I posted the answer below on LinkedIn in a thread called: Social Commerce the next big thing?.

ROI is always important, but I think the issue at this stage of the social commerce experience the difficulties is in identifying the ROI + vs -.

It’s straight forward to do the simple math of how much you took in vs how much you gave away, but there are other numbersthat need to factored in, but they may be tough to qualify.

Off the top of my head, so please add others:
Some positives:
1) After the buyer gets the $X of product for the $Y they spent, did they by more?
2) Did they come back again?
3) How about the publicity of being promoted to all the subscribers and then virally to the friends of the buyer

Some negatives:
1) Need to generate more margin to make up for discount
2) discounts bought by clients who would have paid full price anyway (make it sound like a ‘treat’ for them in the copy)
3) Does discount hurt the brand? Could it turn people into ‘waiters’? That wait until deals come out before they come back?

Related articles

• 89% of People Who Bought Groupon Movie Deal Would Not Have Seen The Movie Otherwise (socialtimes.com)
• Social Media and “Channel Marketing” (customerthink.com)

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NASCAR has started and I’m watching the Daytona 500 with the nearly 3-year-old -
“Daddy, Cheerios!
Look it’s, Target!
Hey, M & M’s!
Home Depot! Can we go Home Depot?”

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• Brian Keselowski picks up sponsor for Daytona 500 (seattletimes.nwsource.com)
• Knoxville’s Trevor Bayne wins Daytona 500 (knoxnews.com)

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The more I look at business cases related to whether an organization should consider moving their data center operations over to a managed services solution the more obvious it seems that it should be done. This is especially true for smaller businesses.

I’ll quickly recognize (and diffuse) the argument that some organizations have people on staff that can run their systems, and I don’t disagree.  However, what about making decisions going forward?  Is the current staff focused on just keeping current systems up and running to meet the current needs?  How about handling issues in the future to keep pace with growing tech requirements?  I am certain that the answers to these types of questions seldom consider issues that will be faced down the road, considering that so many teams are understaffed so maintaining current projects is enough to keep everyone busy.

I also used this article: Making the Case for Managed Services to think though other issues that need to be evaluated in the decision, such as hardware, new staff requirements and facilities.  It is also important to remember that costs are not just the people costs for keeping your systems online. 

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• More Thoughts on Failure of MSSPs in the Cloud (securecloudreview.com)

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One of the tricks of country music song writers that are out of fresh ideas is to write a song that does nothing, but drop proper names, such as people (Conway Twitty rhymes with so much), places (Cabo is a fav)  and things (happy hour).  You don’t even need to be a country music fan, and I’m sure you have a jukebox of bad music in your head right now.

Well, I’m going to test one of the worst offenders of this:  a song called Southern Voices that is sung by Tim McGraw and was written by  Bob DiPiero and Tom Douglas — to make sure the blame is spread fairly.   The opponent Zemanta and their semantic web publishing tool.  I’m afraid to paste in the lyrics, because this thing will explode. The song is nothing but a name dropping brain dump in the hope that somewhere ol’ Tim will be able to hit the right note with the music public to make you, yeah you, want to buy this drivel.

(Now, before some heads explode, please note that I am not condemning the names in the song, which range from Charlie Daniels to Jesus. I’m a big fan of these people. It’s the shameless use of their names that is bad.)

Ready… time to hit ctrl-v, and I’ll tag the names that Zemanta finds:

Hank Williams sang it

Number 3 drove it

Chuck Berry twanged it

Will Farmer wrote it

Aretha Franklin sold it

Dolly Parton graced it

Rosa Parks rode it

Scarlett O chased it

Smooth as the hickory wind

That blows from Memphis

Down to Appalachicola

It’s hi ya’ll did ya eat well

Come on in I’m

Sure glad to know ya

Don’t let this old goat cross

In this Almond Brothers t-shirt and throw ya

It’s cicadas making noise

With the southern voice

Hank Aaron smacked it

Michael Jordan dunked it

Pocahantas tracked it

Jack Daniels drunk it

Tom Petty rocked it

Dr. King paved it

Bear Bryant won it

Billy Graham saved it

Smooth as the hickory wind

That blows from Memphis

Down to Appalachicola

It’s hi ya’ll did ya eat well

Come on in I’m

Sure glad to know ya

Don’t let this old goat cross

In this Crimson Tide t-shirt and throw ya

It’s cicadas making noise

With the southern voice

Jesus is my friend

America is my home

Sweet iced tea and Jerry Lee

Daytona Beach

That’s what gets to me

I can feel it in my bones

Smooth as the hickory wind

That blows from Memphis

Down to Appalachicola

It’s hi ya’ll did ya eat well

Come on in child

I’m sure glad to know ya

Don’t let this old goat cross

In this Charlie Daniels t-shirt and throw ya

We’re just boys making noise

With the southern voice

Yeah, yeah, yeah, yeah

Southern Voice

I got a southern voice

A southern voice

Now, let it be said that I’m a big fan of Zemanta and their publishing tool is great for making the blogging process easier. However, Zemanta tried, but it was just overwhelmed by the country music hit formula. 10 of the 24 proper name references that I found as ‘in-text links’, but it did much better finding 20 of 24 pictures, and it offered a wide range of related articles to choose from.

To the Zemanta people and power users: If there is a way to request more in-text links, let me know and I’ll send it through again. This song should become the benchmark for all future improvements.

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• 1 reviews of “Southern Voice” – Tim McGraw (rateitall.com)
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Last night I attended a panel discussion on The Future of Hyperlocal City Guides that was part of the Future of Local Media Salon Series.

The panel participants had a opportunity to discuss their company and products, and also voice some opinions. The panelists were: James Tunik the CEO of Mapcidy; Dennis Crowley the Co-Founder of hot start-up Foursquare; Polly Lieberman, VP at Buzzd; and Brad Rosen the Founder of Prximity.

However this is where I thought there might have been a disconnect between the topic and the panel — I do not really see these companies as being hyperlocal. Sure they are local-based guides, and each offer their own ways to gather and display information about where you are right now, but they do not present the hyper-local qualities of our two NY entries, outside.in or Patch.

With that behind me, I have to say that Mapcidy may be the closest to a hyperlocal implementation based on Tunik’s description of the planned launch on September 10. The plan is to gather data as it is published and build a layer on top of a Google Maps API. Foursquare seems to be the most fun, and likely the best chance to deliver the ad dollars that are missing from this business. The issue there appears to be scalability, though to be fair this has always been an issue with rolling out local sites. Buzzd seems to be approaching this more from the mobile web side, which is in-line with Lieberman’s comment that the mobile apps business is nothing but a phase the mobile industry is going through. She thought that apps go back to the days that applications where distributed on CD-ROM and ran as a standalone executable. Soon enough the apps will be standardized to run using a mobile browser. In the words of Rosen, Prximity is looking to be our virtual concierge with the ability match events to our interests, location and free time. It’s certainly very early in their development, so let’s give them a chance to evolve, but you can test their beta.

The next step is to sign up for these applications and see how each delivers. I’ll follow-up down the road after I get some testing under my belt.

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A busy day around FIT for the the NY Tech Meetup scene thanks to New York Internet Week. Late in the afternoon the FIT Great Hall hosted 60 NY start-ups and at least 500 people (my estimate) for a showcase event. Attendees had free access to visit all the start-up tables for demos and questions.

From there the action moved into the Auditorium for the monthly Meetup gathering where the program was the standard 5 minutes to demo your product. It was a great a night for the demo teams. I can honestly say that I will try out each of these products, with the exception of the MakerBot. However, it was cool enough that I’ll share it with a brother-in-law who likes these robotic thingies.

Here are some links that you should check out:

– UpNext – If you are in the NYC area or a frequent visitor, you will want this great iPhone app that features a 3-D vision of the city, subway maps, and built in directory all by simple tapping on the map.
– Centrl – Another map-type app for iPhone and BB, but it focuses more on the social networking that pulls in feeds from all the major social platforms.
– Livestream / Procaster — High-quality live video from your lap-top is possible with these simple tools.
– Aviary – Think online Photoshop.
– MakerBot – It was hard for some of us to grasp what was being discussed here, but think of it as a desktop robot builder that grinds out mini objects. Check out the web site and you’ll see.
– NYSenate.gov – The new web site that will bring transparency to NY government. Cool I guess.
– Mahalo 2.0!
— Jason Calacanis showcased the new Mahalo and their plans for sharing the revenues with page owners.

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This had to rock, like rock rocks when it is totally rockin. According to some comments on YouTube, Ness stayed on stage for about 5 songs including Born to Run.

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Very compelling article in Ad Age today from Peter Hershberg at Reprise Media about search and social media called What Social Media Means for Search. On the upside, it adds to the observation that search and social media are coming together, and it also provides a good backgrounder for understanding the relationship. However, it does not offer any tactical side to take advantage of this activity.

Using his Search 3.0 label, Peter and I agree that the new feed-driven social world takes us beyond the “intent” shown by a user during their search engine experience and provides us direct insight to the “it is happening now” stage, such as the millions of daily tweets for “need coffee.”

We’ve heard the story forever from proponents of mobile advertising that they will be able to deliver a Dunkin’ Donuts (my coffee of choice) coupon when we walk past a store. Great in theory, but when does it reach the masses and will it work? My answer to when, is who knows. I’m sure it can happen now with the proliferation of location-based services, but is it better plan than monitoring social media feeds — I say no.

The mobile ad plan is not marketing to a person who has shown intent in this activity; they just happen to be walking by a Dunkin’ Donuts, so now you are hoping that you can change a user behavior as they pass by. However, monitoring a Twitter/Facebook feed will directly let you know who is going to get coffee, NOW! It is up to the marketeer to hit them directly with the coupon for the coffee or a complimentary donut. I guess the next question is when will Twitter or the Twitter apps we use start monitoring our Twitter feeds, or Facebook for that matter, to match ads to its updates.

Update: As I was posting this, I took a look back at the current Ad Age they have posted an article “Google Uses Twitter to Sell Ads.” So it looks like this idea is taking its first steps. This will evolve to feed-targeted networks, not the general Adsense network, because the higher “happening now” feed network will be drive higher CPC values.

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Nothing big today except for the expectations set by my forefathers that today I will drink an excessive amount of Guinness. Unfortunately to bystanders this is one (another) of those expectations that I never fulfill. Part of the enigma of being Tim McGuinness.

Maybe it’s the phoniness of the season. Yesterday I received an email promo from a big website addressed to “Timothy O’McGuinness”. Seriously, if you Google “Tim+Mc+Guinness,” the top result is a bar fight. Do we really have to add the “O’whatever” to Irish-up my name?

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I am all for the idea of making some money where it can be made, but there’s one area that irks me a little, and that is the licensing of a person’s name or likeness after their death.

Today’s Wall Street Journal, has a article about Bob Marley’s family working with Hilco Consumer Capital to use Bob Marley’s name and likeness. One of the first products on the list is a “Marley Lager, a Jamaican beer featuring the singer’s likeness.” This means sell your Red Stripe stock.

Now, the Marley family and a private equity firm that invests in retail brands are preparing a major push to license Mr. Marley’s likeness, trademarks and themes to apparel, food and even video games. Hilco Consumer Capital, which has compiled a stable of retail brands including Halston and Ellen Tracy, this month invested some $20 million for half of House of Marley LLC, a joint venture with the Marley family, according to people familiar with the matter.

I am not sure how Bob would treat this idea, but in case my family gets any ideas about licensing my image, I have set some ground rules for the products that I will allow. Here we go:

• Bowling Shoes — For the shoe fashionista who is comfortable to let others know their foot size.
• No-Tuck Shirts — The first cool guy that made wearing untucked shirts fashionable is a man that we should all envy, and I would like to think I can take that guy’s credit by attaching my name to this fashion trend.
• Instant Coffee Brandy — Who has time to mix a Down East Maine “Brandy”? I mean Coffee Brandy, milk and ice (optional) takes way too long to get right, so let’s just create a freeze dried version, with my name on the label, that packs the fun of alcohol and caffeine without filling us up.

What would you allow? Add it in the comments below.

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