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Counting Page Views? Don’t Call It A Business Model!

Matthew Shanahan


Measuring the number of page views as a key performance indicator (KPI), is a growing practice among publishers. In fact, editorial and development teams are increasingly being rewarded for boosting page views, with some publishers even shaping their entire site just to generate page views.

That is not a business model!  Let me prove it with an extreme example.

Any publisher can deploy bots to generate page views for their site. No advertiser will pay for those page views, because the page views have no advertising value. While page views could be used as a KPI by the editorial team to generate more content for bot consumption, no revenue is coming through the door to keep them employed.

The right metric for publishers should be revenue performance indicators (RPI), which means the metrics tie directly to the business model.  Many publishers are looking to build recurring revenue streams from loyal audience members, and in this case, RPIs such as audience size, loyalty, and level of engagement are meaningful. However, some publishers are relying on non-recurring revenue from SEO acquired visitors, and in this case, RPIs such as percentage share of search and time on site become more relevant. In paid content, RPIs such as price per article or price per device become critical. And for all of these business models, average revenue per user (ARPU) is the RPI for benchmarking efficiency and profit (see my post on ARPU here).

While correlating user behavior to the business model is the only way to judge revenue performance, surprisingly few publishers can differentiate between a page view that is aligned to the business model vs. a page view that is not. Consequently, many publishers are chasing low value page views and jeopardizing their long-term viability. Might as well hire some bots…..

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Free Triple Credit Score with GoFreeCredit.com

Recently the FTC cracked down on companies advertising free credit reports. These companies — the credit bureaus — created confusion between the government’s truly free AnnualCreditReport.com and their own websites that advertised free credit reports but sometimes nefariously charged customers’ credit cards after a trial period expired for a service they didn’t realize they signed up for. After the FTC determined that companies can no longer advertise free credit reports, the industry shifted to offering different products, like $1 credit reports and free credit scores.

There is a lot not to like about the free credit score services. Nevertheless, it’s great to know your credit score before you attempt to qualify for a mortgage or other loan. It’s best to be able to anticipate any problems before you need to rely on your credit score, so getting your information in advance can give you an opportunity to correct any errors or resolve any negative items.

GoFreeCredit is a company offering credit scores from each of the three bureaus (Equifax, Experian, and TransUnion). Each bureau uses its own slightly different calculation to determine your credit score, and each may still differ further from the FICO score, the credit score used by most lenders to determine your risk profile and your interest rates. Even though there are some differences, the more numbers you have, the better understanding you can get of how the financial industry sees you.

With GoFreeCredit, you can receive a score from Equifax, Experian, and TransUnion when you enroll in their program called “Triple Score Complete.” This is a $19.95 per month service, but it’s free for 7 days. If you do not want to pay $19.95 and take advantage of what is offered under Triple Score Complete, you must cancel before the 7 day trial period is over. This short period of time worries me, because if there is a delay between the day you initiate the cancellation to the day the company processes your request, you could easily go beyond the 7 calendar-day period, prompting the first $19.95 charge. THe best course of action is to register, verify your identity, access your credit scores, and cancel immediately if you do not wish to enroll in Triple Score Complete.

If you do wish to enroll, you will receive these services:

  1. Information from the three credit bureaus
  2. Your updated credit scores
  3. Credit monitoring and alerts
  4. See your 3 updated credit scores online instantly, and I’m not sure how number 4 is different than number 2

Although it’s vague, I later determined the “information” included in number one refers to a consolidated credit report and tips from each bureau, as you’ll see later. I don’t see how number four in the list above is different than number two, but I suppose four points seem to be more of a value than three.

Credit monitoring and alerts can be useful services, but not for everyone. Many years ago, someone I knew had her identity stolen and damaged — by her father — and she locked down her credit. If you believe you’re more at risk for identity theft than average, credit monitoring could give you peace of mind. If you’ve had your identity stolen, credit monitoring is the minimum you should do to protect yourself.

When you sign up, you will be charged or debited with a refundable $1 processing fee, and you’re reminded in very small print that you’ll need to cancel within seven days to avoid the $19.95 charge. In order to cancel, GoFreeCredit provides a phone number to call, but you should also be able to cancel by accessing your account online. I went through this process, and this is what I experienced.

After entering my credit card information to verify my identity, GoFreeCredit presented me with another service to accept or decline. I declined the free Public Records File, another $19.95 trial service with a 7-day trial period. I can easily see customers accepting this deal (using the big button) and not realizing there’s an option to decline this extra service. It always pays to read, then click. After declining, I was provided my membership ID, which I copied to another window on the computer in case I needed it to log into the website later.

Continuing, I was brought to another site to create a user name and confirm my identity — although the stated purpose for entering my credit card information was to verify my identity in addition to charging the refundable $1 and having a payment method on record if I were to not cancel — using my Social Security number. On the new secure website, CeditScoreComplete, I proceeded to provide the information typically requested to verify my identity, such as old addresses. I noticed at this point at CreditScoreComplete is a service of TransUnion, so while at first this seemed to be an independent third party service, it is actually operated by one of the credit bureaus.

The identity confirmation process was easy, and the site quickly provided links to a consolidated credit report and my credit scores.

The consolidated report was actually very interesting. I could easily see the differences between my reports from the three bureaus, and there was some interesting differences. Each bureau had a different number of open and closed accounts, for one thing. My credit scores had a range of less than 1%, with Equifax being the lowest to TransUnion with the highest, with all scores in the “Very Good” range, the highest in GoFreeCredit’s evaluation. The score listing also included tips from each of the bureaus for improving my score, and each bureau offered different suggestions, like “Not Enough Revolving Debt Experience” (TransUnion), “Too Many Inquiries” (Experian), and, “Not Enough Premium Bankcards” (Equifax).

Immediately after reviewing my information, I printed out what I wanted to keep, and looked for the option to cancel membership — something you may or may not wish to do. If the ongoing services are worthwhile to you, then do not cancel. I did not see any way to access my account information from this location, so I started over. I opened the confirmation email I received and used the link within to log in. I clicked on the “My Account” link at the top of the page and easily found the “Cancel Memerbship” option. The service warned me there would be a waiting period before I would be allowed to check my credit scores for free, but I continued with the cancellation.

I didn’t however, see the option to cancel the $1 “refundable fee” that GoFreeCredit initially charged to sign up, so I will be monitoring my credit card account to see when this is processed. I will update this review once I have confirmed the three credit scores I viewed for free were, in fact, free.

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Calls for fiscal restraint at Waldoboro hearing

Waldoboro — It was not quite town meeting, but the May 24 public hearing on Waldoboro’s warrant articles had plenty of questions and comments, a little bit of passion, and continued calls for fiscal restraint.

One issue with this year’s municipal budget is the lack of fund balance money to lower the tax rate, as had been done in the past few years. That is compounded by increases in health insurance and fuel costs, and reductions in revenues, such as excise tax.

The amount of money to be raised from property taxes for the municipal budget is proposed at $1,699,569, up 19.6 percent from last year. Revenues in the proposed budget that will go to voters June 14 are down 13 percent.

Eileen Dondlinger, finance director and interim town manager, described the cost increases: Gasoline and diesel fuel is up $27,231; heating oil is up $27,960; health insurance is up $30,732; and the Maine State Retirement program will increase $14,641. Despite those increases, department heads managed to keep their budgets flat.

“That’s $100,560 that somehow the department heads worked to lower the budget even with those increases,” Dondlinger said. “But the very bottom line issue, yes, we are higher. We don’t have the fund balance to reduce the tax level.”

Several people at the meeting encouraged passage of Question 3, which asks “Should any municipal budget question fail to pass, shall the Town authorize the Selectmen to expend an amount not to exceed 3/12 of the previous year’s appropriation?”

Dondlinger said: “If you’re going to vote no on any article at the referendum, you should vote yes on this one. This allows time to put together a new proposal and go to referendum. Last year when they voted down the 3/12ths, we had to go to an open meeting to establish a budget for July 1.”

The warrant articles were reviewed line by line.

On the assessor’s budget, Duncan Morrell asked if several towns could share an assessor, or hire an outside assessor to save money.

On the police budget, John Higgins asked if funding for that department could be cut.

“I believe we have too many police officers in this town,” Higgins said. “We still do not utilize the county to any extent. We pay a large amount in county tax, and I feel we could cut somewhere in this department and use some of the county resources we’re paying for.”

Police Chief William Labombarde said the statewide average for police officers is 1.7 officers per 1,000 residents. He said Waldoboro’s ratio was 1.4 officers per 1,000 residents.

Labombarde said the county will not provide Waldoboro with the same level of 24-hour service. He said Waldoboro’s police budget is in good shape compared to budgets for other Midcoast police departments.

Carl Cunningham asked if the police officers hired in previous years were funded through the fund balance. Dondlinger said the fund balance went to lower the tax rate for the entire budget.

There were several questions about pay-per-bag garbage disposal when the transfer station article was reviewed. Concerns are that pay-per-bag could result in more garbage along the road, and that is just a shift in costs. Selectmen said they are studying the issue, and Public Works Director John Daigle is gathering information on pay-per-bag.

Though they may support the programs, several residents urged cuts to the recreation department (Community Services Department). Morrell asked if the department could be self-funded, not just with user fees but with donors and advertising. Pat Chapman asked if the recreation director could be a part-time position. The police chief and EMS director noted that Recreation Director Kyle Santheson helps the town in many ways.

“Kyle is invaluable to our town office, to our whole operation,” said EMS Director Mike Monck. “As far as EMS and fire department and the EMA position that he has – he is irreplaceable…. It’s not just the rec department position you’re cutting, you’re cutting some arms off our system.”

On the library warrant article, Dick Mogul said he did not support using $77,000 in town funds to support a private organization.  

Several people spoke in favor of the library, including Claire Bowley, who said: “In times of economic strife, the library is the best deal you will ever find. Everyone comes there to use the computers. There are many resources. There are movies that are free. There are audio books. There’s something there for everyone.”

On the articles for social service agencies, Morrell said he would hold the town to its pledge to look at providing funding for these organizations by listing them on tax bills, and having townspeople decide how much to contribute. “I’m going to help all I can and we’re going to watch and see how much actually gets raised versus what goes down…. I think you’re going to be pleasantly surprised as to what’s going to happen,” Morrell said.

Civility

There were several comments throughout the night about civility toward elected officials and concerned citizens who have participated in many meetings in the last year.

Part of this came when a department head called the Concerned Citizens of Waldoboro by the acronym CROWs, replacing “citizens” with “residents.” Higgins and Bob Kanewske asked the Board of Selectmen to respond.

“It sounds like a group of people in this town who are sincerely trying to do some good things were being looked at, or at least talked about, with disdain,” Kanewske said.

Selectmen, however, did not seem to know about the controversy.

Katie Winchenbach said: “We are a group of citizens that are concerned about the town. Concerned Citizens of Waldoboro. CCOW. Somewhere along the line someone has changed it and is calling us CROWs. And that’s very wrong and distasteful. And that’s what we’re talking about. They’re calling us concerned “residents” just so they can call us CROWs. And we don’t like that. We’re trying to do something that’s good in this town. And we don’t need stuff like that.”

“I’m the one that said it,” Daigle said. “I didn’t mean anything by it. That’s what’s going around town…. So I’m sorry,”

At the end of the public hearing, Chapman, a former town clerk, said she treated everyone who came into the town office with respect and dignity.

“I feel that’s been lost in this town,” Chapman said. “After what I have observed attending selectmen’s meeting and budget meetings in the past few months, I am appalled at how some of the selectmen and town employees do not show respect to so many citizens who ask questions or do not agree with them on what is being discussed at these meetings.”

Chapman said selectmen and town officials forgot that taxpayers are the boss. She encouraged residents to make their voices heard at the polls.

“We left a lot of these meetings feeling like second-class citizens,” Chapman said. “You are representing the taxpayers and citizens and should vote as the majority of the people want, not what you personally want.”

Copies of the warrant are available at the town’s website, waldoboromaine.org, and in the annual report, which is now available at the town office and library.

Election Day is Tuesday, June 14 from 8 a.m. to 8 p.m. at the town office/fire station. Absentee ballots are available at the town office.

Some proposed department budgets include:

• Office of Town Manager, $94,575, down 3 percent

•Assessing Department, $77,521, up 0.2 percent

• Finance Department, $124,443, down 5 percent

• Office of Town Clerk, $46,282, down 8 percent

• Community Services Department, $49,927, down 2.8 percent

• Department of EMS, $481,595, up 1.3 percent

• Fire Department, $134,173, down 0.2 percent

• Police Department, $484,403, up 2 percent

• Planning and Development, $61,221, down 1.8 percent

• Road and Bridges, $546,896, up 3.8 percent

• Transfer Station, $202,436, down 7.9 percent

• Capital Improvement Program, $268,798, down 17 percent

How Social Media Has Changed Marketing Forever

PRLog (Press Release)
May 25, 2011 – We literally have friends around the world that we can connect with at any given time, the way we communicate has changed, and this has made way for some revolutionary changes in marketing.

The growth in brands’ use of social media has meant that the ‘brand personality’ has become far more literal. This is due to the people behind the brand being far more accessible as a person or people actually drive the one-to-one communication between a brand and their stakeholders, so in that way the customer-brand relationship has become much more prominent too.

It used to be that you could only communicate to thousands of people at a time via a TV or print ad, and although they tried to tailor the ad to a specific audience, it was never really that ‘specific’. With the growth of social media, ‘specific’ virtually has an entirely new meaning – you can be specific down to one individual person. Marketing now reaches that one Facebook user who asked a question on the Facebook page by means of a reply to that question. And that reply, by pure means of being visible to all others on the Facebook page, sends out a powerful marketing message itself.

And thus it appeals to that oldest and most trusted marketing tool, word of mouth. Someone once told me “…if someone has a positive experience with a brand, they will tell one person, but if they have a negative experience with a brand, they’ll tell ten.” Well in my opinion social media has amplified the sounding board for positive word of mouth, with Facebook ‘like’ buttons, thumbs up icons and similar all over every aspect of social media and largely an absence of opposing ‘dislike’ buttons and similar, I’d say social media has given people the opportunity to positively pass on the message of brands and companies.

Which leads into another powerful way in which social media has changed the marketing world – viral. As mentioned, sharing something with your friends/family/acquaintances/whoever has become as easy as clicking a ‘like’, ‘share’ or ‘re-tweet’ button; so if done properly, the social media community will spread your marketing for you, without the need for costly TV, print, direct or any other traditional marketing campaign.

Of course there is also the argument that there’s more than your fair share of anti-brand social media communities, Facebook pages and other social media groups out there too. Spreading negative messages has also become easier. But lets face it, it’s a lot easier to just to click the ‘like’ button than it is to type a negative comment or set up a full hate-group. (And let’s not forget that we can always monitor our social media presences and remove any negative feedback if needs be.)

Let’s not forget though, negative feedback can be good; listening to our audiences has long been an important part of the marketing process. It’s yet another way in which social media has changed marketing. Every day, millions of social media users across the globe are ‘liking’, ‘following’, commenting and posting reviews. The social media presence is multi-faceted in its value to marketers and has become an instant data source for market research; a testing ground for new product ideas, a virtual focus group that can be called upon at a moments notice, always ready with customers eager to give their opinions. And that’s just the basis, social media allows you to build on this, for example, Facebook has capabilities for questionnaires, polls and more. Social media has made it easier for us to better understand our customers’ wants and needs.

The list of ways in which Social media has changed marketing could go on and on and on, and what’s more, it’s still growing, developing and changing marketing in new and exciting ways. Social media is no longer just for companies with young trendy markets, social media’s appeal is far more wide reaching than that – my Grandma has a Facebook profile, my great uncle’s -1379284990  besotted by Twitter. If your marketing strategy doesn’t include social media, isn’t it about time that it did?

Get in touch with us at Clicky Media (http://www.clickymedia.co.uk) today and we can tailor make a perfect social media marketing (http://www.clickymedia.co.uk/social-media/) strategy for your business. Whether you’ve got a huge global market or a specific niche clientele, social media is perfect for your needs and can become the most effective part of your marketing strategy. Give us a call today on 0845 257 1225 – or alternatively, put social media to the test and get in touch via Twitter, LinkedIn or Facebook:

Source: Mashable, Marketing Times, The Next Web, Facebook, LinkedIn, Twitter.

Skype CEO has no qualms about company’s merger history

SAN JOSE, Calif. – Tony Bates has had an eventful seven months as Skype’s new CEO.

The company has consolidated its local offices to Palo Alto, Calif., announced plans to hire hundreds of new workers, added a video calling feature to its iPhone and Android applications and acquired a competitor, all while preparing for a planned public offering. To cap it off, the Internet calling company announced earlier this month that instead of going public, it had agreed to be acquired by Microsoft Corp. for a whopping $8.6 billion in cash.

As part of the merger, which still has to be approved by regulators, Bates, a former Cisco Systems executive, will become president of Microsoft’s new Skype division and report directly to CEO Steve Ballmer. Bates will be charged with growing Skype’s business and will help oversee efforts to connect Skype with Microsoft’s other products.

That could prove a big challenge. eBay, which previously owned Skype, famously failed in its efforts to integrate the company into its auction business. Meanwhile, few Skype users actually pay to use its services – and many may resist doing so.

In an interview, Bates talked about why the Microsoft deal makes sense, why things will work better with this acquisition and how the company plans to diversify its revenue. The interview was edited for length and clarity.

QUESTION: Prior to getting this unsolicited bid from Microsoft, Skype was planning on going public. Why did Skype agree to the deal instead?

ANSWER: The thing that made it exciting for Skype was a shared view of the way we see communications evolving. If you think about Skype’s value proposition, it’s been around making it easy and seamless to communicate, both with audio and then video from the desktop to, more recently, mobile. Also to the living room. And if you look at the Microsoft strategy, there’s a lot of similarities. Not just to be a calling capability, but much more than that.

When they made the commitment to allow us to continue to support multiple devices, Microsoft and non-Microsoft, it felt right, and the board was behind it, and we went for it.

Q: Given that Microsoft is paying 10 times more than Skype’s annual revenue, wasn’t this basically a “Godfather” deal, one that you couldn’t refuse?

A: Everything’s a balance in life. It was a great offer. But from my perspective, that was secondary to the broader mission, which is becoming a global communications services provider that can hit a billion people. This just helped us accelerate that.

Q: Why will this deal work better than when eBay acquired Skype?

A: It’s hard for me to comment why the eBay deal didn’t work, because I wasn’t part of the company. When I think about why it will be a success: One is we really think about things in the same way. We also come from a heritage of starting on the Windows platform, so there’s a technology alignment.

The second piece of it is the approach that we are a division reporting directly to the CEO. That was never done before. It’s not just about the organization; it’s sort of a statement of strategic intent and strategic alignment.

And then, just for me, they’re focused in many ways on bringing tools and software capabilities to businesses and consumers, as we are. And so I just feel that, from that perspective, there’s just a very strong alignment.

I’m sure there was a lot of focus last time. This one feels like it’s very focused on being part of the company with a set of strategic parameters that play to the strengths of Skype.

Q: Only about 1 percent of your total registered users actually pay to use Skype, while about 86 percent of your revenue comes from your SkypeOut calling service. How does Microsoft help you to diversify that revenue base?

A: We haven’t monetized a large amount of our highly engaged base. We have more than 170 million users every month. But we also have a heavy amount of engagement; the average is more than 100 minutes per user per month. So that opens up a door toward an advertising business model.

We have started that. It shows up in our PC client today. But we need some innovation to that ad model – not just doing display ads, but also thinking about interactive multimedia ads (and) ads that could be in-call. We really believe that there is a model for that, particularly in the audio in-call model.

Microsoft has a lot of experience on the enterprise side. So that would be an area we can extend to. But they also have a strong ad sales force. They were actually one of the most innovative display-ad companies early on through their Messenger platform. They bring a lot of experiences as we start to experiment and try new ad formats.

Q: How much more pressure will there be on you as the head of the Skype division to accelerate the development of new revenue sources, given how much money Microsoft is paying for Skype and its need for a decent a return on its investment for shareholders?

A: I actually think it’s no difference. That same pressure was there if we were independent, maybe more so, because at the end of the day, we would be talking to a broader shareholder base as well. So I see no difference.

We’ve got to grow our base. We’ve got to keep our users engaged. And then monetize accordingly, so we can continue to reinvest and innovate at a pace that our user community wants.

FIVE THINGS ABOUT TONY BATES:

1. Was part of the team that transferred the National Science Foundation’s data network to commercial Internet service providers, a key move in the commercialization of the Internet.

2. Helped build some of the biggest routers ever. Every time Internet users access the network, their data almost certainly travels through them.

3. Served on the board of directors of YouTube before it was acquired by Google.

4. Has four sons.

5. Grandfather worked as a copy editor for the U.K.’s Daily Mirror newspaper.