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Social Media Marketing and Vendor Fatigue

By on June 3, 2012 in Local advertising, Social Media

One of the main themes of Street Fight Summit West (SFSW) this week was the complex state of social media marketing for small business. This well-pinned chart explaining the social marketing landscape will make any small business owner cringe. It’s telling that about half the speakers at SFSW are working on solutions to make it [...]

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Demanding accountability in local advertising

By on March 29, 2012 in Advertising, Local advertising

The Business Insider report that local merchants can purchase a Google Adwords ad at 1/10 the price on Patch.com’s rate card, and still get Patch.com placement isn’t a revelation. It confirms the reality of excess premium inventory that plagues traditional media display advertising, and the ease of gaming the media buy system to get the lower rack [...]

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Six trends impacting hyperlocal in 2012

By on December 24, 2011 in Hyperlocal, Local advertising, New business models, Social Media, Trends

Here are six trends in 2012 that will impact hyperlocal media and business models. This was originally published at Street Fight last week. 1. Cross platform conversations Livefyre and Disqus show glimpses of how conversations can move from Facebook and Twitter to online media and blog commentary. Local conversations happening on social media, especially Facebook, [...]

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Klout as Good Will Engine

By on October 26, 2011 in Advertising, Local advertising, Marketing, New business models, Social Commerce, Social Media

Klout is known as a metric for assessing social influence. Like Google Page Rank, few understand what else Klout can do beyond being an iconic metric. One overlooked practical role that Klout faciliates is influencer curation. Through curation, brands garner good will by providing recognition, even rewards, to influencers who have synergetic relationships with that [...]

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Five reasons why traditional media advertising revenue is sloping towards zero

By on September 12, 2011 in Advertising, Hyperlocal, Local advertising, Mass Media, New business models, Newspapers, Publishing, Social Media, Trends

Journalists continue to search for a viable business model that supports online hyperlocal publications, but they won’t ever reach the threshold of revenues to maintain operations if they rely solely on traditional advertising fees from local merchants. That doesn’t mean local advertising is also poised to fall off a cliff. On the contrary, BIA/Kelsey states [...]

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Hyperlocal Media as a Community Service

By on August 21, 2011 in Advertising, Hyperlocal, Local advertising, New business models, Newspapers, Publishing, Social Media, Trends

My article “Hyperlocal as Community Service Media” on Streetfight discusses why building local media resources to serve the community makes sense. Creating local media is no longer the province of media companies, curation and aggregation tools make it easy for anybody to develop a simple local media resource that maintains itself 24×7. The disruptive concept [...]

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Hyperlocal media as a free community service could disrupt advertising models

By on July 7, 2011 in Advertising, Breaking News, Hyperlocal, Local advertising, New business models, Newspapers, Publishing, Social Media, Trends

The classic, and perhaps only business model supporting hyperlocal journalistic efforts like Patch.com and other local media is local advertising. On StreetFightMag.com last week, Ted Mann, Digital Development Director for Gannett NJ, discusses why Gannett’s hyperlocal experiment InJersey.com failed. The main and obvious reason is simply local advertising cannot adequately cover expenses. So… What if [...]

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Groupon for Real Estate

By on March 24, 2011 in Breaking News, Hyperlocal, Local advertising, Real Estate, Social Commerce, Trends

Groupon-like deals can work for real estate, but not as a typical $10 for $20 worth of product purchase. Real estate can’t be sold as a 30% off purchase price item (although they certainly tried variations of this at California real estate investment clubs in 2005). Real estate marketing has generally relied on variations of [...]

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Real time deals will herald in a new consumer mantra: don’t buy early

By on March 19, 2011 in Hyperlocal, Local advertising, Social Commerce, Trends

On Media Transparent last October, I explored the idea of real time deals, which requires consumption of a daily deal within a limited time frame. Merchants with perishable products – seats at a restaurant, theaters, hotel rooms, airlines – want a deals system that quickly and efficiently fills excess inventory, especially at a moment’s notice. [...]

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Social commerce proliferates across niche group buying systems

By on February 6, 2011 in Local advertising, New business models, Social Commerce, Trends

Social commerce won’t be just the playground of Internet giants Groupon, Google and Facebook. White label social commerce platform providers will allow any publishing entrepreneur to easily build social buying applications. In my previous post, I discussed how the success of social commerce hinges on media distribution – how to get social deals noticed by [...]

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