Pepsi shuns Super Bowl – spends on the Net instead

Let the landslide begin!

Pepsi has just announced that it is pulling its multi-million dollar Super Bowl ad campaign in favor of a Net based strategy. This is big (and disturbing) news in traditional media circles. Pepsi has been a consistent advertiser over the past 23 years during the Super Bowl.

The fact that they are now choosing to spend their money on a Net based campaign would have to make other big companies question the value of their own traditional media strategies. It is likely that many others will follow suit.

Why are they doing this?

Simply because the “eyeballs” of their target demographic (18 to 35 year olds) have moved elsewhere – to places like Facebook. Twitter and other social media sites.

Besides, Pepsi can get much more “bang for its buck” by spreading its dollars over a longer term, online marketing strategy than with a single, big spend on a one-time event such as the Super Bowl.

Yep – watch out for a landslide.

But, just for old times sake, let’s take a look at one of the most famous Pepsi ads of all time.

Turn your speakers up to 11 and enjoy!

How do you make money from Social Media?

Social Media - Relationships Come First - Business Comes Later.

Relationships First - Business Comes Later.

How do you make money from social media? This is a question which I get asked continually.

The short answer is you don’t…well at least not directly. Social media is all about being just that – social. As soon as you try to overtly use it to push products down people’s throats you will fail.

However, social media is still very powerful for businesses. Let me give you an example.

As many of you would be aware, I have been involved in the golf industry for many years. I have a network of golf related websites that sell online training, golf training aids etc – these are my “money” sites.

I use a “two-step” social media strategy to promote these sites i.e to send traffic which converts to real dollars.

Step 1

I recently set up a Twitter account specifically aimed at the golf niche. You can view it here at TwitRGolfers. At the time of writing I have 6238 followers on Twitter. This will grow over time, but now starting to achieve some critical mass.

Step 2

I then link my Twitter account to my own dedicated social media network in the golfing niche. I have used a product called Ning to set up my own network – a sort of Facebook for golfers which I am able to control myself.

Here is the link to that network – TwitRGolfers – for golfers who Twitter

When I socialize amongst golfers on Twitter, I frequently include links back to my own social media network. I then build up a community – or as marketing visionary, Seth Godin calls it a “Tribe”. It is early days, but my Tribe has become quite influential. I don’t market to them – I communicate with them. I build relationships with them. They are my customers and my potential joint venture partners. Many of them are very active marketers in their own right.

Because I now have a trusted relationship with my Network,

Fight to the Death for Local Readers

Looks like local news is shaping up to be the next major battleground for the newspaper industry.
Here is a good article from Henry Blodget on the subject. (remember Henry – he was the analyst who predicted that’s stock price would hit US$400 in October 1998 – which it did a month later – gaining 128%. Great call, which earned him the title of No.1 Internet/ eCommerce analyst on Wall Street in 2000 – That was before the world came crashing down as the dot-com bubble burst)

Anyhow, Henry has now got a real job :-)

Has Rupert Murdoch Done a Deal With the Devil?


“I’m not saying I beat the devil …but I drank his beer for nothing” – Kris Kristofferson

It is not for me to validate or otherwise the persistent rumor that Rupert Murdoch is in fact the devil incarnate. However, he is certainly accusing Google of drinking his beer for nothing.

It appears, according to Rupert, that every time Google index his content in their search engine, they are behaving like

Bounce Rate – This is costing me Money!

OK. So you are not big on website stats.

If that is the case, I encourage you to focus on just one metric – BOUNCE RATE. This is the percentage of initial visitors who leave your site (or bounce away) without visiting any other pages.

This is costing me money!

This is costing me money!

In my view this is a much more useful metric than UNIQUE VISITORS.

This is particularly true if you are spending money on Google Adwords or other forms of advertising. The “bounce rate” metric will instantly tell you if your landing pages are working.

If prospects arrive at your website and they leave straight away, without taking your call to action, you will have a high bounce rate – maybe 80% or more. You need to fix this, otherwise you are probably wasting money.

A high bounce rate shows that your visitors are simply not engaging with your site. It is irrelevant to their needs.

Your goal should be to get your bounce rate down to 50% or better. Some experts would argue that you need to get your bounce rate down as low as 20% to 35%. However, this depends upon the type of site and type of traffic. Blogs, for instance generally have higher bounce rates than traditional websites.

When you make a change to your website you should always check the impact on your bounce rate.

Here is a great article on on bounce rate by Avinish Kaushik. If you want some further detail, I think you will find this article very useful.

Also, check out the above video for a great explanation of the importance of bounce rate.