Turning Today’s Vision Into Tomorrow’s Reality
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| No Height Too Out of Reach |
Watching the numbers: A new Olympic event? Are you up to train for the SEO Gold?
My name is is William Patrick Gerardino. I am the owner and operator of FractureCreations, CabaretSolstice Entertainments, and AcornWorkshops; three entities that live and operate by the creed the emerging artist can ‘turn today’s vision into tomorrow’s reality’. I consider the first and most important rule of branding is transparency with integrity. That requires truth. And the truth is I am far from an expert in search engine optimization. For that matter, I have much to learn about a multitude of areas in the entertainment industry.
Than why should you read this blog or seriously consider this blog if you are a fellow emerging artist? Because I promise you that I will share what I have learned in the most accurate way and to the best of my ability. What about what I don’t know? Well, perhaps you may know and will help me along this wonderful journey. Perhaps we can help each other. The word of the day is ‘collaboration’. Welcome to my world. Now let’s get started!
Emerging artists should use every tool at their disposal in order to turn their vision into reality. One of the most powerful tools at their disposal is the Internet. But it is no easy ride. It is a place to sell, a place to collaborate, and a place to launch careers. It’s a tough game that requires patience and perseverance.
Today’s topic is Search Engine Optimization otherwise known as SEO. Essentially it is the arduous task of making nice with the likes of Google and Yahoo in return for website ranking. Don’t worry about the terms. After using them for a bit they’ll become part of your vocabulary. But I already have made the first error in good blogging: using too many words.
This blog presents an analysis of two media companies who are strongly invested in the Summer Olympics: NBC and Oovoo.tv.
The Summer Olympics is a grand time to take a close look at thedemographic, psychographic, and geographic metrics for emerging talent who typically must develop on-line marketing strategies on a strict budget. It is a recurring ritual that reveals much about the human condition. The data that is gathered is mere data if the human condition is not considered as its context. The notion of the spectacle brings out the subtleties of that human condition.
Let’s look at the metrics. A long tail keyword search of ‘Summer Olympics’ on Google delivered a whopping 793 billion hits in 23 seconds. The same keyword search on Facebook indicated 28,007‘like this’ and 8,481 ‘talking about this.’ Consider that these numbers developed in a mere two weeks or so prior to the opening of the Summer Olympics on July 27, 2012.
Consider now recent report that Netflix who recently suffered a 25% loss in Summer Olympic streaming viewers. What is the lesson here? That clicks on websites does not necessarily target audience conversion.
The following offers an overview of Alexa’s SEO metrics for NBC’s live Summer Olympics coverage.
An overview of Chart Analysis
The data collected by analytics tools typically uses the overall website activity for a given period of time as the median. In the case of ‘search traffic’, the measurement is the percentage of total activity nationally and internationally distributed by date.
The peak traffic for NBC occurred on July 23 rising since July 2. Opening ceremonies were on July 27th. The traffic begins diving on the 23rd. What happened? The key to understanding the implications of this data involves determining possible causes for rises and declines. For instance, perhaps visitors to the site were first reviewing NBC’s coverage of events. By the 23rd they had accomplished this. An article that will be reviewed in my upcoming blog claims that Netflix’s poor numbers were a consequence of NBC’s livestreaming events without cost to viewer. This may or may not be the case. However, it is common knowledge on Wall Street that Netflix has been having serious challenges with maintaining its market share of the livestreaming media sector.
The chart below measures audience demographics andpsychographics. Here is a general explanation of how to interpret the data. The bars to the left of the mid-range mean that this audience is underrepresented. Bars to the right mean this group is overrepresented. As the bar moves towards the median point this means that the audience visiting the site is proportional to overall Internet activity.
The demographics suggest that individuals between 18-24 and 35-44 with some college, and viewing at their place of work are overrepresented. Graduate students either holding degrees or working on degrees are substantially underrepresented. A look back at the 25-34 underrepresented age demographic would bear closer scrutiny since it would seem that individuals at this age demographic would represent the bulk of college students. The activity is slightly dominated by females with males being slightly underrepresented. Children demographics suggest their average audience click for this demographic is proportionate to total internet activity over a similar time period. Interestingly the location or place where the activity occurs is at work while home and school being underrepresented. One possible area of interest would be comparing and contrasting the age demographic with the location and gender demographic. The college student or those holding college degrees also show strong activity.
The following charts are for Oovoo.tv. Using what we have already learned what do you think? Consider the fact that Oovoo.tv's under- and over-represented stats are significantly different. By practicing analyzing these charts through contrast and comparison the emerging artist gets a better sense of what they need to consider in their on digital marketing campaign. Leave me a response and see where it leads.
The emerging artist who understands how to reach such demographic charts holds a valuable tool in planning their strategy. Here is an overview of my target groups most likely to generate convertible touchpoints. My research tells me that a visit to my site (traffic) is substantially low. My audience demographic based on similar companies tells me that my best chance to gain an audience is by focusing on the age group 25-44, with some college, no children, and a median salary of $35 to $40,000. They typically live in shared housing situations and are located in urban areas. My business marketing and distribution strategy is presently being adjusted to reach the maximum level of saturation on-line and in the real or organic world, as I like to call it.
I hope this writing has been of benefit to the reader and would now offer a challenge. You will find Alexa’s data for Netflix at Alexa Netflix Data. Additionally, the article reporting a significant 25% drop in Summer Olympics 2012 live streaming will be further discussed in my next blog. See Netflix Traffic Plummets and read my next blog for more analysis. Based on what has been discussed what is your analysis? Ask yourself this: How will I use this tool to my vision today into my reality tomorrow by understanding and interpreting the data from other entities? I will make the same considerations and post another blog in three days. I’d like to read your thoughts, observations, and opinions.. If you wish, you can leave subscribe to the site.
About The Author: William Patrick Gerardino has worked in the field of entertainment professionally since 1970. Presently William Patrick Gerardino is owner and operator of CabaretSolstice Entertainments, FractureCreations, and AcornWorkshops.
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