page contents Automotive Thought Leadership: Ralph Paglia: April 2011 My title page contents

Wednesday, April 27, 2011

Don't Like How Web is Impacting Auto Industry? Blame It On The Kids! - Automotive Digital Marketing Professional Community

Don't Like How Web is Impacting Auto Industry? Blame It On The Kids! - Automotive Digital Marketing Professional Community

"something disruptive, this way comes. And the truth is, it’s been a long time coming. How we consume information is moving away from the paper we hold in our hands and also the inner sanctum of family, the living rooms where we huddle around televisions. In fact, Forrester Research recently published a report that documented, for the first time, we spend as much time online as we do in front of a television. Indeed the battle for your attention will materialize across the four screens, TV, PC, mobile, and tablets." -- Brian Solis

Tuesday, April 26, 2011

Automotive industry site metrics

Please check out the site metrics on this web page:

We invite you to post your articles and commentary on the most popular and visited auto industry network site... 

Ralph Paglia
Vice President


Ford Motor Company [NYSE: F] today reported first quarter 2011 net income of $2.6 billion, or 61 cents per share, an increase of $466 million, or 11 cents per share, from first quarter 2010 as fuel-efficient new products, continued investment in global growth and the strengthening of Ford's core business boosted results.

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Vice President
Tier 10 Marketing
cell: 505-301-6369 
fax: 801-340-8918

In the Car Business? Really? Then you are a member:

Thursday, April 21, 2011



From electing an American president to toppling an Egyptian dictator, there seems to be no limits to what social media can do, but what about driving profitable business into today's dealership?
This session will showcase several actual case studies of social media marketing initiatives that have produced measurable and successful results for the dealers that executed them. An emphasis will be placed on each example's coordination with both off-line and online communication channels driven by an integrated marketing strategy. Attendees will learn how to create viral marketing impact using contests and a system that rewards consumers for spreading the word about the dealership. Online resources will be provided along with reference handouts in printed format providing attendees with valuable tools that they can make use of to promote their dealership before leaving the conference. The use of Google Analytics, content syndication, article marketing, Facebook pages, Twitter link campaigns and how to leverage a dealership's Facebook Fan base as a marketing database will each be demonstrated from the perspective of dealers who have done what many consider to be the future of marketing… today.

Outline: What action items will they take back to the dealerships?:

How to create successful viral marketing campaigns using contests and a system of sharing entries among friends and co-workers to spread the word. Attendees will receive handouts providing valuable tools. How to use Google Analytics, content syndication, article marketing, Facebook pages, Twitter link campaigns and a dealership's Facebook Fan base as a marketing database.
1. Create a Facebook advertising campaign that drives dramatic increases in a dealership's Facebook fan base.

2. Use the little known Facebook page "Updates" application as a free marketing tool to send messages and links to all of the dealership's Facebook fans without spam filter interference.

3. Design and build an online contest that uses prizes and awards to drive automotive consumers towards submitting contest entries that create an active and dynamic marketing database for the dealership.

4. Connect the dealership's blogs, social media accounts and profiles with Facebook, Twitter, YouTube and other sites so that dealers can post once and have their messaging, photos and videos appear in many places across the social web.
logoRalph Paglia has 20-plus years of leadership in information technology enabled automotive marketing strategy and tactical implementation. Widely known as the outspoken director of digital marketing at ADP Dealer Services, Paglia is now the vice president of digital at Tier 10 Marketing. He is also the founder and editor-in-chief of America's leading social network for automotive marketing and sales professionals. The Automotive Digital Marketing (ADM) Professional Community provides an online exchange for strategies, tactics, best practices, files, images, videos and professional networking amongst marketing professionals working in the car business. Paglia has presented critically acclaimed workshops at each of the nine previous Digital Dealer conferences.

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Vice President
Tier 10 Marketing
cell: 505-301-6369 
fax: 801-340-8918

In the Car Business? Really? Then you are a member: 

Monday, April 18, 2011

10th Digital Dealer Conference & Exposition on foursquare

Hey there, I thought you should check out this place I found on foursquare:

10th Digital Dealer Conference & Exposition
9939 Universal Blvd
Orlando, FL

Sent with foursquare

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Vice President
Tier 10 Marketing
cell: 505-301-6369 
fax: 801-340-8918

In the Car Business? Really? Then you are a member: 

Saturday, April 16, 2011

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roll

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roller Derby Rocks! Visit and join today...

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roll

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roller Derby Rocks! Visit and join today...

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roll

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roller Derby Rocks! Visit and join today...

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roll

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roller Derby Rocks! Visit and join today...

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roll

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roller Derby Rocks! Visit and join today...

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roll

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roller Derby Rocks! Visit and join today...

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roll

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roller Derby Rocks! Visit and join today...

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roll

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roller Derby Rocks! Visit and join today...

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roll

AZ Derby Dames Action at Veteran's Stadium in Phoenix - Roller Derby Rocks! Visit and join today...

AZ Derby Dames Preshow Action at Veteran's Stadium in Phoeni

AZ Derby Dames Preshow Action at Veteran's Stadium in Phoenix - Roller Derby Rocks! Visit and join today...

AZ Derby Dames Preshow Action at Veteran's Stadium in Phoeni

AZ Derby Dames Preshow Action at Veteran's Stadium in Phoenix - Roller Derby Rocks! Visit and join today...

Sunday, April 10, 2011

Social Media Marketing Predictions for Remainder of 2011

social media viewpointsHow will social media impact marketers and businesses in 2011? We sought expert opinions from a wide range of pros you're likely familiar with.

Since we started Social Media Examiner in October 2009, we've published more than 280 articles. These original posts were written by dozens of social media professionals.

We decided to tap their knowledge and expertise to see what's likely coming next year. Here are their predictions for where social media is headed in the next 12 months.

#1: Marketers will have more tools to stimulate conversation.

tom martin

Tom Martin

"Social Media will become Conversational Marketing and its practitioners will shift their focus more to ideas and technologies that can create or stimulate conversation versus simply focusing on the engagement in conversation. These technologies will be very data measurement–driven, like QR codes for instance. By making this shift, social media consultants will retain and improve their standing within the internal ROI-driven cultures of today's companies."

Tom Martin is founder of Converse Digital. He works with companies and ad agencies to help them monitor, create and engage in digital conversations to grow market share or increase customer loyalty.

#2: More companies will invest in social media.

nichole kelly

Nicole Kelly

"As paid search traffic and conversion rates continue to decline and become more expensive, companies will start looking to social media to replace volume. Therefore,measuring the ROI of social media will become a top priority as companies consider expanding budgets and staff members for social media–related activities."

Nicole Kelly is the director of social media for CareOne Debt Relief Services and is passionately working to understand and help define social media measurement.

#3: Social media will become mainstream.

debbie hemley

Debbie Hemley

"In 2011, the social media dust will finally settle and folks will stop referring to it as 'new' media. Social media will take its rightful place on the editorial calendars and budgets of corporate marketing departments. The calls to action will reverberate virtually and within the brick-and-mortar planning rooms of corporate marketing departments. Those who hadn't before will report reading online news, magazines and books; and watching more full-length and short videos on a myriad of screens and devices than they did in 2010. We will catch up with friends and colleagues as we leap from one geolocation to the next."

Debbie Hemley is a blogger and nonfiction writer. She writes about social media, marketing and writing.

#4: Quora will leave beta and become a serious player in social networking.


Peter Wylie

"Quora is superior to any other question-and-answer platform in terms of quality, and it has fantastic technologists working on the product to help it scale.  Its experiment with setting up Twitter handles for every topic on the site using Mechanical Turk was genius, and it shows a clear strategic desire to integrate more closely with other social behavior.  Expect Quora to be brought up in conversation with Twitter, Facebook, LinkedIn and YouTube in 2011."

Peter Wylie is lead researcher for Three Ships Media, an emerging media marketing company that specializes in using blogs and social networks to connect clients with target customers.

#5: People will demand more from social media.

jason falls

Jason Falls

"Business will demand more business-driving proof, readers will demand more substance to blogs and those who are practitioners will have to demand excellence out of themselves. This will go a long way in cleaning up the industry, in my opinion. The 'gurus' will fade away while the practitioners excel. If you aren't moving the needle, you're done."

Jason Falls is principal of Social Media Explorer, a social media marketing consulting firm based in Louisville, KY. He is the author of the popular industry

#6: Social media will no longer be something the "cool kids" are doing.

lewis howes

Lewis Howes

"Social media is something all entrepreneurs and businesses have to do if they want to succeed going forward. In the last year, we've seen many start to jump in and experiment with various campaigns on Twitter, Facebook and geolocation networks. Going forward, we'll continue to see more of that and I see mobile and social media meshing even more.  There will start to be actual numbers and statistics to back up what works and what doesn't.  2011 will be an interesting year during which creativity will continue to thrive, yet social media will start to gain solid support with evidence that it does in fact work."

Lewis Howes is the author of two books on the topic of LinkedIn and runs the largest resource of sports social media marketing content online.  Learn more

#7: Facebook will become a real ecommerce platform.

tim ware

Tim Ware

"I predict Facebook will launch a Facebook-based ecommerce payment system so that users can truly complete the entire checkout process without leaving Facebook. No iFrames, no logging in to your Paypal account, etc. Look out, Paypal!"

Tim Ware is the owner of HyperArts Web Design, helping businesses build and promote their web presence. His focus these days is Facebook app development and Static FBML.

#8 Social communication skills will get better.

linda coles

Linda Coles

"We will all get cleverer with how we communicate online and add a little etiquette as we realize we are not simply communicating with another computer, but a warm-blooded human. Networking and developing relationships online is no different than offline, so let's stop treating it differently. The Internet has simply increased its scale."

Linda Coles of Blue Banana is a sought-after speaker who also runs various workshops and seminars on how to use social media tools effectively and productively.

#9: Social media will expand through creativity, diversification and content.

terry lozoff

Terry Lozoff

"Tumblr saw a decent amount of buzz in the business world during the latter part of 2010, but still has a relatively light presence in the corporate world. Following in the footsteps of brands like Huggies and news organizations like Newsweek and The New Yorker, more brands and content-based organizations will take a longer look at Tumblr in 2011, and how to engage with a new base of consumers through this channel, as well as others in the social periphery."

Terry Lozoff is the president and CEO ofAntler, an experiential and digital marketing agency based in Boston, MA.

#10: Internet noise will reach rock-concert levels.

dino dogan

Dino Dogan

"Three to four billion people are currently NOT online. However, given the growth and adoption patterns over the last 10 years, I wouldn't be surprised if by the end of 2011, more than 4 billion people are using the Internet, effectively doubling the current Internet population. Where is this growth coming from? This new emerging market is coming from Africa, the Middle East and South America. In 2011, a new playing field will open up filled with people hungry for specificity, quality and education."

Dino Dogan is a blogger, writer, motorcyclist, dog trainer, singer/songwriter and martial artist. He's currently working on Human-Dog Problem Tree, a thesis in human-dog relationships. His home is atDIY Blogger.

#11: Social media will become targetable.

jay baer

Jay Baer

"2011 will be the year of convergence and integration. We've been talking about 'one-to-one marketing' for 20 years, but in 2011 we'll finally start to see it become a reality. We'll start to be able to send an email only to customers who clicked a particular bit.lylink on Twitter. We'll be able to send a Facebook status message only to customers who visited a particular page on our website. We'll be able to meaningfullysegment our social communication, and that will make social far more useful for companies and organizations of all sizes and levels of sophistication."

Jay Baer is a hype-free, tequila-loving social media strategist, speaker and coach. He's the author of Convince & Convert, one of the planet's most popular social media blogs. And his latest book is The Now Revolution.

#12: Social media will become more cross-functional.

jacob morgan

Jacob Morgan

"Social media will branch out from typically being owned by PR and/or marketing departments.  Social media itself will be seen as just a channel instead of a panacea for solving all organizational business problems.  Social media will also be looked at as more than just an external-facing communication channel; it will be perceived as an internal communication channel.  I think we will also see a broader movement toward 'social customer' strategy, which seeks to solve organizational business problems as they pertain to customers. This means integrating people, process and technology."

Jacob Morgan is the principal of Chess Media Group, a social business consultancy focused on customer and employee engagement strategies, and authors a popular blog on Social CRM and Enterprise 2.0.

#13: Small businesses will stand a better chance of competing with the bigger names.

ching ya

Ching Ya

"2011 will be the year where social media can be a game-changer for many sectors. Data on user experience and personalized sharing will be more emphasized than ever, but so will be the dispute about privacy and where the line should be drawn. Profile security will probably be another huge issue that requires a clear standard and resolution from the authority."

Ching Ya is the author of Social @ Blogging Tracker. She provides Facebook customization service for small business.

#14: There will be a shakeout in second-tier social media platforms.

rich brooks

Rich Brooks

"This shakeout will leave Facebook, Twitter and LinkedIn as the only viable social media platforms for business. They will continue to steal ideas from each other to where their services overlap and they'll all become a bit homogeneous, leaving an opportunity for a disruptive technology in 2012. In addition, prominent B-schools will start promoting their social media course loads, legitimizing social media for giant corporations. Finally, Justin Beiber will cause a massive overload of the social media networks, forcing us all to re-evaluate our priorities."

Rich Brooks is president of Flyte New Media, a web design and Internet marketing company helping small businesses succeed with SEO, blogging, email marketing, social media and websites that sell.

#15: 2011 will be the breakout year for social search.

jeff korhan

Jeff Korhan

"There will be less noise as marketers seek more personalized interaction with consumers.  Fresh and creative methods of social marketing that encourage engagement will become the norm—along with a noticeable decrease in traditional brand marketing.  This progressive use of social media for what it does best will generally result in business becoming profoundly social."

Jeff Korhan is a professional speaker, consultant and columnist on new media and small business marketing. Read more on his website.

#16: Content marketing will drive social media forward.

kristi hines

Kristi Hines

"More businesses will continue to jump into social media, but instead of pushing sales pitches, they will be pushing content in the form of blogs, infographics, ebooks, whitepapers, free reports and much more.  Content development is growing in popularity, and social promotion—when done correctly—is the best way to make content marketing successful.  The only real issue with this will be if businesses go overboard pushing poor content in an attempt to try to get it to go viral."

Kristi Hines is an Internet marketing specialist with Vertical Measures and author of Kikolani, a blog that focuses on social media and networking strategies for successful bloggers and businesses.

#17: Social media will have an ever-larger impact in the search engine rankings.

jim lodico

Jim Lodico

"In the same way that the search engines currently value incoming links as a way of giving credibility to a website, I think we will also see Facebook Likes, tweets and other forms of social media sharing working their way into the formula. From a publishing perspective, this isn't a big change. High-quality, outstanding content is still key to an organic SEO campaign. Publishers (and who isn't a publisher these days) need to create content that others will want to share and make it easy for them to do so with Facebook Like buttons, Tweet This buttons and other easy-to-use social media tools built right into the post. Visitors should be encouraged to share across social media channels, especially as this sharing starts to play a more important role in the search engine rankings."

Jim Lodico is a copywriter and marketing consultant specializing in creating powerful content and teaching businesses how to use blogs.

#18: Curation tools will become the primary way people use social media.

jamie beckland

Jamie Beckland

"I could tell you that all key metrics (like time spent, amount of content generated and influence) around social media will hit new records in 2011, but you already knew that, didn't you? With hundreds or thousands of online connections, it's impossible for people to keep track of all of the great content from their social network. In 2011, we will reach a tipping point, where there is no way to manage social media without a curation tool. From Facebook's Top News to Cadmus to Google Reader, filtering and prioritization is already a thorny challenge. In 2011, it will become a crisis as the number of voices, and number of channels, continue to explode. Look for a new set of consumer-oriented tools to lead the way, as business tools for marketers lag."

Jamie Beckland creates social and emerging media programs for White Horse, a digital marketing agency, and has built online communities since 2004.

#19: 2011 will be a year of listening, courage and enabling.

ekaterina walter

Ekaterina Walter

"More and more brands will realize the power of listening before engaging (and not the other way around). I anticipate more brands will have the courage to open up and truly and humanly participate, not just broadcast. Brands are also realizing how critical it is to fully enable their employees to become brand ambassadors, hence you see more brands creating internal university-like training around social media and putting Social Media Center of Excellence functions in place. This list is not exhaustive at all, but it demonstrates that more brands are going back to marketing basics and focusing on their objectives, their stories and on empowering internally rather than on technologies and platforms."

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Vice President
Tier 10 Marketing
cell: 505-301-6369 
fax: 801-340-8918

In the Car Business? Really? Then you are a member: 

Friday, April 8, 2011

90% of Professional Marketers Use Facebook

9 in 10 Marketers Use Facebook »
scroll down to read the full story

9 in 10 Marketers Use Facebook

socialmediaexaminer-social-media-tools-apr11.gifNine in 10 marketers (92%) use the Facebook social network as a marketing tool,according to a new survey from SocialMedia Examiner. Data from "2011 Social Media Marketing Report" indicates Facebook is the most popular social network among marketers by a wide margin.

Twitter, LinkedIn Also Popular

The second-most-popular social network among marketers, Twitter, has an 84% adoption rate, meaning Facebook is almost 10% more popular than its closest competitor as a marketing tool. The professional networking site LinkedIn comes in third with 71% marketer adoption. Rather than a specific network, blogs follow with 68% usage, and YouTube/other video sites are used by 56% of marketers.

There is a substantial dropoff of more than 50% between the marketer adoption rates of YouTube/other video sites and their closest competitor, social bookmarking/news sites, used by only 26% of marketers. MySpace comes in last with only 6% adoption as a marketing tool.

7 in 10 Marketers Want to Learn More about Facebook

social-tools-learn-more-apr-2011.JPGIn addition to being the social network used most frequently by marketers, Facebook is also the social network the highest percentage of marketers (70%) want to learn more about. There are some discrepancies between this list and the list of most popular social networks, as blogs closely follow with 69% of marketers wanting to learn more.

Social bookmarking/news sites and Twitter tie for third with 59% of marketers wanting to learn more, and 55% want to learn more about both LinkedIn and YouTube/other video sites. About 67% more marketers want to learn more about MySpace (10%) than are currently using it.

9 in 10 Marketers Use Social Media

Ninety-three percent of marketers use social media to market their businesses, according to other survey findings. Data from "2011 Social Media Marketing Report" also indicates a significant 90% of marketers said that social media is important to their businesses.

About the Data: In January 2011, SocialMedia Examiner posted a survey link on Twitter, which was reposted on other social media networks including Facebook and LinkedIn. SocialMedia Examiner also emailed a list of 50,000 marketers. After 10 days, the survey was closed with 3,342 participants.


Most Marketers Keep Social Media In-house

Roughly seven in 10 (72%) marketers who engage in social media marketing efforts do not outsource those efforts, according to the "2011 Social Media Marketing Report" from SocialMedia Examiner. However, SocialMedia Examiner notes the number of those who are outsourcing social media efforts has doubled since 2010, from 14% to 28%. Design/Development Most Often Outsourced Among [...] More »

FSIs Dominate CPG Coupons

CPG marketers allocated the largest share of their coupon distribution to free standing inserts (FSIs) during 2010, according to a new study from NCH Marketing. Data from "NCH Annual Coupon Facts" indicates FSIs accounted for roughly 88% of CPG coupons in 2010, with all other forms of media comprising the remaining 12%. In-store Handout Most Popular [...] More »

'Behind the Curve:' Week Ending April 8, 2011

Below are some links to recent research news, studies and lists from the collection of items that MarketingCharts didn't get to writing up this week, but still may be worth a peek: US Console Gaming: The Living Room and Beyond You Gave WHO My Email Address? 210 Million Connected Cars by 2016 Social Ads Spur Big Engagement Opportunities Mobile Searchers [...] More »

Average Consumer Will Spend 10% More on Easter This Year

The average adult US consumer is expected to spend $131.04 on everything from candy to clothes for the Easter 2011 holiday (April 24, 2011), up 10% from last year's $118.60, according to a new survey from the National Retail Federation and BIGresearch. Despite this increase in average spend per person, about 64% of respondents to [...] More »

9 in 10 Marketers Use Facebook

Nine in 10 marketers (92%) use the Facebook social network as a marketing tool, according to a new survey from SocialMedia Examiner. Data from "2011 Social Media Marketing Report" indicates Facebook is the most popular social network among marketers by a wide margin. Twitter, LinkedIn Also Popular The second-most-popular social network among marketers, Twitter, has an 84% [...] More »

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Vice President
Tier 10 Marketing
cell: 505-301-6369 
fax: 801-340-8918

In the Car Business? Really? Then you are a member: 

Tuesday, April 5, 2011

Twitter Founder on Revolution

Twitter Co-Founder Jack Dorsey and the Ideas that Sparked a Revolution

Posted: 04 Apr 2011 07:08 AM PDT

Part two in a four-part series on innovation and change as the new schools of business management…

Jack Dorsey is the co-founder of Twitter and Square. He has since rejoined Twitter as Executive Chairman and will focus on product development to further Twitter's mainstream appeal. He also remains CEO of Square. What follows is my uncut interview with Dorsey for a recent Entrepreneur Magazine cover story.

Maybe you have to have helped conceive Twitter to be bold enough to take on a change-resistant industry like the financial sector. That's what Jack Dorsey, a co-founder of the ubiquitous 140-character phenom, is doing with his newest endeavor, Square. It aims to transform any mobile device into a credit card reader, allowing any business to accept credit cards and process transactions in less than 10 seconds. Dorsey's simple vision is to make payment systems more accessible. Two great ideas…two great companies.

Sarah Lacy, Silicon Valley pundit and Web 2.0 author, once noted of tech entrepreneurs, "Once you're lucky, twice you're good." Such is true for Jack Dorsey. Perhaps Mr. Dorsey isn't a household name yet like say, Mark Zuckerberg. But, that's all about to change. Jack is the co-founder of a fledgling startup that you may have heard of. Along with Biz Stone and Evan Williams, Dorsey co-founded microblogging sensation Twitter in 2006. The idea was unconventional in its inception, but pioneering in its capacity. Not only has it changed how people share information, it is changing how people create and consume information, 140 characters at a time.

Before Twitter hatched, Dorsey's lifework focused on developing dispatch software to track ambulances and taxis to visualize where they were and what they were doing. As he'll tell you, he fell in love with visualizing cities to uncover what did and didn't work and also how to invent solutions to streamline the system.

In 2000, Dorsey realized that his work was missing something vital to these cities, the very citizens who populated them. Like ambulances and taxis, he wanted to better understand where his friends were and what were they doing. His vision was to capture and share experiences in the moment, "If I were in the middle of Washington Square Park, I could share the experience in real time using a mobile device. But in 2000, it was a bit too early, and the idea didn't work out so well."

Dorsey put the idea to rest. Fast forward five short years. As always, technology marches ahead and by 2005, advancements in mobile communication and adoption set the stage for idea 2.0. At the time, SMS was taking off in the U.S. and was already widely adopted in Europe and around the world. By 2006, it was time to revisit his plans and introduce the world to the live web.

Tweet This: An Idea Reborn

At the time, Dorsey was employed by Odeo, a podcasting company where Evan Williams was an investor and founder. For those who don't know, Williams was the inventor of not only the term "blogger" but also was the founder of the weblog authoring web applications of the same name. It would eventually sell to Google and the proceeds of that deal would lay the foundation for Twitter. Unlike the success Williams found at Blogger, Odeo was on a path toward uncertainty. The team sought the next big thing and during what is now considered a revolutionary series of deep company soul searching, Jack presented his concept for "" The idea was to text message what you were doing and have a group of friends follow along. What was once a system for tracking ambulances and taxis would now set the stage for creating a dispatch service that connected people through their phones and text messaging.

Odeo embraced Jack's idea and dedicated staff and resources to developing version 0.1. eventually was code-named twttr, inspired by the Yahoo-owned social photo network Flickr as well as the fact that American shortcodes are five characters long. Eventually named Twitter, the micro-blog as it was originally referred to, would combine mobile and web services, and limit communications between its users to 140 characters with each message. Jack found that the constraint of 140 characters was actually easier to approach and thus reducing the barriers to entry. Messages evolved into "tweets" and suddenly, everyone with a phone or computer represented a potentially new connection.

Don't Call it a Social Network: Twitter as an Information Network

But Twitter quickly evolved into something much more than a messaging or friend tracking service, it became a medium for reporting experiences to highly connected audiences. "Twitter is about simplicity. The constraint of 140 characters is easy to approach and consume, without a great deal of barriers to entry. One message and suddenly the whole world has access to that Tweet."

Jack's idea for Twitter is also transformative in that it's not designed to be a social network, but instead it serves as a raw utility. It was unique in terms of how people approached and defined it and as Jack described, "there wasn't a lot of product definition around it. People could report about the earthquakes they just felt, what they had for breakfast, and each time they Tweet, it sparks interaction."

The evolution of human communication was introduced to a new branch off the main road. Tweets now served as the impetus to engender reactions that would lead to responses, Retweets (sharing the Tweets of others), memes (threads dedicated to the subject), and also real world, face-to-face interaction. Each time, these exchanges further relationships in any given direction.

But Jack's vision also proved to have a dramatic near-term impact on human connections that's quite literally making the world not only a much smaller place, but also more empathetic.

The 2009 election in Iran was forever immortalized because of Twitter. It served as the catalyst for humanizing the experiences of real people during times of political and civil unrest. The whole world watched as Iranian people took to services like Twitter to voice their emotions and share snapshots of everything the Iranian government tried to suppress. Twitter became a platform for protests. In just a few years, Twitter had also emerged as a global network for spreading news and events, as they happened, much faster than any news network could report. From dispatch to My.Statu.s to Twttr to Twitter, Jack's vision essentially created a real-time system for tracking the pulse of a global community and the experiences of everyday people.

"The more we share what's happening around us, the more we understand how someone lives their life. The greater the understanding we have, the more empathy we have for each other. By and llarge, that reduces conflicts. When you have an understanding of how someone else lives, the less likely it is that you conflict with them."

Fitting a Square Peg into A Round Hole

Sometimes lightening strikes twice and with Jack, the unique combination of financial crises, the ability to spot opportunity, combined with a little luck, would prove fortuitous.

Jack was set to disrupt an industry impervious to the constant pace of Silicon Valley innovation, the financial sector. In order to do so, he credits three takeaways he gleaned from his experience at Twitter:

1. The concept of immediacy helps bring people into the content and encourages personal publishing and resulting subscriptions

2. Being transparent about what's happening makes exchanges and transactions more human

3. As a result, we are creating a dynamic where people and organizations are inherently more approachable.

These three lessons would serve as the foundation for targeting the financial world, as he observes, "The financial world has long been missing immediacy, transparency, and approachability and this is what's needed now."

As with many ideas, necessity serves as the mother of invention. Jack's partner and co-founder Jim McKelvey is also an accomplished glass artist. But because he could not accept credit cards as payment, he was unable to sell his work to meets its true potential. Discouraged by the arduous and intimidating process of accepting payments via plastic cards, Dorsey focused on developing a solution that worked for everyday people who also happened to run businesses of varying size and scope.

Indeed, payment systems were in dire need of access and incorporation to keep pace with the evolution of commerce. Jack envisioned an idea where payment systems would become approachable, sociable and actionable. And thus, Square was born, ironically, next door to the old US Mint in San Francisco.

Innovation in a Time of Financial Crisis

They say timing is everything and certainly Dorsey would agree. At the time Square was coming to life, the financial industry was experiencing a meltdown, and while it was a painful experience for many, it also opened the doors to opportunities for innovation and new partnerships.

"At the end of 2008 and in early 2009, the market was resetting itself with the clearing of existing management teams across the board. MasterCard and VISA were under a serious microscope by the Federal Government, So everything was in place to do something. We were able to quickly move in and talk to the right people in order to do some very interesting things quickly."

Square was the merging of several important elements: technology, mobile, social, and financial.

90% of the world uses plastic cards to pay, but only about 2% of merchants can accept them. Since a sweeping majority of consumers rely on cards, Square was faced with the challenge of replicating the simplicity on the receiving end. The team set out to transform payments to create as Dorsey describes, "A magical experience around payments and what it means to pay people. Innovation could impact everything, making payments, faster, richer and more information dense as well as actionable and memorable."

Creating a Magical Experience Around Payments

Jack looked to Apple's in-store payment network when designing the Square experience. Rather than forcing people to stand in line behind a cash register, he appreciated the process of swiping a card right at the moment of decision. Thus, he set out to extend that "magical" experience to everyone.

Starting with the technology, Square set out to completely reinvent the payment processing system by aligning with important trends in the adoption of consumer electronics. Smart phones are pervasive, propelled by the likes of Apple's iPhone and Google's Android. On the horizon, tablets, such as the millions of Apple iPads already on the market, were set to disrupt mobile computing. The one thing each shared in common would set the stage for Square and an unlikely form of innovation for the payment services industry, the standard 8mm headphone jack.

Square is the size and shape of a sugar cube and features a small opening that houses the ability to read a card once swiped. The cube includes a plug that resembles that of a regular pair of headphones and plugs directly into the headphone jack of the mobile device. Combined with the Square software app, phones and iPads essentially transform into mini card processing centers. With each swipe, money is deposited into the individual's Square account with modest fees extracted, and is there for future use or simply to transfer into the designated bank account.

Out of the gate, Square works with any US-issued credit, debit, pre-paid, or gift card with a Visa, MasterCard, American Express, or Discover logo.

Accepting payments is just the beginning however, as Dorsey and the Square team envision payments as catalysts for social and actionable interactions. Everything begins with receipts. Print receipts aren't actionable. Such is true with electronic receipts. Square believes that there is life after the transaction as Dorsey asks, "What if you could actually browse the receipts?"

His point is that the receipt will move beyond that of a static record. The receipt becomes a platform for extending experiences and facilitating the exchange of information and communications during and after the sale, between the people on each side of the transaction. The acts of quickly and easily paying or receiving payments is just the beginning. Square seeks to improve the dynamics and relationships between businesses and their customers.

The examples he shares are as interesting as they are practical. "When you get home, the receipt could serve as an ingredient list to discover the blends that went into your espresso, to see how many times you've been to that particular location, used a loyalty or rewards system, click into a merchant's Twitter or web site, forward the receipt for expenses, and see, through a beautiful visual, where the transaction took place."

Change and innovation, two pillars of business that open the doors to new opportunities. Everything begins with imagination, the vision to see things differently and the passion to connect your idea to the people who will benefit from it. What are you working on?

Watch this video on Dorsey at Entrepreneur for more insights…

Part 2: Tony Hsieh, Zappos
Part 3: Dennis Crowley, FourSquare

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Monday, April 4, 2011

Automotive News Updates

Sales remain in recovery mode: U.S. light vehicle sales jumped 17 percent in March despite lower incentives and consumer unease over rising fuel prices and Middle East turmoil. 


Ford sales top GM: Ford reported a 16 percent sales gain in March from a year earlier. 


Toyota to raise prices on most modelsToyota is raising prices, effective May 1, on nearly all vehicles offered by its three brands. 


Should auto industry revisit supply chain: The parts shortages and resulting production shutdowns caused by the Japanese earthquake and tsunami could prompt the global auto industry to rethink how it sets up its supply lines. 


Marketing Tricks of the Trade: April is National Car Care Month. Use your social media outlets, newsletters, e-blasts, etc., to provide your dealers with display suggestions, sales tips and car/truck care ideas.

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Vice President
Tier 10 Marketing
cell: 505-301-6369 
fax: 801-340-8918

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Friday, April 1, 2011

HootSuite Pivot News Leak

Sent to: Board, Investors and Friends,
Things have been going really well at HootSuite for the last while, but after watching the massive growth of Zynga and the likes, I've been thinking a lot about if we are in the right business? Building on top of third party platforms can be challenging, and the team and I want a change. I know that this will come as a surprise, but as of today we're pivoting business models with the launch of Happy Owls (screenshot and link to private beta below). This game is really addictive and I think we stand a great shot of making an even bigger splash in a really fun market. 

As always I appreciate your support, and please keep confidential until our public announcement on Monday. 
Ryan Holmes, CEO
HootSuite - Social Media Dashboard

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Vice President
Tier 10 Marketing
cell: 505-301-6369 
fax: 801-340-8918
In the Car Business? Really? Then you are a member: