditto catchily titled books “written” by semiliterate pro wrestlers and UFC stars. But for most of the segments, there’s this fairly tiny set of power readers that hold the walls of the biz up. Similar to how hard core gamers can make or break a title in that business. (I am guessing hard core readers and gamers are decidedly dissimilar in demos and psychographics.)

So I have been interested to see how the world reacts to , a platform that combines book-style narrative text with photos, video, and social media integration. Here’s the movie:

View More

Of course, every industry is anxious to see how digital can enrich its business – publishing is no exception. Since its launch Vook has garnered a strong list of authors and titles including Seth Godin, Deepak Chopra, Anne Rice, Gary Vaynerchuk, Slash of Guns N’ Roses and Karen Armstrong. Additionally, a number of the largest and more significant publishing houses in the US. including Simon and Schuster, Penguin Group, Harvard Business Press, Harper Collins and Hachette Filipacchi, are releasing broad appeal titles to Vook. There isn’t a huge number of titles yet, but it’s growing steadily, and the pace is accelerating as more people try out the platform.

Vooks are available on the vook.com site, in the Amazon store for Kindle and in the app store for iPhone and iPad. Since all hype looks most over the top in the Romance genre, I give you the trailer for Promises, by Jude Deveraux. It’ll give you a sense of how the Vook format enlivens content and can enrich a story.

View More

Obviously, only a small number of people who read these posts are in the book trade. But Vook is significant on a pan-digital industry level for a couple of reasons.

First, it demonstrates how digital can transform mature categories and add interactivity and exchange to seemingly staid, traditional businesses.
Second, the Vook format seems an interesting potential platform for marketing messages at some point in the future. Would consumers interact with multimedia brand experiences if they enriched book content? Absolutely, I think. Imagine a “cozy” mystery series, with video and enactments in a Starbucks, or a way to send virtual cups of coffee to friends.

Third is about audience extension, and how digital may be able to broaden the appeal of a category. Anyone who has been to my house knows that I am part of that small population segment that drives publishing. I have perhaps 4,000 books in my house, on shelves that climb 14 feet into the air and pretty much cover every wall surface in my tiny unit.

I can certainly see myself enjoying a Vook, particularly in certain emotional genres. For example, the ability to see The Last Supper while reading Da Vinci Code, or having a vid move in and out and make clearer the hidden symbols, yadda yadda. And WHAT A WAY to promote movies based upon books!

But the question really is, will the Vook open up new population segments to more frequent reading? Or even any reading at all?

I bet that Vooks can increase the number of titles read by light and medium category buyers, but that the non reader will remain so, despite the advent of the Vook. Perhaps more importantly, Vook and Vook trailers will offer the opportunity to better communicate a story than can cover or spine art, and that’s good news as well.

The social angle is fascinating. Reading is of course nearly always a solitary act, but the incredible growth in the number of book clubs demonstrates that readers want to be able to share their experiences. Vook integrates social right into the platform, which offers the added benefit of driving awareness and personal endorsements for titles. Marketers may also find the cohesive demos of certain book genres irresistible as well.

Whatever you think of the concept, Vook is definitely worth watching. Will it succeed? Will it be a niche? Only time will tell. In the meantime, it’s time for me to get back to watching The Raven.

Posted on: 03-7-2011
Posted in: Oldest Living Digital Marketer

COD: Noblivity and the new product distribution paradigm 0

Thanks to for publishing this first.

Lots of businesses struggle with product distribution issues. The process and cost of traditional distribution building efforts make it particularly difficult for emerging brands to get out there in a serious way. Lots of large retailer classes charge huge slotting fees, and may also have draconian application processes. Additionally, small retailers can also be difficult to reach because the system to close them was traditionally geared to in-person meetings.

But digital holds the power to change that. And a website called is out to make that power felt in the fashion industry. The site bills itself as a virtual trade show that connects small brands and upcoming designers with boutiques that are seeking unique items.

The service holds enormous potential value for both sides of the exchange. It helps the small brands while enabling smaller retailers to compete better with larger stores. Small retailers depend upon stocking unusual and unique inventory in order to compete. They cannot battle on price for like items, so instead they focus on goods that you cannot get at Gapbebeandfexpressfcukandapatridgeinapeartree.

The service enables stores to buy directly through the site and get a single invoice for merchandise they purchase, how ever many merchants they choose to patronize. Sellers get worldwide retail reach, and the performance pricing model eliminates fixed costs. Presumably they take a cut of sales, though based upon the press they get from buyers and sellers, it must be an eminently reasonable one.

Again, I think this model should be interesting to you regardless of whether you are (indulge me for a moment, I’ve always wanted to use this phrase in business writing!) “in the rag trade.” Because it shows yet another way that digital has the power to upend the status quo and democratize an aspect of business that needs it.

The site also offers a good blog with lots of tips and advice for businesses on either side of the equation.

Good stuff.

Posted on: 03-4-2011
Posted in: Oldest Living Digital Marketer

COD: Butaca.TV – the free online theater seat for movies and video en Espanol 0

Thanks to for publishing this first.

Online is a great way to reach and engage Latinos in the US. But not enough brands recognize the opportunity. According to a 2010 study by Pew Internet, English speaking Latinos have similar web usage patterns to Anglos, while foreign born and Spanish dominant Latinos tend to use the web less. But Latinos LEAD Anglos on digital consumption through devices other than a PC. For example, (list lifted from Pew) Hispanics are far more likely than Anglos to do the following through their cellphones:

Text message
Use social networking site
Use the internet
Record and watch videos
Make a charitable donation via text message Use email
Play games
Listen to music
Use instant messaging
Post multimedia content online

In digital video, Latinos that always or sometimes prefer content in Spanish tend to be poorly served. That’s in part because Spanish TV networks haven’t been as active as their Anglo counterparts in making premium long form content available on demand.

A bootstrapped LA-based start-up called Veranda Entertainment has created a digital platform called to step into this void and offer movies, shows, documentaries, and lifestyle content in Spanish with a free-to-the-viewer advertising supported model. Butaca (the name means theater seat in Spanish) content falls into one of ten genres including Action, Drama, Comedy, Romantic Comedy, Horror/Terror, Children’s, Fantasy, Documentary, and Lifestyle. Videos range from full length movies to shorts.

Anyone who has watched Univision or Telemundo for even a few minutes probably recognizes that Spanish language content comes from a broad range of countries. Butaca’s collection currently offers videos from the US, Caribbean, Mexico, Central and South America, and Spain and Portugal

While the offering is currently focused on the PC-based Internet, their vision is to offer a multiscreen platform across computers, smartphones, and connected television, to create the same sort of platform- neutral content options that exist in greater and greater numbers for Anglos. To achieve this, they are currently developing apps for mobile devices and wired TVs. They are working with Sony, Google TV, Samsung, and others to create that frictionless video platform.

One of the persistent misconceptions about the Latino market is that ALL Hispanics want ALL content in Spanish ALL the time. In reality, the American Latino “world” isn’t binary – Spanish only speakers versus English only speakers) but rather people’s preferences and language abilities vary by individual. Butaca content is in Spanish, Portuguese, and English and the site offers the choice of Spanish or English navigation.

They also have partnerships with YouTube and Impremedia’s Hispanic news properties for those who prefer to use those platforms. If you’re not familiar with Impremedia, they own some of the largest Spanish language newspapers and associated websites in America, including El Diario La Prensa.

In sum they are delivering about 4 million vid views a month. There are English and Spanish language ads running on the site. Butaca offers a range of ad options, from pre-roll/mid-roll/post-roll to overlays, page wraps and more. The quantity of ads in a given video or flick is quite reasonable, giving advertisers the opportunity to stand out.

The site currently offers several hundred full length films, plus a bunch of other types of content. Most fall into the Classic category. Clearly their vision is to grow that library and lead in the digital video space.

I am happy to get to do my little bit to promote a bootstrapped concern solving a real content problem for America’s fastest growing population!

Posted on: 03-4-2011
Posted in: Oldest Living Digital Marketer

COD: TopVoice lets brands reward their most enthusiastic evangelists 0

Thanks to for publishing this first.

A dear friend of mine gets very passionate when she discusses how brands are struggling with how to leverage social media in support of brand goals. Her pet peeve is that we stick banners in social environments as if the best we can do is barrage users when they hold the power to talk us up or down to their circles of influence.

I agree with her that most brands are misusing or at least underusing social in support of brand goals. I say that chiefly because of the 20/80 or 10/90 rule – that all brands have heavy user/believers who recommend products, talk up benefits, and even come to our aid when naysayers unfairly criticize us online.

How do we encourage and reward these consumer behaviors? Well, a company called thinks it has the answer. TopVoice lets brands recognize and reward the people who motivate consumer actions from their friends and connections. Users join the service on their site or via their FaceBook application. From there, the platform monitors their activity in support of participating brands, giving them status points when their actions – posts, recommendations, and the like – result in positive brand actions from their friends.

You earn points across Facebook by using the like button on brand pages and ads, and by making comments related to brands. Addiitonally, they have this speech bubble icon thing that adds many more potential actions to your loyalty reportoire. When your friends respond by clicking, visiting, or otherwise tangibly expressing that you motivated them, the points pile up.

Actually, there are three kinds of rankings:
• An overall ranking that outlines the total activity you drive across all brands
• A brand ranking related to your recommendations for a specific brand
• A category guru ranking that reflects your expertise on a product type

You get recognition from your points, but you also get rewards and discounts from brands that participate in TopVoice. Thus, a brand can responsibly reward its lovers without resorting to pay per post or other more mercenary methods. A leader board for each type of ranking also adds to the user recognition side of the equation.

There are clearly background and foreground components to this. First, the platform is capturing all your activity — what you are doing naturally as you surf FaceBook. Second, it enables a brand to treat its fans as VIPs, without a direct pay for play relationship that has been widely panned online.Of course VIPs are expected to make more actions online.

I like the blend of psychological and tangible benefits. It’ll be illuminating to see what effects this model has on the recommending public.

Posted on: 03-4-2011
Posted in: Oldest Living Digital Marketer

COD: With Hyperspots, Rachel’s sweater is finally clickable! 0

Thanks to for publishing this first.

If you were in the business in the early- to mid-aught decade, you probably saw a demo of vaporware technology that would let the consumer click on a thing in a video (it was always an orangey pink sweater worn by Rachel from Friends) and see how and where you could buy it. There it was, in the online store of Express or Macy’s or wherever.

The technology was always touted as being just a few months away (like rocket jetpacks in the 1950s) but it never seemed to actually materialize. At least no one I know remembers actually seeing it.

But now I have. lets you buy an actress’s sweater, or her hair care products, or her mascara, or or or, simply by clicking the vid. Their player features a vid on the left, and a shopping slate on the right that displays availability info for the things you click. Hyperspots is a company based in Venice, CA.

There’s a working demo on their front page.

Technology like this opens up a world of advertainment that lets consumers volunteer to get more info about products and services available from marketers. Obviously this could work in apparel, but it’s also easy to see how home furnishings, or recipe food ingredients, or cars, or cleaning products could be marketed in this manner.

Their site positions it as an advertising replacement:

No more annoying and disruptive ads interrupting the viewing experience, Hyperspots puts your target audience in control. At anytime, anywhere in the media, a viewer can click to find out more information. By creating a new enriched clickable world, Hyperspots empowers the audience and enables advertising by choice!

Hyperspots technology creates a unique advertising opportunity geared toward engaged viewers willing to know more about the content. This efficient approach leads to high click-through rates, great conversion and very happy end-users.

Personally I don’t see it as an advertising replacement but rather as a supplement to enhance shopping and browsing experiences with entertaining video content that shows products in use versus on mannequins in web site gifs. It’s a virtual runway with instant access to a means to learn and buy.

Such videos might run on your site or on content sites. Each could offer an opportunity to more deeply engage with consumers who WANT to know more about the products and services you are promoting. ANd maybe even are itchin’ to buy.

I don’t expect people will want Rachel’s sweater anymore – what with the show having been cancelled so many years ago and fashion having moved on a scosh. But as a new merchandising methodology, it holds the same promise today as it did when the concept first excited us years ago.

Posted on: 03-4-2011
Posted in: Oldest Living Digital Marketer
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