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Two-Thirds of Digital Content Readers Don’t Care About Website Reader Comments | Mobile Marketing Watch

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Some of the most vile, disgusting, and utterly nasty comments ever uttered by human beings somehow find a home in the message boards of our favorite websites.

As it turns out, if you don’t have anything nice to say… then you should probably join others in the same boat and begin commenting beneath the articles on you read online.

Fortunately, however, it appears a growing number of online readers are beginning to totally ignore these venom-filled comments.

“I’ve often wondered about the value of website comments, which all-too-often are an ill-informed, venomous echo chamber populated by the same handful of trolls,” Matt Carmichael of AdAge writes.

According to the findings of this month’s Ad Age/Ipsos Observer American Consumer Survey, reader comments posted online are beginning to lose general reader interest.

Nearly two thirds of site visitors are now “uninterested in having comments, photos and videos” mixed in with the news content from the staff reporters and editors of their chosen online publications. Translation: message board trolls and your run-of-the-mill verbal attack artists are driving away readers in droves.

Six in ten readers almost always find the nature of reader comments offensive, and “roughly the same number feel that publishers should do more to monitor the comments on the site.”

via Two-Thirds of Digital Content Readers Don’t Care About Website Reader Comments | Mobile Marketing Watch.

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Written by Kees Winkel

August 20, 2011 at 15:11

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Content, navigation key to luxury Web site design: Pod1

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By Kayla Hutzler via Luxury Daily


August 1, 2011
Honora’s recently-launched Web site
Honora pearls' recently-launched Web site 

The Internet is a crucial touch point for luxury brands as more consumers are shopping online than ever before, but many luxury brands have been slow to adapt.

A recent study from eMarketer found that 72.6 percent of Internet users will buy a product online in 2011. As the amount of branded Web sites continues to increase, brands must have an intriguing and compelling Web site to attract consumers.

“First of all, it is now critical and not an option these days to ensure that a Web site looks good,” said Fadi Shuman, cofounder of Pod1, London.

“Now the sites we are developing are a brand’s global flagship in terms of the revenue they are creating,” he said. “[The sites] are quickly becoming the biggest revenue-driving shop.

“The design part of [a site] is even more important for luxury brands because it is important to ensure a balance between design and practicality.”

Pod1 is a creative digital and web design agency that has worked with Harrods, Net-a-Porter, John Varvatos, Honora Pearls, Movado and Mulberry.

Stickipedia

Luxury brands must remember that practicality is key when designing a Web site.

Many brands get caught up in creating videos and Flash sites, but sometimes the download speed and the time it takes to actually get to a product page turns consumers off, per Mr. Shuman.

A luxury brand needs to ensure that its Web site looks professional while also serving the needs of its customers.

For example, people who have shopped on the site before and know the brand want to get to the products in the quickest route possible.

These people also appreciate suggestions as to what else they might like based on their previous purchases, most likely because it helps consumers save time rather than browsing through the site.

John Varvatos has easy-to-navigate product pagesJohn Varvatos has easy-to-navigate product pages

Aspirational consumers enjoy the videos and behind-the-scenes looks, but they do not usually purchase anything from the site.

Therefore, sticky content is still an important feature, but it cannot interfere with usability and practicality, per Mr. Shuman.

“When we work with luxury brands, we have found that what works best is keeping the site simple but high-impact by using campaign assets and photoshoot images,” Mr. Shuman said.

“This gives the consumer an immediate feeling of where  they are and what brand they are in and it gives a nice entryway into the Web site,” he said.

Check it out

Many brands have recently redesigned their Web sites or ecommerce sections.

For example, Balenciaga is targeting fashion-savvy, social media-adept shoppers with its newly-redesigned, blog-like Web site (see story).

In addition, Nars Cosmetics revamped its digital strategy to ensure a more meaningful experience for luxury consumers by redesigning its ecommerce site and highlighting a new wardrobe feature (see story).

Nars cosmetics new Web site Nars cosmetics new Web site

There are a few best practice that brands should keep in mind when redesigning their Web sites.

Brands need to know who their consumers are and what they want to achieve, and then think about how can they help them achieve this, according to Mr. Shuman.

In terms of the ecommerce section, brands need to ensure that the product is the hero on the page.

Checkout pages should not be cluttered and brands should not force consumers to register or enter information that is not critical to the sale, per Mr. Shuman.

Lastly, a brand needs to have some sticky content in dedicated areas on the site that allows it to engage with the customer, whether it be an outfit builder, personalization factor or a blog.

Honora will soon let consumers design their own pearl accessoriesHonora will soon let consumers design their own pearl accessories

Blogs and editorial content also help the brand with search engine optimization.

Despite the impact that the Internet has on consumers’ everyday lives, not to mention the global reach of the Web, Mr. Shuman finds that luxury brands are still hesitant to adapt.

“Luxury brands are a little bit far behind when it comes to Web design,” Mr. Shuman said.

“They are taking an old-fashioned route into it and they aren’t investing into the site,” he said. ”They invest more into a full-page ad in Vogue than they would on a Web site.

“But I think that is starting to change and things are getting a little better.”

Final Take

Kayla Hutzler, editorial assistant on Luxury Daily, New York

Kayla Hutzler is an editorial assistant on Luxury Daily. Her beats are automotive, consumer electronics, consumer packaged goods, financial services, media/publishing, software and technology, telecommunications, travel and hospitality, real estate, retail and sports. Reach her at kayla@napean.com.

Written by Kees Winkel

August 1, 2011 at 15:12

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11 Ways to Find New Content for Your Social Strategy | Social Media Examiner

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Is your business running out of content ideas?

Content is the fuel for your social media rocket ship and the foundation of any solid presence in the social sphere. Your content cannot be everything to everyone; however, you can be relevant and provide value to your target market.

Generating compelling content that people want to consume can increase your website traffic and help you attract and retain a dedicated following. In order to produce quality content, you’re going to need a good source of raw material to continually draw upon.

Here are 11 proven tactics to help you never run out of content:

via 11 Ways to Find New Content for Your Social Strategy | Social Media Examiner.

The 7 Social Media Marketing Essentials for Brands – TNW Social Media

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Social media is changing in front of our eyes. It’s still a very new discipline but companies and brands are embracing it across the board in a number of ways. It can be easy to become distracted by all the new technologies and some people don’t know where to start or how to make a difference with their social media marketing.

With that in mind we wanted to create a list of seven key areas that we think all businesses and brands should be spending their time on. Yes the headings are broad and there are a hundred things you could be trying within each section but if you improved your company’s performance across these 7 areas you would start to see real tangible results. It can be easy to get caught up in all the hype and move from one platform to another trying to follow the trends but have a little focus, hone in on these clear goals and you will be in a far better place…

  1. Internal communications
  2. Branded Content
  3. Stunning Customer Service
  4. Ignore Facebook at your Peril
  5. Transparency
  6. Adapting to Technology and being Nimble
  7. Mobile, Mobile, Mobile

via The 7 Social Media Marketing Essentials for Brands – TNW Social Media.

Written by Kees Winkel

May 15, 2011 at 09:15

These are the types of apps Twitter thinks developers should be building – TNW Twitter

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Twitter‘s #devnest event in San Francisco is under way, and aside from the incredible stats revealed about the Twitter ecosystem, Twitter also mentions the types of apps developers should focus on, namely, Analytics, Content, Curation, Publishing, and Enterprise.

Back in March, Twitter’s Ryan Sarver made an announcement discouraging developers from building new Twitter clients. As it turned out, Twitter is just telling developers that the bigger story is building on the other facets of Twitter, rather than just becoming “yet another client”.

In today’s #devnest event, Twitter invites developers  to tap into these five areas of opportunities instead.

via These are the types of apps Twitter thinks developers should be building – TNW Twitter.

Written by Kees Winkel

May 14, 2011 at 08:32

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