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What are the most expensive Keywords in online media?

Lucio Dias Ribeiro — Mon, 22 Aug 2011 05:33:54 +0000

Paid, Owned and Earned Media - Defining Digital Strategies

If you are familiar with the concept of Owned, Earned and Paid Media you understand that Google Pay-Per-Click (PPC) can play a colossal role for your Social Media seeding campaign.

But just how much is too much?

I thought it would be interesting to share with you a study from Wordstream.com which shows the most expensive keywords in Google AdWords.

The 20 most expensive keyword categories with the highest search volume and highest costs per click, thereby netting Google the most money, are:

Insurance (keywords in this category include “buy car insurance online” and “auto insurance price quotes”)
Loans (keywords include “consolidate graduate student loans” and “cheapest homeowner loans”)
Mortgage (keywords include “refinanced second mortgages” and “remortgage with bad credit”)
Attorney (keywords include “personal injury attorney” and “dui defense attorney”)
Credit (keywords include “home equity line of credit” and “bad credit home buyer”)
Lawyer (“personal injury lawyer,” “criminal defence lawyer)
Donate (“car donation centres,” “donating a used car”)
Degree (“criminal justice degrees online,” “psychology bachelors degree online”)
Hosting (“hosting ms exchange,” “managed web hosting solution”)
Claim (“personal injury claim,” “accident claims no win no fee”)
Conference Call (“best conference call service,” “conference calls toll free”)
Trading (“cheap online trading,” “stock trades online”)
Software (“crm software programs,” “help desk software cheap”)
Recovery (“raid server data recovery,” “hard drive recovery laptop”)
Transfer (“zero apr balance transfer,” “credit card balance transfer zero interest”)
Gas/Electricity (“business electricity price comparison,” “switch gas and electricity suppliers”)
Classes (“criminal justice online classes,” “online classes business administration”)
Rehab (“alcohol rehab centres,” “crack rehab centres”)
Treatment (“mesothelioma treatment options,” “drug treatment centres”)
Cord Blood (“cordblood bank,” “store umbilical cord blood”)

When I am asked about ROI on Social Media I like to consider that if your Earned and Owned media presences have been created and maximised, you reduce your reliance on Paid media. This doesn’t mean you shouldn’t sometimes also pay for some extra attention, but it certainly means you depend less on these paid channels. And, because AdWords and other programs like it are based on an auction system, competitiveness and costs for them will continue to be driven upwards.

Generating ROI based on traffic – a simple formula

Let’s assume you are in the Real Estate industry and you want to decide between the immediacy of Pay-per-click and the long term benefits of Social Media and SEO.

You consider investing in Pay-per-click and generate immediate traffic.

If you generate about 1,000 visits a month paying $50 this equates to $50,000/month

If you invest the same amount of money across your Owned media and start to generate the same qualified traffic you have built yourself a long term asset and you can therefore amortise the investment over time.

This is an easy way to start a polemic on ROI in Owned Media versus ROI for PPC.

Which side are you on?

Lots of friends on Facebook? Think again.

Lucio Dias Ribeiro — Mon, 25 Jul 2011 02:43:15 +0000

Having friends only brings benefits.

The more the best!

However there is a limit.

A study at Oxford University compared the size of the human brain, specifically the Neocortex, the area responsible for conscious thought, with other primates. Researchers crossed this information with data about the social organisation of each species over time, and have come to the conclusion that 150 is the maximum of friends a person can have.

For you to maintain a friendship with someone, you need to memorise information about that person (e.g.name and details of her character), which are triggered when you interact. For some reason, the brain does not contain data on more than 150 people. The relationships that go beyond this number will inevitably be more casual rather than friendship.
Other researchers went further and found that, within this group of 150, there are a series of concentric circles of friendship: 5, 15, 50 and 150 people, each with different characteristics.

Finite Circle
The brain contains no more than 150 friends, divided into groups.

Intimate group
5 friends – is the intimate, with whom you speak more – and would not hesitate to call at dawn or call to borrow money. For Aristotle, 5 was the maximum number of true friends.

Group of empathy
15 friends – people are very important to you – if any of them died tomorrow, you’d be very upset. This group may include people from work or friends of friends.

Typical number
50 friends – is the number of friendships maintained by most people, and also the average size of early human groups .

Limit
150 friends – Maximum that the brain can handle at once. These are the people whose names, faces and features you can memorise and trigger if necessary. The curious thing is that these circles had been mentioned by philosophers such as Confucius, Plato and Aristotle – and are also present in various forms of human organisation. In classical philosophy, 5 were already considered the maximum number of close friends that anyone could have.

Apart from football and footy (here in Australia) , 12 to 15 people is the amount of players in most sports. Fifty was the average number of people hunting in primitive communities (as the Aborigines here).

But even with so many practical examples, no one can explain why our friendships limit is 150 people.

So, next time you find someone with more than 150 “friends” on Facebook or Google+, think again.

Cheers

Lucio

The value of a company

Lucio Dias Ribeiro — Sun, 17 Jul 2011 08:46:36 +0000

“The price of a company’s stock depends not on the value of a company but on the market’s perception of that value, which is often easier to change than value itself.” John Kay, Financial Times Get Social Media now? Related posts: Social Media Resistance – Breaking the Shell The Most underutilised Social Media tool. [...] Related posts:

Social Media Strategy – Would you spare some change?

Lucio Dias Ribeiro — Mon, 09 May 2011 08:47:37 +0000

I’ve been pretty involved with Fair Trade in Australia. One of my clients Cadbury Dairy Milk Australia is one of the most prominent brand involved and supporting Fair Trade and its benefits (good one Cadbury ).

During my researches I stumbled upon a great concept in promoting Fairtrade and some smarts in Social Media by Ben & Jerry’s Ice Cream.

Introducing the Fair Tweet

Ben & Jerry’s is asking users to donate their spare Twitter characters in honor of World Fair Trade Day on May 14.

Earlier this week, Ben & Jerry’s launched a Twitter application that squeezes a message and link about World Fair Trade Day in the leftover characters of one’s tweets — i.e., if your tweet is 30 characters, the remaining 110 will contain a message about World Fair Trade Day and a link to more information.

Smart Social Media pick up

Cheers

Lucio Ribeiro

Using Webmaster Tools like a rock star.

Lucio Dias Ribeiro — Thu, 24 Feb 2011 08:22:38 +0000

For sometime I’ve been planning to write a comprehensive post about use of Webmaster tools.

Webmaster tools is far the most underutilised tool on your web marketing arsenal.

Webmaster tools is not just essential for your SEO strategy but it can also be very very handy for your Web analysis and pre-strategy plan. A smart strategist can use this data to improve how search engines crawl and index your site’s content but it also can understand and explore opportunities looking through SEO eyes.

Maile Ohye, Developer Programs Tech Lead at Google released an excellent video about usage of Webmaster tools, enjoy.

The Real Media and Marketing Influencers

Lucio Dias Ribeiro — Tue, 04 Jan 2011 04:42:37 +0000

The Real Media and Marketing Influencers

With over 6,000,000 followers on Twitter, Justin Bieber (@justinbieber) and Ashton kutcher (@aplusk) are far above any other Tweep in terms of number of followers.

Nominally, they have a lot of relationships — but in reality, few, if any, are actually valuable and can be influenced or influence a behaviour change.

It’s hard to imagine that Justin Bieber, with his 6.4 million followers, is influencing people’s behaviour other than getting them to talk about Justin Bieber, frantically retweet him, and possibly buy a record. Is that influence?

Popularity on Twitter or Facebook is just that; it’s the ability to drive behaviour that matters and who are those with such ability in Marketing and Media?

According to AdAge these are the biggest influencers of 2010: http://adage.com/influencers2010/

Influencer: S.Y. Lau, Tencent Holdings
Influencer: Deryk van Rensburg, Coca-Cola
Influencer: Jeff Pash, National Football League
Influencer: Dr. Luke Gottwald, Music Producer
Influencer: Nina Tassler, CBS
Influencer: Andrew ‘Boz’ Bosworth, Facebook
Influencer: Jim Stengel
Influencer: Rep. Fred Upton, R-Mich.
Influencer: Julie Eddleman, Procter & Gamble
Influencer: Nizan Guanaes, Grupo ABC
Influencer: Dr. Margaret Hamburg, FDA
Influencer: Elizabeth Warren, Bureau of Consumer Financial Protection
Influencer: Pete Cashmore, Mashable
Influencer: Glenn Beck, Fox News
Influencer: Michael Kassan, MediaLink
Influencer: Marissa Mayer, Google
Influencer: Tim Siedell, Adman/Twitter Star
Influencer: Gabe Newell, Valve Software
Influencer: Kevin Feige, Marvel Studios
Influencer: Ari Emanuel, William Morris Endeavor Agency
Influencer: Patrizia Magni, Thread

Influencer: S.Y. Lau, Tencent Holdings

How’s This for Clout? Mars, P&G and Ford Flock to China’s QQ, the Largest Social Internet Site in the World

HONG KONG (AdAge.com) — Lau Seng Yee has turned China’s Tencent, which started as the QQ instant messaging service back in 1998 and grown into an all-purpose portal offering social networks like Qzone, e-commerce and multiplayer online games, into the homegrown favorite for multinational advertisers.

Influencer: Deryk van Rensburg, Coca-Cola

You Might Not Know His Name, but This Executive Will Likely Determine the Beverages You’ll Be Drinking Next

NEW YORK (AdAge.com) — In certain beverage circles, Deryk van Rensburg’s something of a kingmaker. He’s also likely the only person in the industry whose job description — literally — dictates that he is “responsible for identifying and developing the next series of brands with $1 billion potential.”

Influencer: Jeff Pash, National Football League

He’s No Star Quarterback, Yet Pash May Determine Whether There Will Be NFL Games This Year

NEW YORK (AdAge.com) — Jeff Pash doesn’t feel much like an influencer, yet he is holding in his hands billions of dollars as the National Football League’s general counsel and exec VP-labor.

Influencer: Dr. Luke Gottwald, Music Producer

Hot Music Producer Knows Where the Party Is — and Where the Hits Are for Pop Stars and Pop-Culture Brands Alike

LOS ANGELES (AdAge.com) — Whether it was the radio, YouTube or prime-time TV, there was no escaping Dr. Luke’s music in 2010. The pop music über-producer had a hand in four Billboard Hot 100 No. 1 singles this year (five if you count the “Glee” remake of Katy Perry’s “Teenage Dream”), collectively notching over 18 weeks atop the chart, and 14 other hits over the past 12 months.

Influencer: Nina Tassler, CBS

It May Not Be the Sexiest Net, but It’s the Sturdiest Thanks to a Strong Schedule Under This Executive’s Watchful Eye

LOS ANGELES (AdAge.com) — Under Entertainment President Nina Tassler, CBS has made fewer changes to its sturdy schedule than its competitors in recent years and launched (and sustained) more hits.

Influencer: Andrew ‘Boz’ Bosworth, Facebook

Some 600 Million Social Networkers Around the World Have This Man to Thank for Their Friends — Like It or Not

SAN FRANCISCO (AdAge.com) — If an influencer is someone whose work touches millions of people, then Andrew “Boz” Bosworth is an uber-influencer. Through his job as head of engineering at Facebook he touches almost 600 million people every day, all day.

Influencer: Jim Stengel

It Might Not Seem Possible, but This Purposeful Exec Has Arguably More Influence Than He Did Under P&G’s Wing

BATAVIA, Ohio (AdAge.com) — It’s been awhile since Jim Stengel was a card-carrying master of the marketing universe, directly influencing the nearly $9 billion global advertising outlay at Procter & Gamble Co., or gracing a stage at the annual Association of National Advertisers’ conference. And yet, in some ways, it’s like he never really left.

Influencer: Rep. Fred Upton, R-Mich.

Many Important Marketing Initiatives Hang on His Opinions, and So Far, the Ad Industry Likes What It Sees

CHICAGO (AdAge.com) — The Republican takeover of the House of Representatives will be perhaps most visible for marketers in the Energy and Commerce Committee, where a new man will be wielding the gavel of the influential panel. Rep. Fred Upton, R-Mich., takes over for Henry Waxman, D-Calif., on Jan. 5 and so far advertisers seem pleased with the new chairman.

Influencer: Julie Eddleman, Procter & Gamble

For Packaged Goods, the War Is in the Store — and That’s Where This Exec Leads Charge for Consumer-Product Titan

BATAVIA, Ohio (AdAge.com) — As quiet influence goes in marketing, it doesn’t get much bigger than Julie Eddleman.

Influencer: Nizan Guanaes, Grupo ABC

If You Are Doing Business in Brazil or Plan to Do Business in the Country, You Must Know Nizan

NEW YORK (AdAge.com) — Nizan Guanaes, chairman of Brazilian marketing-services company Grupo ABC, has become an informal ambassador for fast-growing Brazil.

Influencer: Dr. Margaret Hamburg, FDA

The Government Watchdog Has Grown Teeth Under This Commissioner Who Bears Watching

CHICAGO (AdAge.com) — Margaret Hamburg is leading a more aggressive FDA that has the marketing world taking notice.

Influencer: Elizabeth Warren, Bureau of Consumer Financial Protection

The Agency Obama Tapped Her to Create From Scratch Will Have a Lot of Say Over Advertising

CHICAGO (AdAge.com) — It doesn’t get more influential than this: Harvard University law professor Elizabeth Warren gets to set up a government agency from scratch.

Influencer: Pete Cashmore, Mashable

Social-Media Maven’s Influence Is Inescapable as Site’s Readers Retweet and Share its Content

NEW YORK (ADAge.com) — If you’re like me, you rarely visit Mashable.com, but you still find yourself reading Mashable stories, often several times a day. They have a way of finding you, and not just because founder Pete Cashmore has more than 2.1 million followers on Twitter.

Influencer: Glenn Beck, Fox News

Loathe Him or Love Him, This Conservative Talker Is out Front — and the Beck Effect Is Real

NEW YORK (AdAge.com) — Glenn Beck may be alarmist when he suggests buying gold as a hedge against recession, depression or collapse — not to mention less than impartial given the gold advertising on his show and his endorsement deal with Goldline. But he was out in front. “Once primarily the obsession of libertarians, survivalists and conspiracy freaks,” Fortune said, “gold appears to be going mainstream.”

Influencer: Michael Kassan, MediaLink

What Do You Do When You Need to Influence an Influencer? Who You Gonna Call? Call Kassan

NEW YORK (AdAge.com) — Silicon Valley and Madison Avenue have a lot dividing them, but also at least one thing in common: MediaLink CEO Michael Kassan. The former Initiative Media Worldwide president is a matchmaker, a marketing-and-entertainment guru and a consigliere to brands.

Influencer: Marissa Mayer, Google

She’s Charged With Bringing Search Giant Google to the Next Level of Advertising Revenue

NEW YORK (AdAge.com) — Marissa Mayer has been at Google for almost 12 years and at the helm of search products for just about as long. So why is she an influencer? Because a couple of months ago, Larry Page, Sergey Brin and Eric Schmidt decided to take her off search and put her on local. That’s how good she is.

Influencer: Tim Siedell, Adman/Twitter Star

Biz Stone’s Favorite Twitterer Is an Adman From Nebraska

NEW YORK (AdAge.com) — When David Letterman asked Twitter co-founder Biz Stone who was his favorite person to follow, Mr. Stone named @badbanana, adding, “I find him to be terribly funny.” So does the New York Times, The Huffington Post, NPR and 410,000 people on Twitter, who practically forced him to issue a book of his tweets called “Marching Bands Are Just Homeless Orchestras.” Who is this hilarious yet morally reprehensible fruit?

Influencer: Gabe Newell, Valve Software

The ‘Citizen Kane’ of PC Gaming Reinvents the Genre

NEW YORK (AdAge.com) — Gabe Newell. You won’t find the name on Twitter, Facebook, or Foursquare (not the real one, anyway), but it is well known on message boards, chat rooms and everywhere from game-world locations Black Mesa and Aperture Science to real-world cities like New York and Shanghai.

Influencer: Kevin Feige, Marvel Studios

This Superhero of the Comic-Book World Has Redefined the Genre Into Big Box-Office Blockbusters

CHICAGO (AdAge.com) — For years, movies based on comic books weren’t taken as seriously as genres such as science fiction, horror or other action movies in general. Marvel Studios President Kevin Feige has been trying to change that.

Influencer: Ari Emanuel, William Morris Endeavor Agency

Uber-agent Who Brokered Deals for Athletes and Stars Now Has Got His Own Entourage Coming to Mad Ave

LOS ANGELES (AdAge.com) — Ari Emanuel is going to attempt something even bigger — an entertainment-marketing agency that will combine William Morris and Endeavor’s resources with partners such as Red Peak Group, Red Interactive Agency and Trivergence Business Resources.

Influencer: Patrizia Magni, Thread

The Plugged-In Exec Behind Some of the Biggest Talent Nabs in Adland Proves It Is All About Who You Know

NEW YORK (AdAge.com) — Patrizia Magni is a go-to when it comes to orchestrating high-level placements at shops from large holding company networks such as McCann and BBDO, and independent shops such as Mother.

List by ADage.com

How to beat the Fear of your competition.

Lucio Dias Ribeiro — Tue, 28 Sep 2010 08:23:15 +0000

An owner of a small bookstore had the misfortune of being squashed between 2 enormous bookstores either side of his own store.
One day he arrives at his business to see the competitor on his right had hung a huge banner saying “60 per cent sale in store”. The banner was massive!

The competitor on the left was also running a special promotion with a big banner saying “Gigantic clearance sale”.

What was the owner of the little bookstore in the middle to do?

Rather than being depressed about the competition, he created his own banner, simply saying “Main entrance” and hung it out the front door.