R Petty's New Media Blog


Here’s some scary news for parents…and right in time for New Years!
December 30, 2009, 8:26 pm
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Recently, the Pew Research Center released findings on teens (aged 12-17) and their propensity to sext or send dirty text messages. While only 4% reported that that had SENT a sext in the past and 15% claim to have received one, but we all know with a sensitive subject concerning something like a cell phone (often paid for by a parent) and sex (something those same parents hope is not happening yet), many respondents would be less apt to answer honestly. This happens in survey situations whether there are perceived immediate consequences or not. And it’s always a safer bet to be the innocent receiver of such a taboo item, rather than being the sender so the disparity in that finding is also a no-brainer. Plus the number of self-proclaimed sext-ers increases to 17% when the teen pays for their own mobile. Hmmm, no one else able to call the cell carrier and ask for a print out of all the incoming and outgoing messages means more daring on the part of the teen. Once again, makes sense.

Consider what one respondent said about her past sexting: “When I was about 14-15 years old, I received/sent these types of pictures. Boys usually ask for them or start that type of conversation. My boyfriend, or someone I really liked asked for them. And I felt like if I didn’t do it, they wouldn’t continue to talk to me. At the time, it was no big deal. But now looking back it was definitely inappropriate and over the line.” It’s the same kind of pressure that young girls have had to deal with for generations during the teen years, but this new method offers more dire consequences than the usual he-said/she-said rumor mill; photographic and text proof of falling for the guy’s lines. The Pew study also found that the more intensely a teen uses their mobile device, the more likely they are to engage in sexting. This makes perfect sense; as you become more familiar and comfortable with any technology, the more likely you are to try daring or unfamiliar activities on said technology.

Many states are looking to combat the problem with the force of a sledgehammer in place of a flyswatter by trying to institute child pornography penalties on teens who have been exposed in sexual photographs on the mobile phones of others, as well as penalities for those who are the owners of those same devices. This is just prosecution of the victim in the case of those who had been photographed. Talk about injustice! It’s bad enough you made an error in judgment and either took/had a naughty photo taken of you, but now to be sentenced as if you were some sleezy back-alley kiddy-porn king! And for those owning the device housing the photo in question? Imagine those racing hormones and being given a free nudie photo…how many do you think would immediately erase it and chastise the person who sent it to them as a pornographer? Not many.

Now don’t get me wrong. I don’t like this idea any more than the parent of a teen would. I think of my younger sister and I don’t want to think of what she uses her cell for now that she’s 22, let alone what she would have done at age 16! But this kind of legislation is not going to work. And parents agree because they are coming forward and counter-suing the lawyers, with the help of the ACLU.

So what do we do to help these young persons realize that they are not invincible, that these kinds of casual indiscretions and lapses in judgment will haunt them, because NOTHING CAN BE TRULY DELETED FROM THE INTERNET? Warn them of the possible consequences, tell them the possible scenarios they can get in trouble for and then let them deal with the chips if they fall? Sounds like giving kids bad ideas and asking them not to act them out. Ban cell phones for anyone under age 18? Also, a definite fix for the problem, but also extreme and something many teens and parents alike will not be fond of.

Any other ideas?



All media to go digital soon? Better brush up on my IT skills!
June 27, 2009, 11:09 pm
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At the Cannes Lions International Festival, Steve Ballmer of Microsoft was awarded Media Person of the Year and had some pretty interesting things to say about the future of media.

“All content consumed will be digital…all traditional content such as newspapers, magazines, and TV will be online…we can debate if that will be in one, two, five or ten years…’static’ content won’t cut it…there will be no longer be ‘personal, social communications [which are] offline or separate, [as] all activity will be integrated with digital tools…brands will need to invest in websites, creating buzz and gaining an understanding of the various sales platforms that are developing across the new media sector,” (WARC, 2009).

Ballmer also cautioned that there are issues with how to make the online mediums profitable for smaller businesses, as everyone is learning a new set of rules on how to use these new media in building income and advertising revenue.

One way in which this growth may occur is through mobile advertising, whose revenues are expected to grow by 45% per year over the next five years, according to Ineum Consulting. This growth is expected to be so high because the base it stems from is so small now and this medium may be the selected option for ‘mom and pop’ businesses, preferred over local newspapers, (Reuters via WARC, 2009).

And according to Nielsen Online, Twitter is the fasted growing web-brand, up by over 1,000% in the last year. Tie usage on blogs and social networking sites also increased 67% in May 20096 alone, (AdWeek via WARC, 2009).

In addition, Facebook is the top social network in number of users, up 190% from last year and MySpace is the top performer when online video is the metric, (AdWeek via WARC, 2009).

None of this comes as a surprise to us marketing students, but the real question is how do we use this knowledge to make each portal measure up to its potential, while offering valuable content to the persons who seek it?

References:

AdWeek via WARC. (2009, June 27). “Twitter is Fastest-Growing Web Brand.” World Advertising Research Center. Retrieved June 27, 2009 from http://www.warc.com/news/TopNews.asp?ID=25315

Reuters via WARC. (2009, June 27). “Mobile Ad Spend Set to Grow.” World Advertising Research Center. Retrieved June 27, 2009 from http://www.warc.com/news/TopNews.asp?ID=25326

WARC. (2009, June 27). “All Media IS Going Digital, Says Ballmer.” World Advertising Research Center. Retrieved June 27, 2009 from http://www.warc.com/news/topnews.asp?ID=25320



Little Extras for Thursday
June 4, 2009, 5:44 pm
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From my twitter follows:

1. New Palm Pre: the Palm OS answer to iPhone. Pro’s and cons are listed. One con is the sticky keys (if you have a Centro you know what this means.) These are girl friendly (fingernails), but boys (big hammy fingers) must have tested this and wrote the list.

(Retrieved from above URL)

(Retrieved from above URL)

2. Lynda.com: how-to do all kinds of cool things online. (This is on my blogroll now!)

3. A list of toys and games from E3. E3 (Electronic Entertainment Expo 2009) is wrapping up today in Los Angeles at the Convention Center. Go here for a list of new hits:

(Retrieved from URL below.)

(Retrieved from URL below.)

4. Pres 2.0: “The State Department project intends to utilize a mobile system to send highlights of Obama’s speech live via SMS [from Cairo, Egypy today] to anyone who registers for them on America.gov.Anybody with a cell phone can register for SMS updates of the speech, no matter the nation in which they reside. One of the goals of the innovative project, according to Press Secretary Robert Gibbs, is a broad effort to reach people internationally. On top of the SMS speech highlights, users can add to the conversation by texting back. The State Department will post a swath of user-submitted comments on a separate web page. This is an attempt to engage the global community on a scale we have never seen tried with mobile phones,” (Parr, 2009.) You can find out more by going to Ben Parr’s blog on Mashable at

These are just some little tidbits to get you thinking. Later!



I’ll take a cheddar roast beef sandwich and I have a coupon code here on my phone.
June 1, 2009, 10:06 pm
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Click to view Arbys ad

A couple months ago I was taking Direct (Interactive) Marketing and began to notice things that I would not have noticed before the class. One in particular was a FSI (Free Standing Insert) from the Sunday Edition of the Pittsburgh Post-Gazette. Now normally I only look at a couple sections of the paper, the crosswords, maybe the Proctor and Gamble coupons booklet and the Jobs Now employment section. However, while flipping through the sale papers for Target, Wal-Mart, CVS and others I spotted an ad that made me stop. It was for Arby’s and it was an announcement for two new products; Roastburgers and Iced FruiTea. The ad seemed at the time to be a reinforcement of the TV ads that had began running a couple weeks prior.

The FSI allows the consumer to get two coupons, one for each new product, and it’s easy to redeem. Just show your phone to the cashier. It’s also easy for non-tech savvy employees to redeem as all they have to do is look at your phone and see the code. They don’t have to take down your number, as the persons in the Marketing/IT department or third-party tracking organization already have it. This cellular coupon option makes it easy for Arby’s to evaluate the success of this ad (via measurement of anticipated reach via metro-market and responses) and they also have an automatic opt-in for future marketing. For instance, I assumed that after sending the coupon via text that a second message came up asking the recipient if they want future deals and information to come through via text. The party may have to reply ‘NO” or just not reply at all if they are opting out. (I had to do this with Sprint a couple months ago.) In fact this was the case; “Participants were then asked to double opt-in for future marketing messages from Arby’s. This message read, ‘Reply YES 2 get more exclusive offers from Arbys + Charter! Mx4msgs/mo. std text rates apply. Reply YES Now!’Consumers who opted in were added to a database of names, which Arby’s will use for future promotions,” (Tsirulnik, 2009). The numbers can be tracked, more messages can be sent and those who don’t want to receive them can let the company know so.

Peter Schultz, vice president of business development at Ping Mobile in New Jersey had this to say about the campaign;

“The strategy for Arby’s campaign was to find a fun, exciting and original way to promote their new burger to their target demographic. In addition to uniqueness, Arby’s also wanted to try a medium that was easily trackable, unlike traditional marketing methods, mobile enabled Arby’s to achieve a level of trackability,” (Tsirulnik, 2009). The article referred to was on the campaign in the Alabama market and it is stated that coupons were redeemed in 250 locations with a total of more than 850 respondents, (Tsirulnik, 2009).

The technology that made this ad campaign possible was created by Ping Mobile. Shira Simmonds, president of Ping Mobile stated that “Mobile enabled Arby’s to reach out to their desired demographic and offer their customers a promotion that was targeted and relevant, while at the same time being convenient and instantly available,” (Tsirulnik, 2009).
That’s all for now…this is Rachel reporting from the SIN…OVER & OUT!

References:

Arby’s Ad. (2009). Scanned from FSI in the Pittsburgh Post-Gazette. Retrieved April 26, 2009.

Funny Arby’s Commercial. (2009). Retrieved June 1, 2009 from http://www.youtube.com/watch?v=t1rRxxMfLpY&feature=related

Tsirulnik, G. (2009). “Arby’s Uses Mobile Coupons to Generate Buzz for New Roastburger.” Mobile Marketer. Retrieved June 1, 2009 from http://www.mobilemarketer.com/cms/news/commerce/3198.html



Your cell phone rings because your Table Is Ready?
May 28, 2009, 5:25 pm
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I am sure that you have gone to a causal restaurant at 7:00 PM on a Saturday and had to wait for a table. This wait could have been short, maybe 10 minutes, or perhaps as long as 45 minutes. Maybe you went to the bar and had some drinks while you waited, or perhaps you went outside and meandered around the mall or shopping center. But I bet you have all (at some point) gone back to the host stand because you thought they forgot to call you…or because you heard a name called that sounded like yours…or you were just hungry and wanted to be seated. Now imagine that none of these scenarios were necessary.

Say hello to GuestBridge, a software company that has created a “host stand management system” that captures guest information, tracks repeat diners, records birthdays and other important holidays to your repeat diners, personalizes their visit, invites them back to dine again works with other restaurant computer systems and your own website, and pages your guests to come to the host stand to be seated via their own cell phone. No more weird little pagers or hostesses who don’t like to use the intercom system because it sounds funny. This system can also change plotted tables to accommodate large parties and walk-ins, makes the seating more equal to your staff, tracks guest spending and when a party is about to be done eating, paying the check and leaving.

Another less integrated system is readyping, a Chicago based firm which has created software that sends a text message to the guest when their table is ready.

A third system that I found, Queuent, also calls guests on their cell phones when their tables are ready, but has a back-up plan in case the person doesn’t have one; they use the ‘wait here and come back and check in the quoted time period.’ Well, DUH, this is used already, so it’s kind of a no-brainer. However, the FAQ page of this site reminds the establishment owner that Queuent never sells their contact info: “All phone numbers are removed from the system as soon as guests are seated or deleted from the wait list,” (Queuent FAQ, 2009). This may make us all feel safe and our privacy secured, but it doesn’t say much for the ability of the system to track past diners, VIP’s, or any of the other options listed by GuestBridge above.

References:

GuestBridge. (n.d.). “Who We Serve.” Retrieved May 28, 2009 from http://www.guestbridge.com/casualrestaurants.html

Queuent FAQ. (2009). Retrieved May 28, 2009 from http://www.queuent.com/index.asp?view=faq

Readyping. (2009). “About Us.” Retrieved May 28, 2009 from http://www.readyping.com/about-us




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