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News Update – Best of the Day

Looking at pictures is one of the most important first steps when people evaluate relationships, if it be in social networks or real life. OkCupid, a popular American dating site, now released some interesting findings to which kind of pictures people respond most.

“Women responded more often to pictures in which the man is looking off camera, not into it. Men were more likely to respond to pictures in which the woman is at home (and looking a little come-hither), rather than out with friends or on a trip. But for both sexes, pictures in which the subjects are smiling uniformly trounced the stone-faced ones.”

Companies often ask me if you need outbound to generate inbound engagement. Yes! IMHO… A nice campaign was live on Mashable (where else… 😉 )… A traditional banner campaign with an intelligent creative, pushing Twitter and Facebook acccount plus their website.

“La-Ola” is just a thing for the stadium? NO! Coca-Cola created some great example of a new 3D animated world through a new process of printing. Watch this…

Der Zwang und Drang nach Information

Das Credo meiner digitalen Kreativität beherrscht immer der Grundsatz “Online ist nur ein Katalysator für die Offline Welt!”.

Nachdem ich nun Frank Schirrmachers Buch Payback überdacht habe, will ich eine Frage aufwerfen, die sich mir schon nach der Lektüre von Miriam Meckels Buch Das Glück der Unerreichbarkeit: Wege aus der Kommunikationsfalle aufgedrängt hat.

Ist es ein Zwang oder ein Drang nach Informationen, welcher uns so an die Faszination für die modernen und sozialen Medien fesselt?

Als Anregung sollen zwei Zitate Schirrmachers aus seinem Buch die Diskussion anregen…

In einem Einkaufszentrum können wir immerhin den Laden verlassen, in der digitalen Welt merken wir gar nicht, daß wir ihn betreten haben. Wir sind online, selbst wenn wir es nicht sind. Denn wir denken permanent an die Informationen, die uns entgangen sind oder die auf uns warten können.

Und weiter sagt der Autor…

“Früher haben wir uns unsere Informationen gesucht, heute suchen die Informationen uns.”

Dem stelle ich mal meine Version zur Frage gegenüber…

Die Faszination für die digitale Welt, die wir und in der wir leben, ist der gewollte Drangs nach Information. Es ist kein Zwang. Es ist kein Müssen. Es ist ein können wollen, oder wollen können. Es ist ein Bedürfnis nach Wissen. Keine Fessel, sondern ein Dürfen. Die Menschheit hat die Wahl.

Die Frage ist, ob Schirrmachers These nach menschlicher Differenzierung vom Computer durch Kreativität dafür nun ein ganzes Buch benötigt, oder ein gutes Blog es auch getan hätte. Die Frage stelle ich mir inzwischen bei so manchen Buch. Ein Blog mit diversen Posts, welches ähnliche Weisheiten gefördert hätte, hätte dieselbe Wirkung. Oder mehr? Gerade bei der heutigen Informationsflut, ist gezielte Pointiertheit und Präzision der Menschen Gnade…

Zudem… Wer spricht in dem Buch? Ein Opfer der Printindustrie, der sich dem neuen Drang nach Informationen nicht erwehren kann, nicht entziehen kann. Nicht damit klar kommt, daß die Masse an Medienproduktion nicht mehr zu bewältigen ist? Projeziert der Autor dies zu sehr auf die Allgemeinheit? Ist nicht das Schöne an den sozialen Medien die Kreativität, die fließen kann? Oder ist das dann wieder ein Zwang…?

Was als negativer Zwang geschrieben, kann auch als positiver Drang nach Informationen interpretiert werden. Es würde mich Eure Meinung interessieren. Ist es ein Zwang oder Drang nach Informationen, der Euch antreibt im Social Web mitzumachen?

Augmented Reality – the future of customer service?

The customer service world around us is changing with the social web, new technologies, and especially mobile apps. The question is how much this is effecting our perspective of the real offline world around us. A new technology is evolving that is beginning to connect the offline and the virtual world from a customer perspective as it will offer some new form of customer service. The term is Augmented Reality (AR).

It is a technology that brings your visual experience and information from the web or networks together, and by doing this enriches daily situations with relevant data from the web – and in more and more cases the information provided will come from the user.

The competition for users and companies has already begun. We have augmented reality browsers like Layar, explaining us instantly which famous buildings are surrounding us. Or, another AR browser named Wikitude that starts to become one of the most-wanted AR browser apps (not only for iPhone users) and gets nominated for one award after another. With wikitude.me shops and service providers of all sorts can already use this cool service to make themselves visible in the offline world by geo-tagging their office or location with simple online entries. If somebody is new in a city, this person can find a laundry or the next wine shop much easier in the future – just by using an AR browser app.

There are products like T-shirts projecting interactive games with AR. Digital cosmetic mirrors where women in cosmetic shops can see in real-time what a new eye-liner or make-up is looking good at them without testing it in reality. Adidas will launch a series of shoes, each printed with an AR code on the tongue which give you access to an interactive game that changes on a montly basis. Is this the customer service of the future?

Now, just imagine what this technology could do for customer service in the future. Wouldn’t it be a positive effect when we get immediate feedback on health information about the food and drinks we consume?

The following short film, called Augmented (Hyper)Reality, shows us a world some time ahead, where augmented reality is part of our daily offline life. We see what the actor sees, from his own perspective, and get to know the oppotunities that AR might offer to our daily life. OK, if we agree to getting networked completely…

The interesting acknowledgement for companies will be the advertising part of the film – although in some way it might be shocking…

Spot On!
The complete overkill seems to be the massive sea of logos flooding our sight in the beginning. Although the above examples might seem an exaggerated view of a futuristic branding scenario, it gives some idea on how the world might change customer care in the future. And you never know if this will be really happening, or not. Today, this all might sound strange to us but just think about how common the use of artifical medical help is for us, or how often we use the navigation system in cars today.

And then, think about the options when combining location based advertising with augmented reality. This opens a complete new world of customer care…

Don’t you think?

Online Reputation Management bleibt (zeit)aufwendig…

Als ich meine Vision des Personal Web Managers geschrieben habe, dachte ich, es wird sicherlich bald eine solche Dienstleistung des Reputation Coaches für aufstrebende Manager oder stark im Web aktive Persönlichkeiten geben. Derzeit ist interessant zu beobachten, wie sich dieser Plattform-Markt für persönliches Reputation Management in Position bringt.

Es steht eben viel auf dem Spiel: die Bewerbung einer Karriere, die für Nachhaltigkeit einer authentischen und erfolgreichen Persönlichkeit steht. Die Online Reputation wird dabei immer wichtiger für den nächsten Karriereschritt, aber ihr Management bleibt leider trotz unterstützender Plattformen zeitaufwendig. Ein kleiner Überblick…

Bisher galt der amerikanische Dienstleister Reputation Defender als der weltweite ‘Platzhirsch’ im Entfernen oder ‘Geradebiegen’ von bildlich belegbaren Fehltritten oder voreilig getroffenen Statements und Kommentaren, die im Web verewigt sind. Denn, wie wir alle inzwischen wissen sollten: Das Web vergißt nichts – teilweise nur, wenn wir entsprechend nachhelfen. Und so bietet Reputation Defender mit myChild ein Produkt an, das den Ruf und die Privatsphäre des Kindes schon von Kindesbeinen an online schützt.

In Deutschland ist mit my ON-ID eine sehr interessante Plattform am Start, die Online Reputation auf technischer Basis zu handeln, monitoren und optimieren anbietet. Die Web 2.0 Plattform offeriert sehr viele Optionen, das eigene Personal Brand als Visitenkarte (bzw. fast schon im Format eines Online CV aufzubauen (mit zahlreichen Schnittstellen und Widgetfunktionen zu anderen Social Networks).

Am Wochenende erhielt ich nun die neuste Pressemitteilung von Dein Guter Ruf, die mir von meinem Ex-Kollegen Jannis Moutafis zugespielt wurde. Die Nachricht preist die ab sofort kostenlose Suche des (mir noch völlig unbekannten) Reputations-Dienstsleisters an, sowie die Option eine Web-Imageseite zu veröffentlichen. Als Gadget wird der Test „Welcher Online-Typ bin ich“ angeboten, der einem Tips zum persönlichen Reputation Management offeriert (mein Testergebnis siehe Bild).

Hintergrund des Tests: Der Profil Organiser wird hiermit promotet. Dort kann man seine Netzwerk-Profile eingeben und hat diese so im Schnellüberblick und -zugriff. Der vordergründige Vorteil der Übersichtlichkeit, läßt sich mit einem grundlegenden Tip entkräften…

Starte kein Profil in einem sozialen Netzwerk, wo Du nur einen kleinen Mehrwert siehst und evaluiere vorher, ob Du nur aus einer zeitweiligen Zugehörigkeit (Schule, Uni, etc.) oder aus zukünftiger Überlegung (Kontakte halten, Karrierebenefit, etc.) dieses nutzen wirst.

Die Dienstleistungen von Dein Guter Ruf erinnern mich dennoch stark an den Personal Web Manager, denn hier geht es offensichtlich wirklich um den strategischen Ansatz des Reputation Managements mit persönlicher PR-Betreuung. Man bietet vier verschiedene Versionen an: Basis-, Profi-, Premium- und VIP-Manager – von kostenlos bis 129,90 EUR pro Monat. Letztere verspricht sogar…

– Wir legen für Sie Profile in mit Ihnen abgestimmten Portalen an.
– Wir integrieren bereits vorhandene Inhalte in Foren, Blogs, Fachportalen.
– Wir prüfen monatlich Ihre Reputation und liefern für Sie geeignete Portal- und Themenvorschläge.
– Wir führen für Sie geeignete Online-PR Aktivitäten durch.

Insofern wirken die Preise vernünftig und erinnern an das Preismodell von Reputation Defender.

Kurztest: Dein Guter Ruf
Suche: Die Suche ist unbefriedigend. Bei 466.000 Googletreffern zu meinem Namen fand Dein Guter Ruf rund 70. Einige hatten überhaupt nichts mit mir zu tun. Zahlreiche positive, wie Interviews und Gastbeiträge von/mit mir, wurden gar nicht gefunden.
Image-Webseite: Ein Bild kann nicht gefunden, hochgeladen oder integriert werden (vielleicht in einer Bezahlversion?!). Der erste Eindruck eines Menschen zählt – und der Mensch verkauft sich in der Karrierebewerbung über ein persönliches Bild. Man verschickt ja auch keinen Lebenslauf ohne Foto.
Paid Services: Daß man für zahlreiche Funktionen (z.B. Kommentar eines Suchtreffers) im Web 2.0 Zeitlater bezahlen muß, ist irgendwie Web 1.0 Welt. Zumal my ON-ID hier schon diese Funktion ohne Aufpreis anbietet.
Fazit. Unspektakulär, nüchtern, sachlich, nicht personalisierbar – aber vielleicht ist die Form genau das, was zukünftig für das Personalwesen die nachhaltige Bewerbung ist. Wer weiß…

Spot On!
Neben my ON-ID macht sich mit Dein Guter Ruf ein weiterer Anbieter auf, unsere individuelle Online Reputation im Auge zu behalten und zu professionalisieren. Mein Urteil bleibt dennoch kritisch. Die Idee Reputation Management mit persönlicher PR-Strategie zu verknüpfen, gefällt mir gut (schon wegen seiner Nähe zu ‘meinem’ Personal Web Manager). Man müsste es fast einmal einem Test unterziehen, um zu sehen, wie erfolgreich sich die Arbeit für das Personal Branding zeigt (Erfahrungsberichte bitte an mich schicken). my ON-ID ist dennoch derzeit einen ganzen Schritt voraus und bietet die spannendere und zielgenauere Lösung das Online Reputation in der Spur zu halten. Reputation Management bleibt weiterhin aufwendig, vor allem zeitaufwendig, denn am besten wird sie derzeit noch von jedem Einzelnen kritisch beäugt, bewacht und bewertet.

10 general questions on web monetization 2.0

Brainstorming… ! This is a project which needs your help in order to start saving the future of the web in all its facets…

A post for you, me and all of us platform owners, web maniacs, companies, advertisers, affiliates, social medians and web workers to do some brainstorming and share some thoughts on the future of monetization.

In a lot of discussions, talks and chats with partners, clients and friends, we came across these questions. It is time to find some answers…

Please, tackle this project with me and give as much feedback as possible. We all want to participate in the future of the web. So, let’s do some work…

10 Questions on web monetization 2.0

What if…
1. … all companies respect that platform owners (social networks, media publications, portals, etc.) start their web activities in order to monetize their business like they do?
2. … web platform owners never had started using the measurement argumentation versus the former print world?
3. … companies accept that web platform owners start their business model to earn money – not just to be a service provider?
4. … web platform owners never had started the price competition in order to ‘drag away’ clients from each other – resulting in cpm values of cent amounts?
5. … companies had not overrated the measurement options and tried to buy ROI value (leads, orders & revenue) only – than simply the ‘best price’?
6. … web platform owners never had started cpx payment, let’s call this ‘performance payment’, but were using the old advertising model: ‘pay for play’?
7. … companies suddenly stop advertising the ‘pay for play’ way and just strive for performance payment?
8. … web platform owners need to go for ‘free-mium’ or premium service payment for users, as they cannot afford to run their business any longer without the support of the ad industry from the last 5 years?
9. … companies could finance, sponsor or take over the costs for those ‘free-mium’ or premium service payment for certain target groups?
10. … finally, we users all understand that without web platforms owners generating any revenue, the internet is nothing more than a shell without pearls?

Pick a question, share your views and posts and give us some answers.

Looking forward to your comments…

B2B Study: Marketers Strategies and Spendings for 2009

A recent study from Marketing Profs and Forrester Research amongst 300,000 marketing executives and other management professionals, conducted in late 2008, offers insight in the latest b2b marketing strategies, budgets, tactics and attitudes.

The key findings are that marketers have three deeper needs for the future: measuring effectiveness becomes increasingly important (i.e. webinars and search provide great tactical benefit), understanding customers deepest needs and wishes, plus exploring and learning from best practices for daily business implementation is crucial.

The report makes clear that top marketing business decision makers are relying much more on digital marketing tactics. With a high percentage of respondents saying that their company web site (91%) and email activities (81%) are the top media used for their tactics. Still, it is interesting to see that a lot of marketers work with traditional tactics like public relation (72%) and tradeshows/conferences (70%) as very important lead generation tools.

With the increasing importance of web 2.0 and social media platforms and tools for customers, companies are changing their media mix from ‘[more costly] traditional media and toward [less costly] new tactics’. Nevertheless, the marketers knowledge on tactics for the new social media platforms is still in an ‘infancy’ status.

In average, the budgets are still spend in an ‘old-school’ manner with tradeshows/conferences (20%) and TV advertising (18%) leading the marketing mix spending, followed by inside sale/telemarketing (16%) and print advertising (13%) – the leading field only interrupted by one digital marketing activity: direct mail (14%).

Spot On!
The report reflects in some way the economic crisis when the executive summary is talking of reducing spending and focusing efforts on a narrower segment of their target markets. Meaning… the so called ‘watering can’ marketing strategy is vanishing and marketing strategy will be focused much more on the digital ‘1-to-1’ as well as ‘1-to-many’ approach. The real (or potential) customers, their environment and the people influencing them has reached the marketers mind – so social media is not too far away for them to understand, and offers great opportunity to learn much more needs and wishes.

Report: Marketers web-strategy not listening to SMB needs

The latest report from Bredin Business Information (BBI) finds that SMB’s will not become customers with the common marketing strategies: Marketers are going online while small and medium-size companies are still living the offline world of direct mail and tradeshows.

The two surveys by BBI, conducted in late January and February, combine the findings of 50 leading marketers and 741 SMBs. While marketers were asked about their outreach and research efforts for 2009, the SMBs had to give some insight about their online and offline media preferences, top business issues and brand ratings. The findings show that both sides don’t go and-in-hand to reach their targets.

The marketers world
What marketers know…
SMBs rely less on traditional marketing tactics but that’s one of the top ways they like to receive product and service information.
What marketers do…
Marketers’ spending will increase spending on every online tactic (especially microsites and resource centers, social networking and webinars) but decrease budgets in direct mail, print advertising and trade shows – only PR and telemarketing will increase.

The SMB world
What SMBs rely on offline…
– 43,6% newspaper and magazine articles
– 43,5% direct mail (including letters, postcards and catalogs)
– 32% radio/TV ads
– 27,4% phone calls
What SMBs rely on online…
– 72% online referrals (friends and peers) most popular information source on products and services
– 57% search engine marketing
– 44,5% educational websites
What SMBs favorite in social media…
– 19.7% Facebook
– 15,6% LinkedIn
– 11,3% Twitter

“Marketers are clearly reacting to the difficult economy by using offline tactics much more selectively. They are also moving online aggressively, to reach SMBs efficiently and learn how to get the most from new media opportunities. (…) However, our survey of SMBs indicates that business owners are not nearly as enthusiastic about many online formats for business purposes – such as social networking – as marketers are.” said BBI CEO Stu Richards

Spot On!
The high percentage of marketers more focused on winning new customers than keeping current ones surprises… : 48% balancing their acquisition and retention efforts, 32% concentrating more on acquisition and 20% focusing more on retention. In my experience it is easier keeping clients and trying to meet their needs. Marketers should try to face the difference between customers who really ‘live and communicate the web’, and those that don’t. Going online will be the future, sure, but step-by-step with training the customers the benefits of receiving the information online. Today in some industry sectors, marketers can still put into question the high priority of moving online (3,5 on a scale of 5) and slowing down offline tactics (2,6 on a scale of 5) if the target group is not ready for listening online.

CMO report: budgets better than expected

Chief Marketing Officer (CMO) Council’s Marketing Outlook 2009 states that CMO’s see their budgets stable. Almost half of all asked CMO’s (54,1%) say their budgets will increase or at least remain.

What is the value of a click? Obviously, the best deal is transforming a consumer into a customer. For 36% this seems to be the biggest issue: converting clicks to sales and finding the value of online marketing. Just 9% of the chief marketers argue about their online performance capability as being “excellent”.

The outlook in the recession is not too bad… The majority of top marketers answered their traditional marketing focus (print, outdoor and TV) remains the same, and especially digital advertising (also social media and search marketing) will increase. But it also has to me mentioned that 45.7% said their spending budgets will decrease.

“Senior marketers are looking to hold budgets steady and not make tremendous cuts in headcounts,” said Liz Miller, the council’s VP of programming and operations. “Instead, they’re reallocating both their budget and talent into those areas that better engage and communicate with core audiences and customers.”

Spot On!
The loyalty of customer becomes more and more an issue for marketers. Who would be surprised… Those who want to study as deep as possible how the customers thinks, don’t ‘owe’ the sovereignty on customer service and support issues, nor have they big influence on CRM, the survey says.

The question remains why the majority of marketers rely on old online measures (i.e. page views and registrations 64.6%) and not focusing on more modern online engagement opportunities which keeps the consumers with the brands. The most obvious options could be personalization and client first programs (i.e. client opinion platforms or community building) which could replace the old-school “watering cans” techniques. The more companies focus on the client, the ‘happier’ the revenue lines will show.

The report was co-sponsored by Deloitte, Jigsaw and Ad-ology and asked 650 worldwide marketers.

News Update – Best of the Day

What’s Google’s next big revenue driver? Capturing one of the biggest markets owned by platform owners? If so, there are 3 things Google needs to make display ads a big business, says Google CEO Eric Schmidt

“The first problem if you have a display property, it’s very difficult to figure out which ad to show. Because there are multiple vendors who show you these ads. We’re in the process of building the equivalent of an ad exchange which will allow you to do that automatically and do it with scientific measurements. So today what people do is they use heuristics, and the heuristics in that space are terrible.”
“The second issue in display has to do with the standardization of ad formats. There’s not agreement at the level that it needs to be on the standardization of the delivery of the display, and especially around interactive and video ads. The future of display ads is not a static picture, but an ad that brings you in. That tells you a narrative.”
“Third in our case is the construction of the business relationships with the large advertisers, which we’re still working on.”

What’s the future of direct mail spending like in the U.S.? One of the latest reports on ‘A Channel in Transformation: Vertical Market Trends in Direct Mail 2009’ by marketing consultancy Winterberry Group says, the outlook is not positive… Reasons are: recession, rising postage rates and marketing trends – combination is affecting direct mail spending.

What is the new idea on response driven advertising? Barcoded ads! At least Volvo shows a very interesting approach for the launch of their C70 series. The pan-European advertising campaign will include print ads with a specially integrated QR (Quick Response) barcode and uses the print ads to provide readers with instant access to additional web content on their mobile.

Cost per User – the next digital currency?

The discussion about the best advertising currency is long-lasting. It may never be ending. Still the discussion needs to be continued. The web publishing space had all the options on the table: cpm, cpi, cpc, cpl, cps and so on. And each and everyone of those failed in a way that makes all sides of the publishing and web value chain happy. The only currency that did not seriously come up as a currency ratio in media is cost per user (cpu) although every company follows this metric to evaluate their website costs.

Advertisers love to purchase ‘cheap’ quality space of extraordinary target groups. Platform owners need premium-price compensation models in order to provide high-quality content to their users. The users don’t care. Although they are the stumbling block, the center of attention, in this issue between platform providers and advertising clients. Now that web 2.0 and social media comes into the ‘cpx-game’, everyone gets a chance to rethink digital currency models. What is missing in this discussion is the cost per user model.

A Retrospect on Controlled Circulation
If we go way back to the beginning of this century, there was an interesting discussion about controlled circulation going on in the publishing industry. This discussion indicated that the best value of a medium is the registered or qualified user. Someone who gives away a lot of personal data in order to receive a medium for free. And there were numerous print magazines in the market that do and did controlled circulation. And today? There are hundreds of community-based business models on the web – all of these are to a huge degree controlled circulation orientated. Only a few of these businesses know about it, or see the premium value of controlled circulation media in this advertising space.

Now, what exactly is controlled circulation?
In a lot of meetings with clients, the question came up a thousand times when we explained our old community model. Controlled circulation is a distribution model, usually free of charge, for newspapers and magazines that wanted to have a deeper control of their target group. Thus, controlled circulation magazines offered the ideal targeting of the best quality audience for their advertisers. The benefit was quite obvious if we read the articles here and there. Advertisers spend more money for an ad in the controlled circulation arena than for the classical news-stand magazine. In booking controlled circulation media advertisers know in details what target group get for their money. This premium model could have been applicable to business models on the web. But only a few saw this option and took advantage of the ‘closed’ access door idea.

Why is controlled circulation a winner?
The big benefit of controlled circulation is that non-profit organizations audit the reader database of magazines or web platforms in terms of database quality and quality reach: for print BPA and for web platforms ABC Electronic. Both independent ‘controllers’ double-check in the means of the advertisers what kind of target group quality content providers ‘pretend’ to offer to the advertisers. Advertisers love the audits as there is some reliable data that marketers could show to their bosses or the management team after the sales people had captured the marketing-office for their sales pitches. It needs to be said that the audits were based on projections – only 10-20% of the total database really was tested, but still the quality check was much appreciated by the advertisers.

Controlled circulation and the modern web communities
The question is: Why did the controlled circulation discussion ‘die’? Why was it not carried on as an idea for a premium-priced advertising currency in the web world? Why did the focus on the high-profile individual user registration get lost when there was such a huge benefit for the advertising industry? Did it get killed alongside the top-valued personalization idea which got stepped down by the advertising cpm valuation? Maybe…

Nevertheless, in days where social media, social networking and community-building is exploding, is it not the right time to focus on the value of the registered user in terms of digital currency and critically scrutinize the ‘odd’ cpm valuation? Does not the individual need to be in the center of attention of the modern web 2.0 world? The modern web individual that communicates with companies. The one that reads, comments, blogs, publishes, networks, rates or reviews?

A vision
Just imagine there was a kind of database that all magazines and platform owner have to use who want to earn advertisign dollars. That database is held by a non-profit organization or the government. A system where all users unite, active and inactive web users. Every user could define their most interesting platforms and status of activity which would lead to a cost per user index for each online magazine or web platform, based on consumption intensity of the average user, social networking value of the active user and staying-time frequency of each individual. In the end, the combined data of the website generates a platform coefficient which leads to a cost per user. This is the cost that advertisers want to book, right?

Spot On!
In the modern social media world registration processes become daily business for users. If it was one database as described above, the users would be held responsible. They would be more careful on how to define access and care about their data. From day to day, users get more open minded about showing their data on other media including registering their preferences, interests and hobbies. And platform owners benefit from that. In the future, it will become a state of the art for publishing houses and digital platform owners to have their own web community visible on the side-bar for new visitors. This is a huge success for web platform owners. What could be a better reference if you can show your audience, visual and accessible for everyone with avatar picture that the users upload themselves? Bloggers already use this option to attract more interest. The single user will become the reference for each platform.

So, what if the best targeting measurement of a platform becomes the cost per user (cpu)? If we think about how connected (via Google, Facebook or Yahoo) these platforms are becoming and see all the website and social media metrics we could monitor, the question rises: Is there an option to standardize registration on web platforms and communities plus integrating all the generated data of these platforms into one non-profit system or organization which calculates a cost per user index based on targeting criteria like b2b or b2c and different demographic data? Is Cost per User the next digital currency? The discussion is yours…