Tag Archive | "matter"

Autonomous Driving is Coming No Matter What, Says SoftBank CEO

Autonomous driving is coming no matter what,” says Says SoftBank CEO Masayoshi Son. “That’s the destiny of where technology is going to drive us.” He adds: “When autonomous driving comes the cost of providing the service will dramatically get more efficient. It will also dramatically reduce the rate of accidents compared to human driving accidents. I think autonomous driving will be definitely coming very very soon.”

Uber Still Experimenting with Autonomous Vehicles

Masayoshi Son, CEO of SoftBank, also discusses his support for both current Uber CEO Dara Khosrowshahi and former Uber CEO and co-founder Travis Kalanick in an interview on CNBC:

I Definitely Believe Uber is Going to Grow Exponentially

I would like SoftBank to remain invested in Uber as long as possible. Of course, it all depends on the share price (after their IPO). Sometimes the share price goes up too high too quickly and then we have to harvest a little bit. It all depends on the market conditions. But do I believe the company is going to grow exponentially?  I definitely believe so.

I’m very respectful (of our) dialogue with the new management (led by Uber CEO Dara Khosrowshahi). He’s very very smart and very well balanced. He can be very offensive (strategically) in increasing the business and he can also be very cost-efficient (and good with) employee morale and so on.

Travis Kalanick is a Pioneer

I respect that but at the same time, I also have to mention that I respect (Uber co-founder and former CEO) Travis (Kalanick) tremendously. He’s one of the best entrepreneurs. He is a pioneer. When you pioneer a new frontier you have to have the energy, the passion, and out-of-the-box thinking. His aggressive is one of the best. Potentially, I would love to support him in his new ventures. It all depends on the price. But I have tremendous respect for him.

Autonomous Driving is Coming No Matter What, Says SoftBank CEO

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Zoom CEO: If We Cannot Make the Customer Happy, Nothing Will Matter

Zoom Founder and CEO Eric Yuan says that the number one most important thing for a business is to make the customer happy. He says it really comes down to these three areas of focus; Product, Process, and People.

Eric Yuan, Founder, and CEO of Zoom, recently sat down with industry analyst Michael Krigsman, who conducted another fascinating interview for his CXOTALK video interview platform:

If We Can’t Make the Customer Happy, Nothing Will Matter

I think, every day as a CEO who manages a company, I have so many things to work on but, ultimately, I’ve got to understand what’s the number one important thing as a business, right?

If we cannot make the customer happy, nothing will matter. That’s why this is our number one priority. If a customer is happy, everything else will be easier. Customers will like to talk with us, share our stories with others and, essentially, will help us to further improve our product experience and also make our business better.

Look at Everything From a Customer Perspective

You’ve got to look at everything from a customer perspective. If you truly care about them, you are not only going to look at it from your perspective. When you build a product, you will say, “Hey, will this product, will this feature, deliver happiness or add value to a customer or not?”

Anything you do, look at it from a customer perspective. Then, actually, the customers, they will feel more like a part of your business. They’re happy to grow your business.

Focus on Product, Process, and People

Ultimately, it’s three things. When we talk about happiness, first of all, your product has got to work, right? Every time a customer is using Zoom, they really like it. That’s the number one thing; your product has got to work. Every time after the meeting is over, customers say, “Yes, this experience is great.” They enjoy using your product.

The second thing is your process. When you do business with customers, you’ve got to make sure your process is very simple but very easy.

The third thing is about the people. Meaning, because not only do those customers use your product but, also, we want to make sure every interaction between Zoom employees and the customers  — say like support, a customer success manager, engineers, our product managers — every interaction between our company and the customers, they enjoy it. Process, people, and the product, from all those three aspects, we make sure the customer is happy.

Watch the full 44-minute interview below or read the full transcript at CXOTALK:

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Mobile App Metrics that Matter – Whiteboard Friday

Posted by adamsinger

Releasing a mobile app to the public is certainly an accomplishment, but launch day is nowhere near the end of the process. It’s just as vital to measure people’s interaction with your apps as it is to measure their interaction with your web properties.

In today’s Whiteboard Friday, Adam Singer—Google’s Product Marketing Manager on Google Analytics—walks us through some of the most important metrics to watch to make sure your app is as successful as possible.









For reference, here’s a still of this week’s whiteboard!

Video Transcription

Howdy, Moz fans. I am Adam Singer (Twitter, Google+), Product Marking Manager on Google Analytics, as well as blogger at TheFutureBuzz.com, and I happen to be up here in Seattle and the Moz folk asked me if I’d be willing to do a Whiteboard Friday. So I’ve actually been watching Whiteboard Fridays for probably the last six or seven years. It feels like that long. I don’t know if you guys have been doing them that long, but it feels like a long time.

So I’m excited to come in today and chat with you about a subject I’ve been talking about at conferences all over the world, we’ve been sharing on our blog, on ClickZ—I write a once monthly column at ClickZ—mobile app analytics. So app analytics are really important. Pew just did research. More than half of Americans now own a smartphone. We’ve also seen a lot of really interesting pieces of research sharing that for some retailers they’re actually getting more conversions on mobile via apps and via mobile sites than desktop.

So, obviously, apps are really important, and via our own research that we did on the Analytics Team, last year we found that around 87% of marketers are actually planning to increase their emphasis on mobile app analytics and app measurement into 2013. We also found out that around half of marketers were either completely new or novice at app analytics, so they didn’t have much experience.

So this is an area as a marketer, if you’ve never measured a mobile app before, it’s an area you’re going to need to get into, because in the future I think pretty much every company that is interested in maintaining a relationship with their users in a location-agnostic setting, not just in front of their desktop, but wherever they go, will have a mobile app.

So I want to talk about some important mobile app metrics that matter. So, thank you, Jennifer, on the Moz team—sorry, Moz, not SEOmoz anymore—drew my little diagram for me. So really the buckets for apps that matter are really three: acquisition, engagement, and outcomes. So let’s go through these metrics, and it’s slightly different than web. So if you’ve only measured on web, this will be different, but at the same time there’s a sort of one-to-one with different metrics, for example pages and screens per session.

So let’s take a look. For acquisition metrics, app downloads are really important. So when you’re acquiring new users, you definitely want to look at who’s actually downloading your app, what channels are most effective at acquisition, what channels are actually bringing you high quality users.

You also want to look at new users and active users. So this is important. You want to make sure you’re not just acquiring a whole bunch of new users, but you want to make sure that you actually have a steady stream of people actively launching your app. So when we talk about engagement in just a second, we’ll show you why that’s important. But I think a lot of marketers make the mistake of doing a good job bringing people to their app download page, getting people to install the app, and then they’re really not concerned with if that user sticks around. For apps it’s really important. If people download your app, use it once and then never use it again, you’ve kind of failed.

Also for acquisition, demographics are really important for apps. So you especially want to look at where people are coming from; which on apps is really interesting because they might not be at home, they might be at home; as well as acquisition channels. So whether you have an android or an iOS app, the channels that your users come from are going to be pretty important, and if you’re already looking at web analytics, these will be familiar to you. You’ll see acquisition sources from search, hopefully from email campaigns. If you’re doing that to market your app via email, make sure you tag those links. And how people are coming to your page in the Play Store. In the iOS marketplace, it’s a little bit more of a black box, but certainly you’ll still want to take a look.

Next up under engagement, so engagement metrics are really important for apps. I’d actually say engagements are the most important metrics to look at, because, again, if people install your app once and never launch it again, you’ve kind of failed. So engagement flow is important for apps. These are reports we have in Google Analytics mobile app analytics, but certainly no matter what app analytics platform that you’re using, there will be a visualization tool to actually look at how people move through your app, as well, app screens, so what screens people look at. App screens is an interesting one because you could have a lot of people viewing multiple screens on your app. Is this a good thing? Maybe.

You want to take a look at are they actually accomplishing what you want, because you might have too many screens. What we’ve seen for apps is that by reducing the number of screens and perhaps putting more content on one screen that someone can slide through, get an overview of quickly, and then drill down into a more specific feature or screen on your app, you can increase the engagement with your app significantly rather than creating frustration if someone has to continue to click on different screens on your app to get to what they want. So I think you’ll notice a lot of the apps that are most sticky for you, at least I find, actually have less screens.

Loyalty and retention is really important. So whatever app analytics tool you’re using, you want to be looking at your loyalty reports to determine who’s launching your app, not just one or two times, but you want to see in a given month people launching your app 10 times, 11 times, 20 times, even 50 times.

So if your app is really sticky, people will be using it more consistently. So really, if you have a lot of people downloading your app, but then you notice those same users aren’t very loyal, they’re not launching your app a lot of times throughout the month, you want to reevaluate your app before you go out and do more acquisition, because there’s nothing worse than spending more money in online advertising and mobile app advertising to get more users if they’re not engaging with your app.

So figure that out soon. Make sure that your app is sticky. This is even more important than web because what you want ideally is you want to be using your analytics to make your app better, and you want it to be so good that it’s on the home screen of your user’s device. It’s not buried on a second or third screen that they never actually launch on their iPhone or on their Android.

So that gets us to outcomes, everyone’s favorite report. So if you’re kicking butt with acquisition and you have a really sticky app that people are using all the time, you’ll want to next focus on outcomes. So outcomes, similar to web, are really conversion areas for our app, where we’re actually making money; metrics that have economic impact for our business.

So, things like app sales, if people are actually buying your app, that would show up in outcome reports. Ad monetization, if you have in-app monetization for ads, that’s a great way to monetize your app. Especially if you have a game, it’s a great way to make money from your app using a tool like AdMob. You want to determine how you can maximize ad revenue without being intrusive, because you definitely don’t want to have an ad experience in an app that’s going to detract from the app.

You want to make sure that’s it’s a balance. If you’re a new site, you want to make sure that there are not ads coming over your content and causing users to accidentally click them. You want to make sure that the ads are relevant and that the ads are useful, and that they’re not disruptive to the experience.

You also want to consider in-app purchases. So if you’re a game app, for example, a lot of game apps are really successful at charging users to unlock secret features or extra things inside your app. Maybe it’s a way to get an advantage over the other players in the game. In-app purchases is a great way to do that. You want to measure those and determine which in-app purchases are sticky. I have a few friends that are app developers, and that’s the bread and butter of their monetization for their apps.

You’ll also want to look at goal conversion. So if you actually don’t sell anything in your app, if you’re, for example, E*Trade – and I have an E*Trade account, I’m a big fan of theirs – you would want to track goal conversions, such as maybe to them a goal conversion is me looking at the trade screen or me looking at my portfolio or some other action in the app. Because what you don’t want is to not know what success looks like in your app.

You want to understand what you want your users doing, and that way you can actually have some goals to measure against. If you’re not selling anything in your app, just like on web, assign a value to those goals. Because once you do that, all of these other buckets become more interesting when you can do segmentation and you want to look at, “Hey, what users on the acquisition side of the equation are actually coming through to purchase?” Or, “Which users are engaging really well, but aren’t necessarily making me more revenue?”

So you’ll want to segment that data, and you’ll want to look at which users are completing your desired goals. So that’s just a service level overview.

Some other things that I didn’t go through were the developer reports, like crashes and exceptions. Certainly, if you have an app, those are important as well. If you’re a marketer, look at those reports too, because you want to push your development team to eliminate any of the crashes in your app. Those aren’t good things. You can suffer attrition, certainly, unless your app is really, really sticky. People might launch it once, and enough crashes they might not ever come back. So those are important reports to look at too.

But I just wanted to provide an overview to you guys today. Hopefully, you are measuring apps right now. We have a free app analytics tool at Google.

But no matter what app tool you use, you definitely want to be measuring. Data is really important for apps. If you have any questions, feel free to tweet at me @AdamSinger. Always happy to help out with app measurement, and have an awesome weekend Mozzers.

Video transcription by Speechpad.com

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Subject Matter Experts and Their Role in Digital Marketing Strategy – Whiteboard Friday

Posted by Eric Enge

Establishing expertise and thought leadership is key to the success of your digital marketing strategy. In today’s Whiteboard Friday, learn how your team can work with (or become!) subject matter experts in your niche, giving consumers of your content a chance to learn from the best.










For reference, here’s a still of this week’s whiteboard!

Video Transcription

Good morning everybody in Moz land. I’m Eric Enge, I’m the CEO of Stone Temple Consulting. I’m here to do a Whiteboard Friday here for you today. By the way, I’m also co-author of “The Art of SEO” together with the beloved Rand Fishkin.

So I want to talk to you a little bit about subject matter experts and their role in your digital marketing strategy. They play an incredibly important role. I see lots of businesses out there that publish sites and they put content out there and there’s really no identity behind them. It’s really important because, at the end of the day, your target audience wants to attach to a person more than they want to attach to a nameless entity. They want to feel like they’re interacting with real people.

By the way, your subject matter expert could be subject matter experts, plural, and that’s good, but incredibly important that you have something, somebody where people can attach to them in a material way. And at the end of the day, from my perspective, you have to have an expert or go home. You’re just not going to be able to succeed in a big way going forward if you don’t have some sort of established expertise for your business. That’s my view of it. You just have to have that expert, or you need to go home.

So with that in mind, you run into the next problem. Your experts are human beings. There are 24 hours in a day, right? They have limited time to do what they need to do, and that actually limits how much scale you can get out of their activity. Maybe they only have two hours a day. And if that’s the case, then that limits how much content and how much communication of that expertise can happen out in the wild.

So I want to talk now a little bit about how do we scale their efforts so you get more out of your expert, and that’s where we lead to a few ideas I have over here. All right.

Best thing to do is see if you can get some smart young people, don’t necessarily have to be young, but smart people to assist your subject matter expert in a number of different ways. Some great things you can do to help them out, one is you can research article topics. I know for myself, when I get up on Saturday morning, which is when I tend to write my columns, I sometimes spend two hours trying to come up with an idea for what the column is going to be about. It can be very painful, very frustrating. If you have somebody there helping you, coming up with ideas and really giving you a set of things that you can look at and think about for that next column or blog post or whatever it is, it can be a big, big help for you.

You can even potentially have them draft articles for you. You need to be careful about this. I’m actually not a big fan of ghost writing, because keeping in mind that people want to attach to an expert, if the thing is truly ghost-written, well, it’s not really the expert that’s writing it, and to me that relationship gets weakened. So I think it’s very important to have the subject matter expert really be involved in writing the article. But you can have someone draft an article as long as the subject matter expert sort of recuts it and tears it apart, not just simple editing, but actually turns it into their own voice. Can be very helpful though to have that drafted article.

Find influencers. Very, very important thing to do. Who do you want that subject matter expert to build relationships with? That can be a lot of work to figure out too. You can use a variety of tools to figure this out. You can do social media research, just bum around on Twitter, Facebook, Google+, whatever your social site of preference is, or all of them, and help identify people that you want have the subject matter expert interact with. Figure out how to contact them, do research on what they like, help get that relationship process going. Subject matter expert has to be the one to do the outreach, but you can make it easier for them by doing some research up front.

Next thing, just monitoring social media sites. I’m going to use Twitter as an example. Find tweets by key people, maybe by influencers, maybe just by good friends. Have your assistant, basically, help the subject matter expert by monitoring, in this case Twitter, more frequently and more thoroughly than they can on their own. So that’s a very valuable service. So you look at tweets by key people and tweets by others, direct questions that get asked of you, or breaking news, all these sorts of things to allow the subject matter expert to be responsive without having to live in the social media site.

Next up, you can draft actually social media posts, be it a tweet or Google+ or Facebook or whatever it is, and then send your subject matter expert proposed things that they can put out on social media. Again, a big time-saver.

You can curate content for them. The assistant can go ahead and research other articles and find things going on and actually suggest comments on those articles.

Creating graphics, I’m lucky enough that I have someone who is able to create graphics for me. So I can walk in, in the morning and say, “Hey I want to do this post today,” and I can sketch out a little design, here’s what I want to do, I want this, sort of build a little design for them, and then they go off and create it and then two hours later I have a beautiful graphic which I can go ahead and use for my post. I actually end up with a lot of custom graphics in my posts that way, which is really cool.

They can also just edit your articles. Hopefully, that’s not too painful for them, because hopefully your subject matter expert is a good writer. But this is another valuable service. It’s really great to have that person, that other set of eyes on the article to help you with that.

The big key in all these services that I’ve talked about, which will help us lead to our happy SME down here in the bottom, is all about the relationship between the assistant and the subject matter expert. The assistant has to be doing things the subject matter expert finds valuable. So, if I’m a subject matter expert and I don’t find your curating content for me valuable because I’m just too opinionated or I don’t want to put that stuff out there, then having you do that for me doesn’t help. So the subject matter expert and the assistant or assistants, as the case may be, have to build a special relationship so that they understand how to work together and really make it work.

So that’s some ideas for you on how you take your subject matter expert, you give them a little more time, and help them scale their efforts, leading to a happy subject matter expert and good results for your business.

Thanks for listening to me today, and have a good day.

Video transcription by Speechpad.com

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Content Marketing: 5 questions to ask subject matter experts to get the ball rolling

Content marketing, at its essence, is really just a connection. It’s linking those who know something (subject matter experts) with those who want to know it. So, to help you generate content for your blogs, videos, email newsletters, podcasts, whitepapers, and the like, here are five general questions that we have found beneficial.
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