Turning Today’s Vision Into Tomorrow’s
Reality
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 the demographic[1],
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 and psychographics. 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 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. (More)
[1]
See http://wps.ablongman.com/ab_public_speaking_2/24/6223/1593259.cw/index.html
for helpful definitions of these terms.
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