There is clear dissatisfaction with the current state of marketing among the social media mavens.

• Fred Wilson and Union Square Ventures are looking for companies to invest in to take advantage of this.
• BuzzLogic releases their conversational ad service.
• The Inquisitr moves from AdSense to Technorati Media, indicating a potential shift at b5 Media.
• Lookery is providing demographic information that is relevant to social media providers and shaping ad presentation that way
• A completely off-the-radar person such as myself realizes that there is gold in what holds the attention, and that’s not always the latest and greatest

So what can be done? Jeff Jarvis points out that the problem lies with measurement. I agree, as there is only value in a system where all of the people involved agree on what the metric of record will be, and how it can be validly captured.

Currently CPM is the agreed upon metric. In a feed based online world, how does a CPM model work? And, most importantly, why would I continue to place your ads on my site if all your doing is advertising to people based on the words on the page, rather than who is looking at the page and how often that page is looked at.

In effect, advertisers should be the ones thrying to figure out how to get into the community, get into the conversation. As an advertiser, don’t you want to be where the action is? But how do you find an engaged audience in an online world that makes a sand castle on the beach in a hurricane look stable?

The challenge for advertisers is to be able to find the active communities and conversations effectively. The challenge for content creators and communities is to understand the value of their conversations, the interactions that people who visit the site have with the content.

In effect, a social media advertising model turns the current model on its head. Site owners and community creators gain the benefit of being attractive to advertisers because of the community, not because of the content. And site owners who understand who visits their site, what content most engages them, how they interact with the system will be able to reap the greatest rewards by selling their community as a marketable entity.

And Steven Hodson rounds out the week’s think on communities by throwing out the subversive idea that communities are not always free (as in ‘beer’, not as in ‘land of’). If a community has paid for the privilege of coming together to participate in communal events and discussions, then can’t that become an area for site owners to further control the cost of advertising on their site?

While the benefit of reduced or no marketing content is the benefit of many for-pay communities, this benefit can be used by site owners by saying that an advertiser can have access to the for-pay community at the cost of higher ad rates and smaller ads. The free community is a completely different set of rules, but there are also areas in the free community that are of higher value than others.

In summary, the current model is broken. But there is no way to measure the value of a Twitter stream, a FriendFeed conversation, a Disqus thread, or a Digg rampage. And until there is, we are stuck with an ad model that based on the words on the page, and not the community that created the words.

Tags: ad network, ads, adsense, advertising, advertising model, API, attention, audience, b5 Media, blog, blog advertising, BuzzLogic, BuzzMachine, community, content, control, conversation, current, data, digg, disqus, EAD, feeds, Fred Wilson, friendfeed, HTML, HTTP, IE, IM, information, interaction, interactions, IP, it, Jeff Jarvis, LAN, Lookery, Mac, marketing, measurement, media, metrics, Newest Industry, Om, One, online, online world, pr, social media, social media advertising, social media advertising model turns, social media mavens, social media providers, Steven Hodson, Technorati, The Inquisitr, twitter, Union Square, Union Square Ventures

David Cancel and I have had sort of a passing vague, same space and thought process, living in the same Metropolitan area kind of distant acquaintance for about the same year.

About 2-3 months ago, he wrote a pair of articles discussing the efforts he has undertaken in order to try and offload some of the traffic to the servers for his new company, Lookery. While they are not current, in the sense that time moves in one direction for most technical people, and is compressed into the events of the past eight hours and the next 30 minutes, these articles provide an insight that should not be missed.

These two articles show how easily a growing company that is trying to improve performance and customer experience can achieve measureable results on a budget that consists of can recycling money and green stamps.

Measuring your CDN

A service that relies on the request and downloading of a single file from a single location very quickly realizes the limitations that this model imposes as traffic begins to broaden and increase. Geographically diverse users begin to notice performance delays as they attempt to reach a single, geographically-specific server. And the hosting location, even one as large as Amazon S3, can begin to serve as the bottleneck to success.

David’s first article examines the solution path that Lookery chose, which was moving the tag, which drives the entire opportunity for success in their business model, onto a CDN. With a somewhat enigmatic title (Using Amazon S3 as a CDN?), he describes how the Lookery team measured the distributed performance of their JS tag using a free measurement service (not GrabPERF) and compared various CDNs against the origin configuration that is based on the Amazon S3 environment.

This deceptively simple test, which is perfect for the type of system that Lookery uses, provided that team with the data they needed to realize that they had made a good choice in choosing a CDN and that their chosen CDN was able to deliver improved response times when compared to their origin servers.

Check your Cacheability

Cacheability is a nasty word that my spell-checker hates. To define it simply, it refers to the ability of end-user browsers and network-level caching proxies to store and re-use downloaded content based on clear and explicit caching rules delivered in the server response header.

The second Article in David’s series describes how, using Mark Nottingham’s Cacheability Engine, the Lookery team was able to examine the way that the CDNs and the Origin site informed the visitor browser of the cacheability of the JS file that they were downloading.

Cacheability doesn’t seem that important until you remember that most small firms are very conscious of the Bandwidth outlay. These small startups arevery aware when their bandwidth usage reaches 250GB/month level (Lookery’s bandwidth usage at the time the posts were written). Any method that can improve end-user performance while stilll delivering the service they expect is a welcome addition, especially when it is low-cost to free.

In the post, David notes that there appears to be no way in their chosen CDN to modify the Cacheability settings, an issue which appears to have been remedied since the article went up [See current server response headers for the Lookery tag here].

Conclusion

Startups spend a lot of time imagining what success looks like. And when it comes, sometimes they aren’t ready for it, especially when it comes to the ability to handle increasing loads with their often centralized, single-location architectures.

David Cancel, in these two articles, shows how a little early planning, some clear goals, and targeted performance measurement can provide an organization with the information to get them through their initial growth spurt in style.

Tags: Cacheability, Cachefly, caching, CDN, content delivery network, data, David Cancel, geographically-specific server, information, Lookery, low-cost, Mark Nottingham, performance, startup, the Origin, Web Performance, Web performance measurement

When I re-introduced my five articles on Web Performance Concepts last night, I had forgotten than I had already written two additional articles in the series.

1. Web Performance, Part VI: Benchmarking Your Site
2. Web Performance, Part VII: Reliability and Consistency

Look for Parts VII and IX in the next few days.

Tags: business, data, dichotomy, information, it, statistics, Web Performance, web performance data, web performance series

Two years ago I created a series of five blog articles, aimed at both business and technical readers, with the goal of explaining the basic statistical concepts and methods I use when analyzing Web performance data in my role as a Web performance consultant.

Most of these ideas were core to my thinking when I developed GrabPERF in 2005-2006, as I determined that it was vital that people not only receive Web performance measurement data for their site, but they receive it in a way that allows them to inform and shape the business and technical decisions they make on a daily basis.

While I come from a strong technical background, it is critical to be able to present the data that I work with in a manner that can be useful to all components of an organization, from the IT and technology leaders who shape the infrastructure and design of a site, to the marketing and business leaders who set out the goals for the organization and interact with customers, vendors and investors.

Providing data that helps negotiate the almost religious dichotomy that divides most organizations is crucial to providing a comprehensive Web performance solution to any organization.

These articles form the core of an ongoing series of discussion focused on the the pitfalls of Web performance analysis, and how to learn and avoid the errors others have already discovered.

The series went over like a lead balloon and this left me puzzled. While the basic information in the articles was technical and focused on the role that simple statistics play in affecting Web performance technology and business decisions inside an organization, they formed the core of what I saw as an ongoing discussion that organizations need to have to ensure that an organization moves in a single direction, with a single purpose.

I have decided reintroduce this series, dredging it from the forgotten archives of this blog, to remind business and IT teams of the importance of the Web performance data they use every day. It also serves as a guide to interpreting the numbers that arise from all the measurement methodologies that companies use, a map to extract the most critical information in the raging sea of data.

The five articles are:

1. Web Performance, Part I: Fundamentals
2. Web Performance, Part II: What are you calling ‘average’?
3. Web Performance, Part III: Moving Beyond Average
4. Web Performance, Part IV: Finding The Frequency
5. Web Performance, Part V: Baseline Your Data

I look forward to your comments and questions on these topics.

Tags: business, data, dichotomy, information, it, statistics, technology leaders, Web Performance, Web performance analysis, web performance data, Web performance measurement data, web performance series, Web performance solution, Web performance technology

My system has a daily job to collect and aggregate the IP Blocks distributed by the five registrars into a single database, and then provide high-level WHOIS information for this data. If you want to try this yourself, the interface here.

On an extremely irregular basis, I aggregate the statistics from this data, and present it to the masses for the examination. I might actually automate this data someday!

So, for August 2007 (as of August 21, 2007), here are the aggregated IP distribution statistics broken down by registrar and country.

(more…)

Tags: Africa, AFRINIC, APNIC, Argentina, ARIN, Australia, Austria, Belgium, Brazil, Bulgaria, Canada, Chile, China, Colombia, content, Costa Rica, Czech Republic, data, database, Denmark, distribution, Egypt, Europe, Finland, France, Germany, Greece, Hong Kong, HTTP, Hungary, IE, India, Indonesia, information, Internet, IP, ip address, IRAN, Ireland, ISLAMIC REPUBLIC OF, ISP, Israel, it, Italy, Japan, KOREA, LACNIC, LAN, Latvia, Lithuania, Malaysia, Mexico, New Zealand, Norway, Om, One, Peru, Philippines, Poland, Portugal, pr, Registrar, registrars, Registry, RIPE, Romania, RUSSIAN FEDERATION, Saudi Arabia, Singapore, SLOVAKIA, Slovenia, South Africa, Spain, statistics, Sweden, Switzerland, Taiwan, Technorati, Thailand, tn, Turkey, tv, Ukraine, United Arab Emirates, United Kingdom, United States, Venezuela, Vietnam

Today, I want to talk about what happens when you aggressively adopt an online strategy, but leave your print subscribers behind.

I subscribe to a great architecture and design magazine, whose name I will exclude from this discussion, with a fantastic and informative online presence. The archive and articles available to subscribers are a fantastic resource for people just beginning to explore this field.

In February, I noticed that they had updated their site with the most recent issue’s content and cover. I was somewhat miffed, as my print copy had not yet arrived in the mail. Immediate assumption: print copy lost; request re-transmission.

Today, I checked the site, and all of the content for the March 2007 issue is online. And I don’t have my copy of this issue yet.

Based on the response to the e-mail that I sent to the circulation and publishing team, I may be the first person to bring this to their attention.

When you are in the dead-tree print industry, the Web (1.0 and 2.0) are crucial extensions to your existing business model. But the aggressive use of the Web channel to deliver your content to the rest of the world before the print subscribers receive their copies is doing damage to your business.

Subscribers pay extra in order to gain access to your magazine before the rest of the world can get it. This must extend to the Web channel. As a subscriber, knowing that someone can read the contents of the magazine online before I get my chance to look at the print copy is unsatisfactory.

Subscription content infers a level of exclusivity to those who buy the gold ticket. If you give everyone the gold ticket at the same time, then a subscription loses it sense of exclusivity. Then the magazine loses guaranteed revenue. Then the magazine is gone.

Information should be free. I chafe against the subscription gateways as much as the next person. But if you base your entire business on a subscription model, you better not undermine your own subscription business by giving the subscription content away for free.

Tags: magazine, content, subscription, print, Web

Tags: app, attention, business, content, design, EAD, extension, HTTP, IE, IM, information, IP, it, leave, live, media, Om, One, online, online presence, pr, strategy, Technorati, update, web

James Governor of RedMonk covers the serious fine Nationwide just got in the UK. [HERE and original post HERE]

This post immediately left me with the feeling (and it’s an oogie feeling) that the country in which I reside is completely borked when it comes to data security.

Private companies would get slammed by leaking private information in every country, except the US.

And if a financial institution compromised or lost personal information, they would face real fines, except in the US.

These must be gross generalizations. So prove me wrong.

Tags: bank, content, data, HTTP, IE, IM, information, ISP, it, LAN, media, Om, personal, pr, Technorati

After suffering with some negative reactions to my medications this weekend, I decided to do some research. It took a little longer than I expected because the information is gloriously hard to find, and I was drooling like an ether fiend in a wolverine pen.

It turns out that Bupropion inhibits the effectiveness of Paroxetine and magnifies the effectiveness of Trileptal. Of course the drug interaction studies are buried right next to Hoffa, and only a few of us lunatics actually blend this mindful cocktail to produce enhanced states of sanity.

So, off I go, down the path of medication adjustment once again.

Maybe if I fly off to Switzerland and check into one of those very private clinics I can get all of my bodily fluids flushed. Have my body completely dried out…look like Reagan on a bad day…then have them added back in the proper order, and the proper amounts. Then maybe the madness will end.

Tags: content, HTTP, IE, information, interaction, interactions, IP, ISP, it, LAN, Om, One, pr, search, Switzerland, Technorati

Looks like Yahoo TV upgraded overnight.

Guess I will get my TV schedule information from other sources now.

DHTML/AJAX Schedule is slow and confusing.

Front page looks like a Flash designer got lucky — Look at all the dancing images!

Complex, complicated, and visually disturbing.

Oh, and no option to downgrade to the original, functional version.

All I want is the TV listings.

How hard is that?

Tags: ajax, design, HTML, HTTP, IM, information, LAN, Om, the Origin, tv

Now that I am back on US soil, I have some tips for surviving your trip to London.

1. GSM Phones. If you are one of the millions in the United States who subscribe to a CDMA service (Verizon, Sprint, etc.), invest a few bucks on eBay and buy a low-end, unlocked, tri-band GSM phone. I have used GSM for years, and the unlocked phones give you an amazing advantage — you buy a pay-as-you-go SIM card once you arrive.

   In the UK, incoming phone calls are free. If you have a half-decent office phone system, you should be able to remotely forward your desk phone to your UK number and voila! You have a local number that folks in the US can always reach you at.

2. OYSTER CARD! If you plan to travel anywhere on the London Public Transit system, buy an Oyster card. Same concept as the pay-as-you-go SIM card. And you’re never fussing with change or daily passes for the tube, DLR or busses.
3. Saline Nasal Spray. This seems like a bit in the “too much information” category, but trust me on this one. London’s atmosphere makes New York seem like an untouched Alpine pasture. After one day there, your sinuses will feel and look like the inside of a pool filter after a dust storm. A simple nasal spray takes of this, and often provides a somewhat scary indication of what man does to the urban environment he lives in.

   If you don’t want to pack one with you, you can buy some truly awesome stuff at any Boots — Sterimar. What makes this stuff uniqe is that it is aresol powered. Unlike the wussy atomisers we use over here, this stuff is freakin’ jet-propelled — if it can’t blast the crap out, it’s likely brains.

4. Look to the right. Yeah, we all know that the Brits drive on the other side of the road, but many an American has been nearly killed in the first twelve hours on the ground by using their instincts and not their brains. I am in this group.

   Thankfully, the Brits provide nice warning labels at most crosswalks; look down, and they will tell you which direction to look in to avoid becoming a hood ornament for a Bentley.

5. Change Wallet. Dear lord; you will need one of these or you will blow out every pocket you have. The Brits still use a lot of cash, and like the rest of the world, the lower denominations of their currency are coins, not bills. A solid change wallet is key.
6. Take the red-eye. You will search online and find a multitude of strategies for dealing with jet-lag. I have a simple one — make sure your flight takes you overnight so that you land at Heathrow/Gatwick/Stansted/Dublin/Luton first thing in the morning. For folks on the East Coast or Central Canada, this means flights between 19:00 and 22:00 Eastern. For West Coast folks, it’s a 11-12 hour flight and an eight-hour time change, and Heathrow opens at 07:00, so 11:00-14:00 Pacific is a good range.

These are the top six I can think of rigt now. Comment on your strategies if you have them.

Tags: Canada, cro, GSM, HTTP, IE, IM, information, IP, it, LAN, live, Om, One, online, PHP, pr, search, the other, United States, Verizon