8/28/2011
5/04/2011
3/25/2011
Mercedes-Benz Makes a Safe Bet on Teens (via brandchannel)
Mercedes-Benz Makes a Safe Bet on Teens (via brandchannel)
Mercedes-Benz Makes a Safe Bet on Teens
Posted by Dale Buss on March 24, 2011 04:00 PM
Few of the students will ever get to own a Mercedes-Benz, but the German luxury auto maker has decided to launch a teen-driving school in the United States. It’s an interesting brand extension at a time when the top segment of the U.S. market has gotten more competitive than ever.
Maybe Mercedes-Benz executives just figure their predecessors are the ones that first foisted cars on the world over a century ago, so they’ve got a responsibility to make driving safer. Certainly, they’re looking at the success they’ve already had with a similar school in the UK.
But in announcing its plans this week to brings its Mercedes-Benz Driving Academy to the US, the company says it feels a sense of responsibility for helping to reduce the high incidence of inattentive driving and accidents among American teenagers and knocked the unimproved state of “driver’s ed.”
“Despite the dramatic changes in vehicles, highways, and the driving environment over the past 60 years, driver education remains relatively unchanged in the U.S.,” stated Alexander Hobbach, senior manager at Daimler AG.
“The skills required to simply get a license do not fully prepare young drivers to meet the demands of the road. Mercedes-Benz recognizes this issue and as a result is creating an educational program for the U.S. that is based on the best teaching methods and tools available.”
Although the company didn’t say specifically how it plans to address the issue, surely the rising problem of texting teens and distracted driving — which has been targeted by federal regulators and conceded by other auto makers — has to be high on the list for “German re-engineering” of how teenagers drive.
Mercedes-Benz provided few details for its plans or methods for the US school, although its press release does note that the instructional framework will include the notion of “restricted driving privileges once a novice driver starts driving solo.”
That sort of thing isn’t exactly likely to endear American teens to the Mercedes-Benz program, although it could be welcomed by their parents paying for the program. Then again, maybe that’s the point.
More about: Mercedes-Benz, Automotive, Education, Brand Extensions, Luxury, Teens, US
Mercedes-Benz Makes a Safe Bet on Teens
Posted by Dale Buss on March 24, 2011 04:00 PM
Few of the students will ever get to own a Mercedes-Benz, but the German luxury auto maker has decided to launch a teen-driving school in the United States. It’s an interesting brand extension at a time when the top segment of the U.S. market has gotten more competitive than ever.
Maybe Mercedes-Benz executives just figure their predecessors are the ones that first foisted cars on the world over a century ago, so they’ve got a responsibility to make driving safer. Certainly, they’re looking at the success they’ve already had with a similar school in the UK.
But in announcing its plans this week to brings its Mercedes-Benz Driving Academy to the US, the company says it feels a sense of responsibility for helping to reduce the high incidence of inattentive driving and accidents among American teenagers and knocked the unimproved state of “driver’s ed.”
“Despite the dramatic changes in vehicles, highways, and the driving environment over the past 60 years, driver education remains relatively unchanged in the U.S.,” stated Alexander Hobbach, senior manager at Daimler AG.
“The skills required to simply get a license do not fully prepare young drivers to meet the demands of the road. Mercedes-Benz recognizes this issue and as a result is creating an educational program for the U.S. that is based on the best teaching methods and tools available.”
Although the company didn’t say specifically how it plans to address the issue, surely the rising problem of texting teens and distracted driving — which has been targeted by federal regulators and conceded by other auto makers — has to be high on the list for “German re-engineering” of how teenagers drive.
Mercedes-Benz provided few details for its plans or methods for the US school, although its press release does note that the instructional framework will include the notion of “restricted driving privileges once a novice driver starts driving solo.”
That sort of thing isn’t exactly likely to endear American teens to the Mercedes-Benz program, although it could be welcomed by their parents paying for the program. Then again, maybe that’s the point.
More about: Mercedes-Benz, Automotive, Education, Brand Extensions, Luxury, Teens, US
3/24/2011
The Measurement Menaces of the Month: People who Perpetuate the Myth that There Is One Simple Answer to Social Media ROI. - The Measurement Standard: Blog Edition
The Measurement Menaces of the Month: People who Perpetuate the Myth that There Is One Simple Answer to Social Media ROI. - <i>The Measurement Standard: Blog Edition</i>
« Matt Kelly and Dustin Supra are the Measurement Mavens of the Month | Main
March 24, 2011
The Measurement Menaces of the Month: People who Perpetuate the Myth that There Is One Simple Answer to Social Media ROI.
As I’ve said elsewhere recently, there is no single easy answer to social media ROI measurement. Right now there are at least half a dozen august bodies trying to define a standard. Which, so far, has meant at least six different standards. (See The Paine of Measurement in this month’s issue.)
ROI Does Not Mean “Results”
To make matters much worse, the term ROI is very commonly misused to mean “whatever you get for your efforts.” One more time for the record: ROI is a standard accounting calculation meaning “percent return on a financial investment.”
The disheartening tendency to misdefine the term ROI causes confusion and miscommunication. Especially between the people who use it incorrectly and the board room. Who definitely do not use it incorrectly. (See, for instance, “The Dumbing-Down of "ROI:" Shel Holtz Makes Sense of It”.)
A recent study by Tom Watson, Professor of PR at The Media School at Bournemouth University in the UK, found that 66% of PR people he surveyed used the term regularly but only 14% used it in the context of financial objectives. (Download WatsonROIpaperIPRRC2011) In fact, among the PR professionals he surveyed, 64% didn't think there should be a standard definition of ROI! Even worse, about 10% said they used an AVE-based formula. Talk about menaces!
Those who try to dumb down social media ROI do themselves and the industry no favors. For a particularly egregious example, take Mia Iverson’s attempt to tackle social media ROI. Her “formula” for ROI calculation is not even remotely related to real ROI. And to put initials around it doesn’t change that fact. (Honestly, Mia, “SMROI?” It sounds like something you would eat around a campfire. I’d love to see your COO or CFO’s reaction.)
Mia uses tweets and likes for the “R” in ROI. She suggests that you take the “desired action” (the likes or click throughs) and divide by the total impressions. To quote: “...you can take your number of followers [impressions] and the number of click throughs [desired actions] and calculate your ROI accordingly. Problem solved.”
WTF?
ROI is Not That Simple
My point here is not to dump on Mia or blame her or anyone else struggling to simplify metrics. My point is that it’s just not that easy. The elusive ROI Magic Formula is not going to be discovered by just picking up a couple of numbers that are lying around the Internet. As with anything else, it’s Garbage In, Garbage Out. If you aren’t willing to do some hard work up front, you will get garbage for metrics. I can’t say it better than Amber Naslund already has.
So, folks, calculations like Mia’s are like trying to get to the moon on a tricycle. Yes, it’s a lot easier to ride a tricycle, but it really doesn’t get you anywhere close. Next time someone tries to feed you a simple ROI calculation for social media, please congratulate them on being a Measurement Menace of the Month. —KDP
A really big thanks to Tom Humbarger for the Oreo cookie illustration.
« Matt Kelly and Dustin Supra are the Measurement Mavens of the Month | Main
March 24, 2011
The Measurement Menaces of the Month: People who Perpetuate the Myth that There Is One Simple Answer to Social Media ROI.
As I’ve said elsewhere recently, there is no single easy answer to social media ROI measurement. Right now there are at least half a dozen august bodies trying to define a standard. Which, so far, has meant at least six different standards. (See The Paine of Measurement in this month’s issue.)
ROI Does Not Mean “Results”
To make matters much worse, the term ROI is very commonly misused to mean “whatever you get for your efforts.” One more time for the record: ROI is a standard accounting calculation meaning “percent return on a financial investment.”
The disheartening tendency to misdefine the term ROI causes confusion and miscommunication. Especially between the people who use it incorrectly and the board room. Who definitely do not use it incorrectly. (See, for instance, “The Dumbing-Down of "ROI:" Shel Holtz Makes Sense of It”.)
A recent study by Tom Watson, Professor of PR at The Media School at Bournemouth University in the UK, found that 66% of PR people he surveyed used the term regularly but only 14% used it in the context of financial objectives. (Download WatsonROIpaperIPRRC2011) In fact, among the PR professionals he surveyed, 64% didn't think there should be a standard definition of ROI! Even worse, about 10% said they used an AVE-based formula. Talk about menaces!
Those who try to dumb down social media ROI do themselves and the industry no favors. For a particularly egregious example, take Mia Iverson’s attempt to tackle social media ROI. Her “formula” for ROI calculation is not even remotely related to real ROI. And to put initials around it doesn’t change that fact. (Honestly, Mia, “SMROI?” It sounds like something you would eat around a campfire. I’d love to see your COO or CFO’s reaction.)
Mia uses tweets and likes for the “R” in ROI. She suggests that you take the “desired action” (the likes or click throughs) and divide by the total impressions. To quote: “...you can take your number of followers [impressions] and the number of click throughs [desired actions] and calculate your ROI accordingly. Problem solved.”
WTF?
ROI is Not That Simple
My point here is not to dump on Mia or blame her or anyone else struggling to simplify metrics. My point is that it’s just not that easy. The elusive ROI Magic Formula is not going to be discovered by just picking up a couple of numbers that are lying around the Internet. As with anything else, it’s Garbage In, Garbage Out. If you aren’t willing to do some hard work up front, you will get garbage for metrics. I can’t say it better than Amber Naslund already has.
So, folks, calculations like Mia’s are like trying to get to the moon on a tricycle. Yes, it’s a lot easier to ride a tricycle, but it really doesn’t get you anywhere close. Next time someone tries to feed you a simple ROI calculation for social media, please congratulate them on being a Measurement Menace of the Month. —KDP
A really big thanks to Tom Humbarger for the Oreo cookie illustration.
3/22/2011
東京電力供給エリアのマクドナルド店舗営業時間に関する運用変更のお知らせ
McDonald Japan resumes its service around Japan including Sendai City. 24 Hour services are also available at designated stores.
対象店舗 － 3月21日（月）までの24時間営業は20店舗 → 3月22日（火）から204店舗
※23日（水）から沼田インター店を追加し計205店舗
東京都 70店舗 Tokyo
神奈川県 37店舗 Kanagawa
千葉県 19店舗 Chiba
埼玉県 17店舗 Saidama
群馬県 15店舗 kunma
茨城県 11店舗
栃木県 18店舗
山梨県 6店舗 Yamaishi
静岡県 12店舗
対象店舗 － 3月21日（月）までの24時間営業は20店舗 → 3月22日（火）から204店舗
※23日（水）から沼田インター店を追加し計205店舗
東京都 70店舗 Tokyo
神奈川県 37店舗 Kanagawa
千葉県 19店舗 Chiba
埼玉県 17店舗 Saidama
群馬県 15店舗 kunma
茨城県 11店舗
栃木県 18店舗
山梨県 6店舗 Yamaishi
静岡県 12店舗
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