Radio Revolution: Pandora’s Box of Musical Delights

Pandora Internet RadioPandora® Internet radio is one of the more interesting concepts to hit the web. Built on a powerful music recommendation engine known as the Music Genome Project®, it enables a listener to hear streaming music selections chosen on the basis of the musical styles of their favorite bands, performers or songwriters.

If you enjoy the jazz piano style of Marian McPartland, for example, Pandora will stream performances in a similar vein – such as the songs of Beegie Adair and Joe Bushkin. And you can create numerous personalized channels (also called “custom radio stations”) focusing on different styles of music to suit whatever mood or occasion you wish.

It’s an approach to listening remindful of Tom Hanks’ famous quote about that box of chocolates in the movie Forrest Gump: “You never know what you’re going to get.”

… Except with Pandora, you do “kinda-sorta” know what you’re going to get. I’ve been a Pandora listener for over a year now, and I’ve been introduced to musical artists I didn’t know before and probably wouldn’t have stumbled upon otherwise … and I’m the richer for it.

Pandora may be an Internet star today, but it sure didn’t start out that way. The brainchild of Tim Westergren, Pandora labored under difficult circumstances for the better part of a decade. The Music Genome Project took years to build and calibrate, during which time Pandora’s yeomen developers were obliged to work for large stretches at a time without pay.

Also, as with many Internet sites, figuring out an effective business model was challenging — and a barrier to obtaining funding.

Then in 2007, just as Pandora seemed on the verge of breaking out, an action by the Copyright Royalty Board raised Internet radio royalty fees to prohibitive heights, resulting in a court action that was finally settled in July 2009 in a compromise ruling.

Through it all, Pandora managed to survive, and now is close to having 60 million registered users. The Internet site is attracting sufficient advertising dollars to bring in profitable quarters. Revenues topped $50 million in 2009 (~60% goes to paying music royalties), and revenues are on track to double this year.

Always innovating, Pandora is now expanding into TV sets and automobiles as well, although the majority of activity currently comes from computers and a significant minority from mobile phones.

Long-term, Pandora believes the biggest potential rests in automotive. Consider this: Once listeners realize they can simply skip over a song on Pandora they don’t like, it should change forever the way people interact with radio.

Your life online: You can run, but you can’t hide.

Vetting Job Candidates OnlineRecently, a Microsoft-commmissioned survey conducted by Cross-Tab Marketing Services discovered that fewer than 10% of U.S. consumers believe information found online about them would have a negative impact on their ability to get a job.

How clueless. That same survey also queried ~1,200 recruiters and human resources personnel. It found that these professionals are highly likely to research the online profile and online activities of job candidates as part of their vetting and winnowing process.

Fully 70% of them reported that they’ve rejected candidates based on what they found.

Going further, the HR survey found that the majority of companies have made online screening a formal part of the hiring process, and the expectation is that online vetting will become even more important in the years ahead.

Fortunately, it’s not just negative information that counts, because ~85% of the HR respondents reported that discovering a positive online presence influences their hiring decisions at least to some degree … and the stronger and more relevant to the candidate’s prospective job responsibilities, the better.

When asked to comment on what types of online information was “appropriate” for companies to assess, consumer respondents’ views were at sharp odds with the HR professionals:

Viewing photo and video sharing sites: ~44% of consumers feel these are inappropriate to consider … yet ~60% of recruiters and HR professionals are busy checking them.

Looking at social networking sites like Facebook: ~43% of consumers (and ~56% of younger consumers under the age of 25) feel that these should be off-limits … but ~63% of the HR folks review them.

 Consumers are even more critical of HR personnel reviewing sites such as online gaming, classified ad sites like Craigslist, and “virtual worlds” … yet more than 25% of HR professionals are snooping around those types of sites as well.

And let’s not forget the search engines. Not only do many individuals “Google” their name to see what’s out there on them in Cyberspace, HR personnel do it as well. In fact, that’s the most prevalent online investigative tool – done by nearly 80% of the HR professionals who participated in the Microsoft survey.

Why are job candidates rejected? It’s for the expected reasons, including:

 Concerns about a candidate’s lifestyle (~58%)
 Inappropriate comments and text written by the candidate (~56%)
 Unsuitable photos, video and information (~55%)
 Inappropriate comments or text written by friends and relatives (~43%)
 Comments criticizing previous employers, co-workers or clients (~40%)

There’s nothing really new about this list – people have been passed over for jobs for reasons like these since way back before computers and the Internet. But today, it’s all out there – in plain view and just a few quick keystrokes away. That’s a huge difference.

And there’s one other important thing to remember: the stuff tends to live out there in cyberspace for a long, long time, and attempts to squelch unflattering information are usually fruitless.

Microsoft’s “next of Kin”? None, evidently.

Microsoft Kin logoPeople say that today’s digital world has dramatically shortened the business and product development cycle. But even so, the amount of time it took for Microsoft to pull its Kin social phone off the market – a mere six weeks after its launch – has to be a record, or close to one.

For those who missed this eye-blink of a product introduction, the Kin was supposed to be a major component in Microsoft’s efforts to become a player in the mobile market, in response to the success of Apple’s iPod and iPhone, as well as a variety of new smartphones that are powered by Google’s Android software.

The New York Times has reported that this latest development “is the latest sign of disarray for Microsoft’s recently reorganized consumer products unit.”

Amazingly, for a product that was in development for several years and reportedly represented a resource investment of well over $1 million, Microsoft sold only a relative handful of units during the Kin’s star-crossed six-week introduction. Reports of sales volume vary – from a few thousand units on the upper end to as few as 500 on the low end. Either way, it’s a stunning defeat for a company that up until a short time ago, seemed well on its way to being an important player in the field.

What was Kin’s problem? In a nutshell, consumers didn’t like the product nor the way it was being sold. Verizon, Microsoft’s service provider partner, priced Kin service agreements like a smartphone – at ~$70 per month when combined with the mandated voice plans. But many people felt that the platform was mediocre and didn’t possess anything near the functionality of a smartphone. “A feature phone, not a smartphone,” was the common complaint.

Some people are wondering if there’s a bigger story afoot: whether or not Microsoft is still committed to its Windows Phone 7 platform. It’s fallen so far behind iPhone and Android, what are its chances of success now?

And that’s not all the bad news for Microsoft on the consumer side of the business. Gizmodo is reporting that Microsoft has also cancelled a project to develop its Courier tablet computer that would have competed with the iPad.

This is just the latest in a string of Microsoft consumer initiatives that have basically fallen flat – Money, Encarta, and now the Kin and Courier.

Once, Microsoft would have hung in there for the long haul. It doesn’t seem so today.

Multimedia Centers: Migrating From the Family Room to the Garage

Automobile multimedia centersConverseon’s Craig Daitch, writing in Advertising Age magazine, is claiming that Ford Motor could be the next media company.

What does that mean?

It means this: Today, the most well-equipped media centers may well be the ones found in your car. What’s being featured in car showrooms are vehicles that contain everything from portals for laptops to smartphone-enabled screens … satellite-enabled geo-positioning systems … high-definition and/or satellite radio … even televisions.

The reality is, the home is no longer the exclusive domain of all of these collective media. The automobile is a multimedia hub as well, which means that any medium that was once reserved for in-home consumption can now be experienced in cars – on the go.

What are the implications for marketers? For one thing, merchants are now closer than ever to closing the gap between in-store and out-of-store marketing. Now, marketing messages can travel along with the target audience … right into the store parking lot. Messages reach their targets that much more effectively when cars are taking them directly to the point of purchase.

Sure, outdoor billboards and broadcast radio have played a role similar to this in the past, but never to the same degree as delivering an electronic coupon or alerting the consumer based on locational tracking.

Up to now, mobile media were limited to devices such as cellphones that could be unplugged and personally ported by users to different locations. Going forward, it’s the plugs that are mobile … and essentially any medium is now a mobile medium when it resides in a car.

It’s an intriguing twist that has vast implications on tactical marketing as we look to the future.

Internet privacy legislation: What are the implications?

Internet privacyThe issue of online privacy – the degree to which publishers are allowed to capture and use information derived from consumer online behavior – has been an undercurrent of concern since the very early days of the Internet. What is the right balance that allows the web to be used for marketing and commerce … but that also allows for an acceptable degree of consumer privacy?

The privacy issue has gathered steam in recent years. Today, proposed legislation affecting EU countries would dictate that web cookies (snippets of computer code) cannot be placed on a user’s computer unless it is strictly necessary for the purposes of enabling the use of a service explicitly requested by the user.

If such legislation is enacted, the implications for web publishers would be far-reaching. After all, cookies are currently used for many purposes, including web analytics, session management, content management, personalization, managing preferences, and calculating advertising revenues.

Cookies are the means by which all of these functions give the web its commercial foundation and functionality. Without them, the web would be little more than another broadcast medium for viewing non-customized information on a computer screen instead of on paper or on a TV screen.

And now those same privacy discussions are beginning to happen among U.S. lawmakers. Legislation is being crafted in Congress that may restrict the use of cookies along with other forms of “personally identifiable” information.

Is this a good development, or not?

It’s certainly true that some unscrupulous web sites and publishers have used cookies as a means to engage in nefarious behavior. But in an attempt to eliminate those exceptions, is it wise for legislation to wipe away all of the very real benefits web users derive from services that utilize cookies as the means to deliver them?

It’s pretty clear that one of the obvious impacts privacy legislation would have is on publishers who earn revenues from advertising. The inability to utilize cookies when serving online ads would affect the way the ads perform. Without cookies, ad servers are unable to perform the most basic functions such as fraud analysis and frequency capping (limiting the number of ads shown to a viewer).

In addition, publishers would lose the ability to measure “conversion” rates – tracking specific actions tied to ad revenue calculation such as downloading a white paper or to make a purchase – that is the foundation for many ad compensation packages. Or to serve a specific ad to someone who has expressed prior interest in a topic or product.

The data that these and other cookie-enabled actions provide is the basis of most online advertising programs. Without cookies, advertisers would have to purchase far more impressions served to swaths of people who may or may not be interested. Web analytics would also become more challenging; third-party services such as Web Trends and Google Analytics tap into cookies as a way to provide information and answers.

The claim that without legislation, people don’t have ways to limit the proliferation of cookies on their computers is just not accurate. Not only do many publishers provide ways for consumers to opt out of targeting techniques, surveys show that a significant proportion of Internet users — perhaps one third — routinely delete cookies from their computers. And ~10% have them permanently blocked.

It’s good for lawmakers to be looking at the privacy implications of the Internet. After all, the web continues to evolve at a quick pace, with new functionalities coming to the fore every day that may have implications on consumer privacy. But at the same time, it’s important to really think through the full ramifications of laws that, while well intentioned, would have negative consequences on everyone if enacted.

Smartphones surge … and phone apps follow right behind.

Smartphones surge in the marketplace ... phone apps right behind them.Media survey firm Nielsen is reporting that as of the end of 2009, about one in five wireless subscribers in the U.S. owned a smartphone. That’s up significantly from the ~14% who owned them at the end of 2008, and adoption is only expected to accelerate in the coming months.

So what’s going on with phone apps, now that a larger chunk of the population is able to download and use them? Nielsen is seeing about 15% of mobile subscribers downloading at least one app in a 30-day period.

Perhaps not surprisingly, those who own iPhones are more apt to download apps compared to people who own Android phones, Palms or BlackBerrys. Far more apps have been developed for the iPhone, although Android is feverishly trying to catch up.

Which apps are most popular? It goes without saying that games – free and paid – are quite popular. But the four most popular apps are Facebook, Google Maps, the Weather Channel and Pandora.

And where are the news apps in all this? Not even on the radar screen, it turns out.

… Seems people are getting more than enough news blasted out to them 24/7/365 without needing to sign up for a special app to deliver more of it — thank you very much.

What’s the very latest on e-mail open rates?

Here’s an interesting factoid to consider: there were an average of 247 billion e-mail messages deployed each day during 2009.

With the plethora of commercial e-mail communications – accompanied by groaning inboxes and all – it’s only natural to wonder if what’s happening to the ones you send correlates to the experience of others.

The Direct Marketing Association helps answer that question with the results of a survey it just completed. The DMA’s 2010 Response Rate Trend Report, conducted with ~475 respondents in March and April, is the group’s seventh annual survey. It found that average open rate for e-mails sent to a company’s “house” e-mail database list is just under 20%, while the clickthrough rate from the e-mail to a web landing page is ~6.5%.

And the average “conversion” rate – taking whatever additional action is desired – is ~1.7%.

[Those figures are for “home-grown” e-mail databases. The percentages would be lower when working with outside/purchased lists.]

How does e-mail performance compare to response rates encountered in direct mail marketing pieces? The DMA research studied that, too. These days, direct mail response rates are running about 3.5% for house lists … but less than half of that (~1.4%) for outside prospect lists.

Commenting on the survey findings, Yuri Wurmser, the DMA’s research manager, said, “Traditional channels are holding their own in terms of response, but it is a multi-channel market out there where everyone is using a lot of different channels,”

Amen to that.

The DMA survey also found – not surprisingly – that while response rates for B-to-B campaigns tend to be higher than consumer campaigns, e-mail tactics are used less often for direct sales compared to postal mail. Which goes to show that despite their added costs and longer lead times, traditional direct mail marketing techniques still have a role to play in the marketing mix.

And what about telemarketing? The DMA survey reveals that outbound telemarketing to prospects provides the highest response rates — around 6% — but also the highest cost-per-lead at more than $300.

A full report is available for a fee from the DMA, and can be ordered here.

Social Media: The Newest Addiction?

Social media:  The latest addiction?With the burgeoning popularity of social media tools such as Facebook and Twitter, some observers are beginning to wonder if a new type of addiction is now in our midst.

So-called “Internet addiction disorder” came to the fore in the late 1990s and early 2000s, with social scientists contending that some people were neglecting their interpersonal relationships, and instead were spending hours of time online every day.

Of course, since social media is about interrelationships, perhaps likening it to the solitary pursuit of web surfing might not be an apt comparison. But a recent study demonstrates that social media, too, appears to have addictive aspects.

The online consumer electronics shopping and review site Retrevo commissioned an independent study of more than 1,000 U.S. consumers distributed across age, income, gender and geography. Guess what? The study revealed that many people appear to be obsessed with their social media circles all throughout the day … and also checking in throughout night.

About half of the respondents reported that they check Facebook or Twitter feeds just before going to bed, during the night, or as soon as they wake up. Nearly one in five admitted checking in with these sites “any time I wake up” during the night.

It’s not a huge surprise to learn that owners of iPhones are more involved with social media; they use Facebook and Twitter more often and in more places.

Moreover, nearly one in five respondents actually view these two social sites as their most important sources for the news they consume, rather than Internet news sites, TV/cable programming, the radio or the daily newspaper.

As a truer measure of “addiction,” the study’s respondents were asked to estimate how long they could go without checking in on Facebook and Twitter. While about four in ten reported they could avoid checking in over “a long time,” a similar percentage indicated they could not make it any longer than five or six hours at a stretch without checking in on these sites. (The balance felt they would need to check in at least once a day.)

And how about tolerating electronic messages that interrupt their activities? Half of respondents under the age of 25 in the Retrevo study didn’t mind being interrupted during a meal. One-fourth don’t mind the interruption happening on the job or during a meeting. And a die-hard 10% don’t even mind an interruption during – you guessed it – lovemaking.

As for how respondents over age 25 answered these same questions, they’re only about half as tolerant, so it’s easy to see how the propensity for social media addiction might manifest itself more with the younger set.

Since the online social media revolution is a relatively new phenomenon, one might wonder if the attraction of social media bordering on addiction is just a passing fad in part because of its novelty.

That might be true. But it’s difficult to see exactly how behaviors and attitudes will change dramatically over time. After all, television viewing was extremely high when TVs first came out … and those numbers stayed high for decades thereafter. Social scientists started making rumbles about the phenomenon of TV addiction early on … leading some people to refer to television sets as the “idiot box” or “boob tube.”

And actually, with social media the temptation for “total immersion” is even stronger. After all, the TV viewing public was forced to watch whatever programming went out over the airwaves. But in social media, the content is whatever the participants choose it to be – and it’s interactive to boot.

Computer security measures: A whole lot of heat … and very little light?

Cyber-security ... how effective is it in relation to the all the effort?If you’re like me, you have upwards of two dozen sets of user names and passwords associated with the various business, banking, shopping and social media sites with which you interact on a regular or occasional basis.

Trying to keep all of this information safe and secure – yet close at hand – is easier said than done. More often than not, passwords and other information end up on bits of paper floating around the office, in a wallet … or in (and out of) your head.

And to make things even more difficult, if you paid attention to conventional advice, you’d be changing those passwords every 30 or 60 days, making sure you’re following the guidelines regarding creating indecipherable permutations of numbers, letters and symbols so as to throw the “bad guys” off your password’s scent.

Now, here comes a paper written by Dr. Cormac Herley, principal research analyst at Microsoft Corporation, that calls into question how much all of this focus on password protection and cyber-security is really benefiting anyone.

Dr. Herley’s paper is titled So Long, and No Thanks for the Externalities: The Rational Rejection of Security Advice by Users. In it, the author contends that the collective time and effort involved in complying with all of the directives and admonitions regarding computer security add up to far more cost than the cost of what is actually caused by cyber-security breaches.

[For the record, he estimates if the time spent by American adults on these tasks averages a minute a day, it adds up to ~$16 billion worth of time every year.]

Here’s a quote from Herley’s paper:

“We argue that users’ rejection of the security advice they receive is entirely rational from an economic perspective. The advice offers to shield them from the direct costs of attacks, but burdens them with far greater indirect costs in the form of effort. Looking at various examples of security advice, we find that the advice is complex and growing, but the benefit is largely speculative or moot.”

It would be one thing if this screed was written by some outré blogger operating on the fringes of the discipline. But it’s coming from a senior researcher at Microsoft.

To illustrate his point, Herley summarizes the whole area of password rules, which he contends places the entire burden of password management on the user. To wit:

 Length of password
 Password composition (e.g., letters, numbers, special characters)
 Non-dictionary words (in any language, not just English)
 Don’t write the password down
 Don’t share the password with anyone
 Change it often
 Don’t re-use the same passwords across sites

How much value each of these guidelines possesses is a matter of debate. For instance, the first three factors listed above are not consequential, as most applications and web sites lock out access after three or four incorrect tries.

Changing passwords often – whether that’s quarterly, monthly or weekly – is never often enough, as any attack using a purloined password will likely happen within a few seconds, minutes or hours of its acquisition, rather than waiting days. On the other hand, for users to change their passwords regularly requires time and attention … and often leads to frustration and lost productivity as people hunt around for the “last, best” misplaced password they assigned to their account.

And as for those irritating certificate error warnings that pop up on the computer screen with regularity, Herley contends that most users do not understand their significance. And even if they did, what options do people have when confronted with one of these warnings, other than exiting the program?

As it turns out, there’s not much to fear, as virtually all certificate errors are “false positives.” With certificates as well as so many other issues of cyber-security, Herley maintains that the dangers are often not evidenced-based. As for the computer users, “The effort we ask of them is real, while the harm we warn them of is theoretical,” he writes.

Herley’s main beef is that all of the energy surrounding cyber-security and what is asked of consumers is a cost borne by the entire population … but that the cost of security directives should actually be in proportion to the victimization rate, which he characterizes as miniscule.

An interesting prognosis … and a rather surprising one considering the source.

Stanford Weighs In on Web Credibility

Web credibility.With more than 200 million web sites in cyberspace these days, what makes the difference between the good ones and bad ones? That’s what Stanford University has sought to find out through a multi-year research project.

The Stanford Persuasive Technology Lab conducted research with a cross-section of more than 4,500 web consumers over a three-year period. Distilling the mountain of information gleaned from this sample, the Lab issued its Stanford Guidelines for Web Credibility. It boils the research findings down to ten basic guidelines that, if followed, mean that a web site will be viewed as credible and authoritative.

In reviewing the Stanford guidelines, some of them stand out to me as ones that are too often missed by web developers. In particular:

Show there’s a “legitimate” organization behind the web site. Listing a physical address – not a P.O. Box – is one way to do this.

Make it easy to verify the accuracy of information. Third-party citations and data references, along with links to other respected web sites, are ways to accomplish this.

Make sure the site is “intuitive” and easy to navigate. People’s tolerance level for a web site that doesn’t follow a clear, logical thought path is low.

Update site content often. People put less credibility in sites that look like they’re informationally static or stale.

And especially important: Stanford’s research found that content errors should be fixed, no matter how inconsequential they might seem. It turns out that broken links, bad spelling, poor punctuation and other typos negatively affect the credibility of web sites more strongly than many other factors — and yet they’re among the easiest items to fix.

When you look at the overall web credibility guidelines from Stanford, they aren’t particularly challenging – and they shouldn’t be hard to put into practice.

But when you consider how lame many web sites actually are, it’s another reminder of how – in web design as in so much else in business and government – “best practices” too often fall victim to expediency or just plain slipshod execution.