Joanna cheney blogs


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Joanna cheney blogs

  1. 1. J. Cheney  SEM  Social MediaThe Fwix Is In! Local News Aggregator,Fwix, Launches Hyperlocal Search EngineLast week Fwix launched the beta version of their hyperlocal search engine, which it is calling aLocal Trend Search Tool, and the blogs are abuzz.If you haven’t heard of it, Fwix is a local news aggregator that allows users to streamline theirnews feeds (which include blogs and social media) based on their locations and interests intotheir own customized homepages. Fwix was founded in October 2008 by Darian Shirazi, and itsinitial purpose was to streamline news and information on the internet based on a user’s location.I hadn’t heard of this site before and decided to take it for a spin. Upon registering as a user,Fwix suggests topics of interest for you based on your city. Since I’m in Milwaukee, WI, itsuggested the Brewers, Lake Michigan, and, of course, beer.What’s a hyperlocal search engine, you ask? Matt McGee from Search Engine Land explains,“Where real-time search answers ‘What’s happening right now?’, hyperlocal search answers thequestion, ‘What’s happening right here?’ It’s like local search on steroids, you could say.”To demonstrate one of the advantages of hyperlocal search, I give you the following example:Last Thursday, a couple hours before the Brew City Flood hit my area, I did a general Googlesearch for “Jazz in the Park, Milwaukee” in an effort to find information on whether it had beencanceled due to rain and got a slew of results. However, none pertained to the status of the eventthat evening.Then, I ran a search from my Fwix homepage using just “Jazz in the Park”. Since Fwix alreadyknew my location, there was no need to enter any location keywords. The first two results werearticles from local news sites that let me know the weekly event had, in fact, been canceled dueto inclement weather.Now, that’s what I call results!
  2. 2. J. Cheney  Local  Mobile  facebookFoursquare Is Still The Mayor of Location-Based Services…For NowThe LA Times posed the question, “Is Facebook Places a foursquare killer?” the day of theFacebook Places launch. At first glance, one would be remiss to disagree, as Facebook’s socialprowess makes foursquare’s location-based service look puny in comparison.However, just four days after Facebook launched Facebook Places, foursquare marked its biggestgrowth spurt ever. Fourquare increased from 2.6 million users before Facebook’s mobile socialvalidating launch on August 19th to 3 million users as of August 29th. According, foursquare will continue to grow at a rate of 15,000 users a day.The votes are in, and it seems foursquare is still the mayor of location-based mobile socialnetworks. Why? Well, there are many takes on the issue out there.Gavin Dunaway at Adotas surmises, “People knew about foursquare and its location-based ilk,but Facebook Places legitimized it, made it safe for the masses.” So which service is preferred bythe masses? Mashable’s Web Faceoff Poll from the week after Facebook Places’ launch electedfoursquare as the preferred location-based service with 57.1% of the votes; on top of that, 7.7%of voters said they use/like both.Even foursquare’s CEO, Dennis Crowley, has a very vocal opinion about Places’ appeal. “I havenow had a chance to play around with Facebook Places, and it’s not that great or interesting. It’sa pretty boring service, with barely any incentives for users to keep coming back and telling theirfriends where they are,” he said during a recent interview with The Telegraph.I personally have yet to use Facebook Places, since I have an android phone, and it has not beenadded to my Facebook app. But I have a feeling I won’t be adopting it as my main location-based service. I already have Twitter, Facebook, and foursquare linked up the way I like it, andfoursquare fulfills my current “check-in” needs with a fun, game-like feel. It would take a lot forme to make a change.
  3. 3. J. Cheney  POV  Social Networking  facebookWill “The Social Network” ChangeFacebook’s Status?Since early this year, you’ve been hearing about “The Social Network,” aka the Facebook movie.Like me, you may have even seen the final product upon its nationwide release this pastweekend, along with an estimated $23 million worth of movie-goers.The commercials for the film say it all with the tag line “You don’t get to 500 million friendswithout making a few enemies,” implying there may be a substantial reason to not “Like”Facebook co-founder Mark Zuckerberg. Let’s just say I now know why he made a $100 milliondollar donation to the Newark, NJ public school system the week before the film’s release.According to the film, Zuckerberg may have been the one to write the code and create thewebsite, but without his business-major best friend/business partner, it would have never havebecome monetized or the marketing opportunity it is today. And as Tom Siebert at Online MediaDaily observes, Zuckerberg initially saw Facebook solely “as a tool for his own glorification.”Of which, I am in total agreement – to the extent that the movie initially made me think twiceabout my own use of Facebook.And I’m not the only one. Gavin Dunaway from Adotas fears for the future of Facebook becauseof Zuckerberg’s depiction in the film and questions “Will [Facebook users] run straight homefrom the multiplex and delete their Facebook accounts? Or possibly can they write on theiriPhones as they exit the theater?”Not likely. If this sampling of movie-goers interviewed by are among themajority, most will brush off the portrayal as Hollywood taking license to make the storyinteresting.In my opinion, this film will not decrease the use of Facebook. Even though the movie portraysZuckerberg as a complete jerk (to put it nicely), he’s relatable. And if you stay tuned in until thelast scene, you will see why.
  4. 4. J. Cheney  15miles  Personalization  White PapercomScore’s 2010 Digital Year In Review:How To Be Effective in 2011On February 8th, comScore released “The 2010 U.S. Digital Year in Review,” which provides anin depth view of the U.S. Digital Media landscape and uses their findings to provide insight intohow effective marketers can succeed in 2011.With the innovation and uplifting results of 2010, comScore chairman Gian Fulgoni expectsgood things to come in 2011, but cautions “marketers must have a sound understanding of thedigital media landscape and how it is changing if they hope to capitalize on key trends that candrive their business into the future.”ComScore’s report lists out the forecast for each media individually, but I couldn’t help noticinghow many digital aspects are influenced by each other or other marketing channels:  Local-group buying sites such as and drove offline purchases.  Social was host to 1/3rd of all display advertising in 2010 and will continue to grow given it’s ability to reach millions cost effectively.  Social search terms dominated search queries in 2010, reinforcing the importance of being visible on social networks.  Mobile, with its convenient real time pricing ability, could help drive consumer’s buying activity online.The examples above reiterate the importance of tailoring marketing campaigns to fit yourbusiness, with as much or as little integration as necessary. ComScore says effective marketers“must realize that it is not wise to chase every shiny object emerging on the digital landscape, asnot every innovation is the right fit for a given company or brand.” While seemingly obviousadvice, you’d be surprised how many one size fits all options there are out there. Understandingyour business and industry is key to developing the ideal media mix.
  5. 5. J. Cheney  Mobile  Ratings & Reviews  foursquareFoursquare Unveils “Explore”Recommendation FeatureAs we’ve been talking about on our blog for the past week, check-in apps are all the rage rightnow. Foursquare seems to be the front runner and that may be because of their ever-innovatingbusiness sense.Last week, in conjunction with the the South by Southwest (SXSW) Interactive show,Foursquare unveiled the 3.0 version of its app, containing a new recommendation feature called“Explore.” Recommendations are based on you and your friends’ Foursquare activity history andthat’s the best part about it, in my opinion. There are no ratings to deal with unlike GoogleHotpot or Yelp; “Explore” is based purely on your check-in activity.As Foursquare’s CEO Dennis Crowley explains, “The suggestions are based on a little bit ofeverything – the places you’ve been, the places your friends have visited, your loyalty to yourfavorite places, the categories and types of places you gravitate towards, what’s popular withother users, the day of the week, places with great tips, the time of day, and so on. We’ll even tellyou why we think you should visit a certain place (e.g. popular with friends, similar to yourfavorite spots).”What does this mean for Foursquare as a marketing tool? theorizes, “IfExplore works, we’re sure plenty of restaurants and bars would pay to be at the top just like theymight pay to be at the top of a Google search, which essentially fulfills the same function.”Sometime in the future this may come to fruition, but only after it has been adopted moreextensively; for now, I see it as Foursquare’s attempt to more directly compete with Google’shost of location-based search tools.I plan on checking out Foursquare 3.0 soon, but in the meantime I was checking the reviews onthe Android market and there seems to be some glitches that Foursquare needs to address andquick. For example, a reoccurring complaint is not being awarded points and the app describingthe users as being “a little too far away” whilst standing inside the building.Have you tried Foursquare 3.0? What has been your experience?