New Media: The Problem is Monetization, The Solution is $50.00+ eCPM, Part 2, PPT

Link to Part 1
Link to Part 2

Sharpen the Blog Focus of the New Economics of Advertising

After 60 days, 200 pages, and thousands of clips, it’s time to sharpen the focus of this blog.

Quantity and Shifts of Internet Demand

• Shift of mindshare from email, news, and possibly search to social networks and possibly social media – this is worth watching. Is lean forward viewing being displaced by lean back participation?
• A measure of the global growth. Google reports 31% USA search growth. This is usage growth; not user growth. What about emerging countries like China and India where Google is blind with their minority share? Alexa levers savvy users – thus, understates growth in developing nations. comScore and Neilsen don’t have visibility on emerging markets.
• The Apple iPhone kills WAP and brings the billion cell phone users to the full page web. That’s the promise. How do we get there?

Quantity and Shifts in Internet Supply via IChannels

• Open platforms from Facebook, Google, Apple, Salesforce.com, and dozens of iMedia giants spawn a new renaissance of creativity. Millions of active bloggers, video producers, and photographers; 100+ million who have tried; hundreds of millions of daily social network users – are these numbers just the beginning of growth to hundreds of millions of active participants? Can millions of developers provide the glue and implicit web to enable more innovation. 
• Legacy CMS systems for building the 60 million web and commerce sites have been displaced. Why bother when modern tools are better, easier, and often free?

Supply and Demand for Online Advertising

• Will the adNet market fragment or consolidate? CPC and CPM may consolidate to one market, but will legacy media cooperate?
• Is there any difference between an exchange and marketplace? Why do the adNets like to argue?
• What are the real trends for advertising?

Conclusion

We must support Long Tail economics to sustain the renaissance. eCPMs are too low. If web 2.0 is to avoid the web 1.0 bubble, online participants (and investors) need to be rewarded for their creativity and hard work. How?

HOW-TO: How I Use Blogger

Blogging provides unlimited sheets of paper. Here is how I use Blogger to collect my ideas.

News, Stats, Forums

News show snips of relevant content. Multiple related snippets offer reading convenience. I use copy and paste to collect snips. You can also use Yahoo Bookmarks and social media sites like Del.icio.us, Digg, Mixx, Technorati, etc… to select favorite articles. Hint: the keyword/labels/topics feature sorts articles for your intended future analysis.

Stats provide the data for economic analysis.

Forums attempt to centralize user feedback. It’s not working well since readers can post comments anywhere. 

How-To and Analysis Posts

The how-to posts delve deep into an application for sharing with the community.

Analysis identify industry and company trends – with links to the news, stats, and forum posts.

FYI
-Dash Chang

Requests to Remove Pictures, Clips

This blog clips text and pictures from other sites, and organizes clips into relevant conversational threads. Links to the original articles and pictures are maintained, in the spirit of referenced works on the Internet.

If you feel that your content should not be included on this blog, please leave a comment on that post. Your content will be immediately removed. 

The New Internet Roles with Social Media

Unlike mass media, users take proactive roles on the Internet. Here are the emerging roles.
Creators

Creators are entrepreneurs, writers, academics, programmers, webmasters, animators, photographers, cartoonists, videotographers, and musicians who create and use the Internet to distribute their works. Over 100 million use blogs like Blogger, FlickR, TypePad, or WordPress to post photos and writings. Huge numbers post videos on Youtube and other sites.

Most work alone. They do their own research online or offline; and post what they learned. They have hundreds of friends, but typically not the numbers of a pHub.

pHubs – personal hubs

The pHub specializes in social engagement gathering thousands of friends at social networks like MySpace, Facebook, Bebo, Mixi, and LinkedIn. They are most likely to review, rate, comment, bookmark, subscribe to, forward, and post the works of favorite creators to share with friends.

Publicists, recruiters, consultants, investors, and business development personnel are most likely to become pHubs. They are the most enthusiastic from among the 300 million and growing social network users.

gHubs – global hubs

gHubs create content and engage users globally in discussion. They source information from creators, consolidate related information, publish for global view, and listen to user conversation to guide their forward publishing. Their audience can be millions.

Large technology bloggers, like Engadget, Gizmodo, ReadWriteWeb, SlashDot, TechDirt, TechCrunch, ZDNet, and others have become gHubs. Legacy publishers like Internet.com, Infoworld, and others have faded into obscurity.

Consumers

Consumers rarely search to learn. They rely on pHub friends and gHubs to learn about interesting news, trends, groups, politics, games, widgets, products to buy, and other activities. They click to join, use, buy, or read more.

The average consumer calls a friend for help – rather than solving problems themselves. Social networking makes it easy to identify the friend who would know the answer, perhaps with a quick poke or wall post.

Questions

Will social networks limit search to the creator community? Has mass media been displaced by social media with millions of circles of friends?

Should legacy gHubs use services like Ning to create their own social networks? Or take anchor roles in existing networks? Will the growth of pHubs threaten gHubs?

Who are you in this new world? Who do you want to become?

(c) Dash Chang, 2008