David Norris' E-Tale

London Restaurants: Ignore Foursquare.com At Your Peril

noreply@blogger.com (David Norris) — Thu, 08 Oct 2009 20:03:00 +0000

A new social network just hit London: Foursquare.com.

Already big in the US, I am willing to stick my neck out and predict that this will develop faster in London than swine-flu.

If you're just getting your head around Twitter, you'll need to step one step further to "get" Foursquare. Once you do, I think you'll realise this has huge potential, as a network phenomenon and as a marketing tool.

The basics.

OK - so you log into Foursquare.com and create an account. What next? You invite others to join and be your "friends" (just like Facebook). You then download the Foursquare app to your smart phone. Ready.

Now, you are on the move, you go out in the evening, and when you arrive at a place (bar, restaurant, concert venue, event, coffee shop, whatever), you "check in". On your phone you simply load the app, it uses the phone's location to identify known venues in the area and you select the one you're at. Simple as that. Then - you can see which of your other friends are also there. Maybe there's friends that are out on the town that you didn't know were out on the town. You decide to hook up on the fly.

Here's the bit you need to pay attention to if you are a restaurant.

First of all, make sure you are listed. The initial list of London restaurants is seeded by WCities, and there's loads missing. Once logged in you can add your place in the "add things" link in the menu. If you're listed, people will be able to "check-in" to your venue easily.

Secondly, there's a competitive element to FourSquare. The person who checks in the most to a venue becomes that venue's "mayor". This person is your most loyal Foursquare customer. They will be visiting you a lot.

This means that you can create a loyalty scheme on this platform. "If you are our mayor, simply present your phone and you will get a free drink". As people to compete to become your mayor, you get mentioned in a whole Facebook / Twitter universe and your brand awareness soars. It's all online and it's all free.

Sounds far fetched? Maybe this year it won't be, but I can see this becoming big for a certain demographic. Huge. The future is just around the corner.

Here's a useful blog post on how to get the most out of Foursquare.com as a user.

Livebookings On CNBC

noreply@blogger.com (David Norris) — Fri, 02 Oct 2009 14:19:00 +0000

Dragon says "I'm in"...

Great piece on CNBC yesterday. Live interview with Niklas Eklund CEO, talking about boosting restaurants' profitability.

James Caan, of Dragon's Den Fame, gave his approval.

5 minute clip...

Nine And A Half Weeks, Nine And Half Million Pounds

noreply@blogger.com (David Norris) — Mon, 28 Sep 2009 08:14:00 +0000

Today the news hot off the press is that Livebookings* has raised $16m / £9.5m in VC funding thanks to an investment into the company by Wellington Partners.

You can read the full story here.

(* Livebookings is Europe’s largest online marketing and reservations service for the restaurant industry. We help restaurants fill their tables by delivering customers through a free online booking service and network of high-profile partner websites. I say "we" because they’re my employer, too.)

For me personally I can reflect on a summer that was dominated by the fund-raising round and the due diligence process that followed. I feel very lucky to have been involved. I met many VCs myself and the process helped us really refine our business plan, check, double-check and re-check the assumptions and think carefully about our long term strategy. We’ve also received some great input on how to improve our business operations.

Raising capital in the summer months is always more tricky as so many people are away, and doing so in a recession at break-neck speed is an extra challenge. However, it does have the added benefit that we now have a solid foundation of a three year plan in place and so preparing a detailed operational budget for 2010 will be easier.

So, what did I learn from the summer of fundraising?

1. Ask for help to refine the pitch

The pitch we made was rehearsed several times with existing investors who had a feel for what a future investor would need to know. What are the key assumptions that need to stand up for the investor to buy into the growth plan? Address these issues face on.

2. Keep it simple

If we’re not careful, our business can come across as complicated. We really had to focus on making it straightforward as possible to explain the “what”, “why”, “how” and “when”. Using visual aids in presentations is vital to convey meaning, and being able to visualise concepts with pictures is essential.

3. Build and test a very detailed supporting business plan

The business plan that our team prepared was very thorough with lots and lots of assumptions building up a very thorough view of the business over the next few years. It was a collaborative effort and took weeks to nail down. I noticed that what was important here was not to just create the plan, but to be able to talk around some of the key ratios such as cost-of sale, revenue per unit, marketing efficiency and traffic source, share and conversion. Knowing these numbers is the core of the pitch.

4. Prioritise the fundraising process but protect key people

In a fundraising round, you have to be prepared to drop everything to answer investor questions, travel to a pitch, answer follow up questions and provide supplementary data. It means dropping everything else, so you need a part of the team that are focused on running the day to day business so it doesn’t grind to a halt.

5. Show your passion

People buy people and if you’re not excited about your business, how will someone else be? Enthusiasm is contagious, so show the world what makes you tick and why your business is exciting. If it’s not exciting, what are you pitching for?

6. Enjoy the ride

Despite the hard work involved, I really enjoyed the process. I will be the first to hold my hand up and say that there are others on the team who were much more involved than me, but when I did participate I looked forward to the investor meetings. It was a privilege to meet smart people who could think about your business from different angles and help you refine your approach every time. It was a great experience and I was very happy to be involved.

If you’re out there raising money for your business right now, I wish you all the best, and every success.

Learn Something New Every Day

noreply@blogger.com (David Norris) — Wed, 23 Sep 2009 05:27:00 +0000

You learn something new every day, so goes the saying.

We all have different things that make us "tick". For me, one of the strongest motivators is learning something new, either through experience or through reading.

Here's a little snippet I picked up yesterday. I was reading Peter Hargreave's book "In For A Penny", the story of how he and his business partner built up their business from scratch starting with just a telephone and a desk in a spare bedroom. Now the business (Hargeaves Lansdown) is one of the biggest financial services firms in the UK and is a listed public company.

Aside from picking up on their business principles (best service, best prices, best information), their company culture (put the customer first, the company second, yourself third), and their innovative real time trading platform for private investors, one little snippet of trivia grabbed my attention.

When you come to cash in your pension on retirement, one option is to buy an annuity with your pension fund (I knew that already by the way). This annuity is a fixed regular payment that you receive for the rest of your life. The life companies that sell these policies assess your risk profile. High risk, you can buy less income with your money, low risk, you can buy more.

The interesting thing is that the more money you have in your pension, the more risky you are to a life company. Why? Well it seems statistically that people with more money live longer. Maybe this is because they can afford a better lifestyle and health care, I'm not sure. As they live longer, then the life company has to pay out the fixed sum for longer, so therefore large pension fund owners will find it more difficult to get a better deal.

I thought about this for a moment on the train. First of all, I was disappointed that if I did make the effort to save harder, I would get a worse deal. However the upside is much more interesting; work hard to accumulate a bigger pot and you might live longer. I'd never thought of life expectancy as a reason to work hard, but there it is.

But how to be successful? One of the other books I read recently was Malcolm Gladwell's book "Outliers". Here he looks at the truly successful people in their fields and looked at what patterns stood out.

It seems that you need "enough" education (not necessarily the best), "enough" talent (pure talent will not cut it on it's own), fortunate circumstances (luck), and the most important two ingredients of all: focus and effort.

This was encouraging. I'm a great believer in making your own luck. Work hard, see obstacles as opportunities and take control of your own destiny. Sure, life throws you a deck of cards, but even with an average hand you can play a good game.

Learning is great, and knowledge is best enjoyed if shared. Therefore at work recently I took the initiative to start a library. The two books I mentioned above plus another twenty or thirty from my personal bookshelves start the library stock. I've asked colleagues to also bring in their books to loan to the collection. I've bought library cards to put in the front of each book and developed a system for withdrawals and returns. I hope it takes off. I'm looking forward to sharing ideas and seeing the team grow through learning.

Learn something new every day. My new mantra.

Asia By Bike - The YouTube Video

noreply@blogger.com (David Norris) — Tue, 30 Jun 2009 12:32:00 +0000

This has absolutely nothing to do with ecommerce or management or anything like that.

This is the reason we all have for working in the first place - to get out and ride! As someone very wise once said, work to live, don't live to work!

My brother and wife recently got back from an amazing 11,000km bike ride across Asia. This short YouTube video gives you a great taste for the amazing adventure they must have had.

You can read about the full adventure at http://asiabybike.blogspot.com.

Why I Stopped Tweeting

noreply@blogger.com (David Norris) — Wed, 13 May 2009 16:36:00 +0000

In February I asked myself the question "To Tweet Or Not To Tweet?"

For 3 months I embraced Twitter and evangelised it's benefits. I tweeted several times a day every day until one day I stopped. Completely. I even went to the trouble of removing every tweet from my timeline.

Why?

It's taken several weeks to figure out but there are several reasons;

1) The catalyst was a blog post that I read called "Why Twitter Is Evil". Ironically I found this post via Twitter. It was this post that got me thinking.

2) I had always seen my Twitter account as an experiment. I wanted to understand how individuals and companies were using it socially and commercially. In my line of work I need to know. I now felt sufficiently knowledgable on how all worked and I'm impressed at the power of the network to pull reach and build reputations. My learning curve had slowed.

3) Maybe I have Adam Smith's genes because I take a view that many things in life are some kind of economic transaction. Inputs and outputs. You put effort in (or money, a proxy for effort) and you get a reward (or not). Twitter was consuming a lot of time and energy versus the return (knowledge, contacts) that I was getting.

4) Information overload. I'm a busy guy with a large family and plenty of things to cram into every day. There's only so much information I can take. It's invariably limited in depth. I,be realized I'd rather spend 30 minutes reading one quality article in a magazine or a newspaper than dip into 20 trivial tweets hoping to find a nugget.

But really, it's mainly a survival tactic. I either do something well or not at all.

So long Twitter.

Twitterquette - Good Manners For Twitter Users

noreply@blogger.com (David Norris) — Sun, 22 Mar 2009 09:35:00 +0000

14 etiquette tips for Twitter

It's 2 months to the day since I started using Twitter. During that time I've gone from a complete novice to gaining some experience and starting to learn from that experience. Like any new communications channel that humanity discovers, it takes some time for us to develop social etiquette (in this case "Twitterquette"). We start to develop a sense of right and wrong and our own little set of do's and don'ts.

Examples;

Don't talk loudly for long periods of time on your mobile phone on public transport.
Don't speak on the telephone at the dinner table if you have guests.
Don't sent large volumes of email to people you don't know to sell Viagra.
Do reply to people if they take the time to write you a letter / email / leave a voicemail.
Do credit the source of your story when writing a new article.

So how about Twitter?

Twitterquette - version 1 (after 2 months, March 2009, UK)

Here are some tips I'd recommend that new Tweeters think about when using Twitter.

Notice that most of them are relevant to all forms of communication, not just Twitter, I just explain to detail relevant to Twitter.

Twitter is a continual conversation that you can dip in and dip out of. It's like a 24 hour party. You can stand on the sidelines and watch, you can entertain or you can introduce people. Just like any social event, understanding the unseen social rules will help you have a great time. Bear in mind who is at your party. Are they work colleagues, industry aquaitances, or true friends and family? Who is following you? Who do you want to follow you?

My experiences (and advice) are around the assumption that most of the people following me are mostly work-related.

So, here we go...

1. Give credit where credit is due

If you read a tweet that you like and want to tell others, rather than just plagiarising the source, use a "Retweet" to pass the message on. The syntax is as follows;

RT @username message-content

2. Say thank you for a referral

If someone re-tweets one of your tweets, send them a direct message to say thank-you. They are more likely to do it again if you say thank you.

3. Keep 1:1 conversations to direct messages

If you are having a conversation that is only relevant to you and the recipient, rather than use the public timeline to do so, use the direct message feature on Twitter; especially if it's a conversation that will last several tweets.

4. Don't hog the bandwidth

Just because someone follows you, it doesn't mean they want to receive 30 tweets a day from you and have you dominate their feed. There are a few people that I follow that send out so much trivial mush that I am now going to unfollow them. Clearly there's a balance somewhere. I've found (personally) that I can take 5 to 7 tweets a day from 1 person before I start to turn off.

5. Ask for favours, but do so sparingly

If you have a good following, you can use that to your advantage. You can for example ask people to RT (retweet) a message if it's that important to you. It is is a great way to build traffic or awareness. However, I got a little annoyed by a blogger who was constantly asking people to "digg" his latest article just so it would hit the first page of digg.com. In real life we give favours and receive favours. It's a balance that if upset means you take advantage of goodwill and lose some of that goodwill. Just like real life, use your network & friends sparingly, for what's important.

Tip; if you want to have your tweet retweeted, leave enough characters spare so that the RT @username will fit in without truncating the message. For me that means working to 120 characters, not 140.

6. Cite your source

If you didn't write something, don't pretend that you did. Cite your source (as in using a re-tweet) or make it obvious that you didn't write the content.

7. Recommend others

If you like following someone, why not recommend them? On Twitter, there's a custom of doing this on Friday and including the #followfriday hashtag to explain what you're doing.

An example; #FollowFriday @cindyalvarez (for product management nuggets of wisdom), @thetafferboy (for SEO tactics), @manne (for restaurant news)

8. Be positive

No-one likes a drainer. Sure, get things off your chest if you have to but do so with humour. Don't burden the world with your worries and troubles. Share love, not trouble.

9. Add your own content, don't just re-tweet

Some users are great at finding good material on a topic and then just re-tweeting it. A few twits that I follow do this, and I follow then because they are consistent in being fast and frequent in their subject niche. Generally though, I appreciate a few original thoughts as well.

10. Follow others that follow you

If someone follows me, I generally check them out by looking at their bio and their tweetstream. If I am sure I would not be interested I don't follow. Otherwise I follow and if it turns out later it's a waste of time, I unfollow. If in doubt, follow.

11. If something pleases you, say so

See a tweet that makes you laugh, smile or gets you interested in something. Now and then it's nice to reply to the source and just say so. It will make the source feel rewarded for making the effort and will more likely continue to feed you in the future.

12. If you want someone to follow a link, tell them why they should bother

As most links in Twitter are shortened, and as so many are posted each day, take the time to describe the destination content and why it's interesting.

13. Stay on topic

You need to decide who you are. Are you a corporate voice or are you an individual? Are you using Twitter for your current job, for your (general professional life) or for personal stuff only. Decide and decide quickly. Then, decide what areas of interest you will post on and stick to it. People that are interested in those areas will follow you.

14. Be real

I do like to hear the occasional snippet of non-work related stuff, even if I follow you because of your professional interests. Think: if you go to a professional networking event; no one jumps straight into work, there's always some related chit chat about sport, the weekend or what's in the news. Too much personal stuff becomes trivial, but it is always nice to see something of the person behind the machine. I find a 75% work interest / 25% non-work interest is a good balance in the working week and vice-versa at weekends.

It seems to me that the first rule of Twitter is therefore NOT always to answer the question "What are you doing?". Great Twits are much more subtle.

You can follow me on Twitter at www.twitter.com/davidcnorris.

(My interests are; ecommerce, marketing, restaurants, product management, cycling, skiing, movies.)

Other blog posts that I've found on the same subject:

Twitterquette 101, Part 1: Why your tweets turn people OFF!

10 Twitter Etiquette Rules

Twitter: Decoder ring and twitterquette

Seven Steps To Heaven

noreply@blogger.com (David Norris) — Thu, 12 Mar 2009 10:02:00 +0000

Where online marketing fits in creating customer value, and what this means for return-on-investment calculations

Ecommerce is relatively young, but it’s maturing fast. Increasingly there are few businesses that don’t / can’t exploit the online channel as a route to market.

Many have used online marketing to great effect, and there are plenty with experience and success in areas such as email marketing, SEO, paid search and affiliate marketing.

Of course, the great thing about these methods is that they can be measured and spend can be justified with the success that it brings. However, all too often these channels are viewed in isolation and success is sometimes simply measured by the number of transactions that can be directly attributed to the relevant email, affiliate or search campaign.

It’s clear to me however that to measure success, online marketing investments must be viewed in their context of the overall marketing strategy.

Getting back to basics - what is marketing?

Marketing is concerned with creating value for customers and extracting value from customers.

Long term value creation is based on sustainable competitive advantage, which is derived from the ability to provide superior value for customers and provides the reason why customers consistently buy from one company rather than another.

In ecommerce the value we can provide for customers is based on a number of different factors, including, but not limited to...
- Price
- Choice
- Filter and choice selection tools
- Ease of purchase and payment
- Brand reassurance (if the site is well known)
- Personalisation
- Reviews / advice from other customers
- Delivery and shipping
- Customer service

When we spend money on marketing activity to communicate our proposition to our customers and our potential customers, we are doing three things...

Bring new customers (acquisition)
Generate repeat purchases from existing customers (retention)
Generate more revenue per customer (development)

Given the above I think it really helps to understand WHY you are investing in SEO / PPC / Affiliates / Email etc. A good starting point is to think about customer value and then think about how much a customer is worth to you over their lifetime.

I’ve been a customer at Amazon.co.uk for about 10 years now. I may well be a customer there for another 30 years if they don’t screw up. Clearly, whatever activity they did 10 years ago to get me on board worked, but importantly, it must be measured not against my initial purchase but on the total lifetime customer value.

Over 10 years, I have purchased 190 items. I just checked, on my account history, it’s all there! Plus I rented DVDs on a subscription for 3 years. I am probably worth to Amazon about £4,000 over the 10 year period. PLUS – being a fan I’ve recommended many people over the years.

My first order was Steve Redgrave’s book of rowing, £16. Great book. I don’t know how much Amazon had to spend to acquire me as a customer, but I know for sure that if they had measured their marketing investment on my first purchase only, they would have got it completely wrong.

How to calculate a lifetime customer ROI...

CUSTOMER VALUE
[Price] x [Annual Volume] x [Customer Years]
+ Referral Value
+ Promotional Value
= Total Customer Lifetime Value

VALUE CREATION COSTS
(Cost of Acquisition)
+ (Cost of Retention)
+ (Cost of Development)
+ (Special Requirements)
+ (Marketing Overhead)
= Total Value Creation Costs

TOTAL VALUE = (CUSTOMER VALUE - VALUE CREATION COSTS)

On a really simple level, to gain a sustainable competitive advantage any business needs to provide
- the best customer value (however the customer judges value)
- and the best return on marketing investment over the full customer lifecycle

To help put this into perspective, I find the following model useful.

It shows the key stages in “owning” a customer and for each stage; specific promotional goals are required to achieve the customer response. For a company to be truly successful they need to draw potential customers through all stages.

These stages are the steps by which customers receive and use information in reaching decisions about what actions they will take. From not knowing about your product/service to recommending it to others, there are 7 steps to heaven.

The highest marketing costs are usually for the first stages, on the left. The biggest returns come from the stages on the right.

Now to the crux of what this article addresses...

Where do all of the “online marketing” methods fit on the model above? By understanding this, you have a framework to better present your marketing spend in its proper context.

Awareness: Does the customer know that the product/service exists?

Online PR, social media marketing
Finding a link to the product when doing a Google search on a relevant keyword (PPC / SEO)
Finding the site on a search from their mobile phone
Clicking on a banner advertisement
Seeing a reference from a known company (contra deals / competitions)

Interest: Does the customer think that product might meet their needs?

If the customer does not know what they are looking for: inspiration is needed, ideas and suggestions
Special offers can drive interest for price-sensitive customers
SEO/PPC must match on specific keywords used and tailor the ad copy to that interest

Evaluation: Does the customer have enough information to make a decision?

Build great content. Photos, maps, specifications, availability
Peer reviews and expert reviews, the community can provide the content
Provide booking services that allow customers to compare and contrast options. Search and filter tools are needed to narrow down choices
Create a shortlist, share with friends (collaborative decision making)

Preference: Does the customer choose your product to purchase?

If the customer already knows that they want a specific product and they search by product name, be sure your PPC / SEO / affiliates takes them directly to the product
Have the product in stock
Ease of purchase (payment methods)

1st purchase: Can the customer make a purchase easily?

Always available, real time, 24/7
On all places where the customer might be (as many websites as possible – affiliates, plus own website)
SMS / email confirmations. Delivery and shipping instructions.

Repeat purchase: Can you easily communicate with existing customers and maintain a relationship with them?

Make it easy for your site/product to be found again through search
Maintain a customer database
Email marketing
Segmentation / personalisation of messages

Advocacy: Is the customer so impressed by the service that they tell others and generate even more business?

Customer satisfaction emails
Customer reviews
Guest recognition and personalisation
Case studies and customer-based PR stories, distribute online

I find that looking at online marketing as part of the overall marketing strategy helps to provide a better understanding of how to calculate a meaningful return-on-investment beyond the immediate gratification offered by same-session conversion metrics.

What’s obvious to me from the above is that not only is online marketing core to the success of an ecommerce business, but that website product management is also clearly a marketing activity. Often there’s confusion about who owns the website functionality. To me it’s clear; it’s part of the overall customer experience, and forms part of the marketing mix.

One important final note; as we are all different as individuals, so are companies and products. There are some products that do not lend themselves to a lifetime customer value view as much as others. Products or services that are bought infrequently need to mainly address customer acquisition, whereas products or services that are bought frequently or repeatedly required much more emphasis on retention and development.

I’d love to hear comments on how the above list could be expanded. If you have any thoughts about what should / shouldn’t sit on the 7 steps to heaven, let me know!

Why Does A Restaurant Need A Website?

noreply@blogger.com (David Norris) — Wed, 11 Mar 2009 16:58:00 +0000

I was looking over a discussion forum when I came across the following question...

"My good friends David and Terra own an amazing restaurant and bar in Colorado. They have owned the restaurant for a couple of years and do a steady business of mostly repeat customers. That's good. They don't have a web-site yet - that's not so good. I constantly obsess about all of the opportunities that they are missing because of it."

It's a simple question really. Why do I need a website?

Here's my reply to the question...

Not having a website is like having a road with no signposts to get to it.

The majority of potential diners are looking online when deciding ahead when to dine. If they don't find your website, they'll find someone else's. You need to interact with your customers in the channels which they inhabit.

Your marketing relies not only on your physical presence (your location) but also on your virtual presence. I'm sure there's a sign on the front of the restaurant and a menu in the window. Having a website takes that same principle and gets your storefront into the virtual world.

Of course I imagine what your friend is thinking is not "do I need a website" but rather "what is the return on investment" that I get for spending those hours and dollars on a pretty set of webpages.

It's simple; your website needs to work for you and pay it's way. It needs to take reservations, it needs to provide directions, menus and it needs to persuade people that your restaurant is where they want to dine.

At Livebookings we've found that you can convert 1 website visit in every 10 to become a reservation. And when you take those reservations, they give you email data that you can store to start building a guest database. After that you can do email campaigns to build a stronger relationship with your customers and encourage repeat diners.

Share Joy, Not Trouble

noreply@blogger.com (David Norris) — Mon, 02 Mar 2009 14:19:00 +0000

I may have studied Religious Studies at University, however I'm not a religious person or a person of faith.

Recently, when going through my late mother's affairs, I found a small handwritten note used as a bookmark. I think it's my Grandmother's writing but I can't be sure.

Despite not being a believer, I have great respect for the message, especially point 5 (see below) and the last sentence.

1. Have quiet time in the morning and the night.

2. Have a note book handy, don't try to think but rather try to RELAX. Write down any thoughts that do come to you.

3. God cannot speak to you unless you are LISTENING.

4. You can tell him your troubles and RESOLUTIONS and then LISTEN and OBEY.

5. Don't talk to people about your troubles. SHARE your joys with them and even with them LISTEN and they will, in the end, ask you to help them.

Here it is:- "When God speaks Man must LISTEN and OBEY. A changed man can help change the world."

Find A Restaurant Near You

noreply@blogger.com (David Norris) — Tue, 03 Feb 2009 11:04:00 +0000

The guys over at lastminute.com labs have been busy.

Last year they brought us fonefood, a website especially built for a mobile phone that allows you to search and book restaurants. The restaurant booking capability is powered by Livebookings.

Now, they are testing a new service called nru (near you). It's a nifty device that can be used on the latest Android phone from T-Mobile.

It's a sign of things to come.

Not sure where to eat? Load up your phone to find and read about restaurants near you.

The video below shows it in action:

Microblogging And Lifestreaming - An Overview

noreply@blogger.com (David Norris) — Thu, 29 Jan 2009 12:52:00 +0000

A friend at work, Magnus Hultberg, put together this excellent overview of some of the latest "micro-blogging" services available. I asked if he would mind if I could reproduce it here and he kindly agreed.

Magnus writes...

"A current Internet trend and social network primer... Facebook, MySpace and Bebo are so last millennium.

For an interesting overview of how Team Obama used services like this in conjunction with networks like Facebook, Orkut, AsiaAve, Blackplanet and so on to drive fan base and leverage their own web site and all their digital communication, see this PDF:
blog.guykawasaki.com//OBAMA%20SNA%20Strategic_1.pdf

I am playing around with a lot of these micro blogging services right now. Two other very hot trends because of all of this mobile tweeting from Blackberries, iPhones and normal phones (almost all phones have a Twitter or a Jaiku app for on the go micro blogging) are location tracking (where are you in the world) and identity management (where are you on the web), parts of which is often refereed to as “lifestreaming”.

Brightkite, as I mentioned, is one of the most known location in the world services, another well known one that is up and coming is Fire Eagle (a Yahoo service).

www.brightkite.com , fireeagle.yahoo.net

When it comes to online identity management it is just a fancy expression for aggregating all you do online using APIs and RSS feeds to provide users with one central hub where all information they push out can be found, and verified as coming from them. Profilactic is a well known one, Friendfeed another. In these days of people using lots of online services distributed in the “cloud” that today is the Internet the need for such services are getting more and more apparent.

www.profilactic.com , www.friendfeed.com

Taking it one step further is Chi.mp, which does proper identity management in the sense that if you sign up for their service (still invitation only) you actually get what is called an Open ID which is a standard for authenticating you in any web site (as long as the site is integrating with the Open ID API of course). Portable online identity, one user name and password everywhere. Included in the standard is functionality to, as you sign in with a site the first time, decide how much of your personal information you want to share with them and if you want to do so one time only or indefinitely. Very interesting, and certainly something that potentially will be a big part of the future.

I am at manne.mp.

Geekier than most, I am of course using my personal web site to aggregate all of this stuff.

www.hultberg.org

To Tweet Or Not To Tweet?

noreply@blogger.com (David Norris) — Sun, 25 Jan 2009 22:15:00 +0000

So, my experiment with Twitter has started.

Twitter is either going to be the biggest Internet phenomenon of this year (think YouTube in 2006 or Facebook on 2007) or I will eat my hat. Well, it will be IF the tipping point is reached. Quite what this tipping point is I'm not sure, but when enough people get absorbed into it's crazy ways then it might just be a hit. It's been around for a while (I've been aware of existence for over a year anyway), but more and more famous people seem to be using it and celebrity endorsement never hurt any product, even strange social networking sites.

Might be a hit? Well, the great thing about Twitter is that not only can you track what your friends are up to, but you can also track the celebs. One of my favorites so far is Lance Armstrong, but plenty of others including the newly elected Pres of the US have a Twitter feed.

So - how does it work? Simple. If you know the "status update" tool in Facebook, imagine that, all by itself. Just status updates, and nothing else. You are meant to type in, in no more than 140 characters (that's one sentence or two), the answer to "What are you doing now?". Then, you select friends or other people you want to follow and they get added to your page so that when you log on, at any time you can see what they are up to. Kind of bizarre, strangely addictive.

According to Hitwise, Twitter traffic has grown by 984% in the UK in the last 12 months. That is fast fast growth. The tipping point might be coming soon.

Why do it? I really don;t know the answer to that. Everyone will have their own reason. If you get something out of it, you'll come back. If that something is keeping up with mates, colleagues or heroes, you sometimes need to give to receive.

This century, enabled by the Internet, one-to-one communications and business will take off. The Internet is the ultimate middle-man. Who needs Hello magazine when Jonathan Ross will tell you what he's up to in real time?

To Tweet or not to tweet? You decide.

Tips:

Use the TwitterBerry application to view or edit "Tweets" on the move

Use www.tinyurl.com to create short urls to save text

Use www.ping.fm to update your status on your different social networking sites at the same time

Getting Insight From Google Insights

noreply@blogger.com (David Norris) — Mon, 18 Aug 2008 18:50:00 +0000

Whenever Google launches a new tool or service there’s much chatter and blogging. What I’ve found though is that many bloggers just give you the news and don’t really discuss the implications.

One interesting tool that was launched earlier this month was Google Insights For Search.

You can type in a search phrase or a number of phrases and then see the trends of usage of this term over time.

Some fun examples; You can see how the phrase ’Beijing Olympics’ has massively ramped up in August (well, no surprise there then). Or how about the decline in interest for ’Tony Blair’ over the last year?

I think there are more interesting applications for an e-commerce business to consider.

Here’s 3 suggestions to get you started.

1. Competitor Analysis

There’s usually a positive relationship between a company’s brand recognition and the number of searches it gets on it’s own “brand” terms. You can use this to your advantage by comparing the volume of searches your own company brand is getting compared to your competitors.

For example, compare the following 4 flight/rail companies for UK searches over the last 4 years: British Airways, Eurostar, Ryanair and Easyjet. You can see the search spike relating to the launch of the new Eurostar terminal in November 2007, but much more obvious is the share of interest that BA has lost to Easyjet and Ryanair over the years.

2. Regional Demand

If you are entering a new market it’s useful to see where in that country your potential customer base exists. In which cities will you find your new customers?

For example, in the online restaurant reservations business, if you were to search for ‘restaurants’ by French region you’d see (as expected) that Paris is a top location. Which city would you have guessed as next most important? Of the other major cities it’s not Bordeaux, Nantes or Lyon where there are most diners online, it’s Toulouse and Nice. If you cross reference this data with population data, you get a good market research tool.

3. Seasonal Trends

Many businesses are seasonal in nature. If you a a growing business (and I hope you are), determining what parts of your monthly figures can be attributed to growth and what are caused by an underlying seasonal trend is difficult to gauge. Say we did well in August. Is that because more people are in the market for our product generally in August (compared to July) - or did we actually take a bigger share of the market?

For example, if you are a retailer selling gifts, what sort of trend do you see for gifts? A little spike in February (Valentine's Day), a big spike in November (Christmas). No surprises there then. If you are unsure of your seasonal demand trends, this is quite a quick and easy way to take the pulse of your consumer base.

So - there you are, a couple of different ways to use this great new tool. I'm sure there are many more. Please feel free to leave a comment if you've gained insights in other ways.

Mobile Online Restaurant Booking From fonefood (lastminute.com)

noreply@blogger.com (David Norris) — Thu, 14 Aug 2008 12:24:00 +0000

Booking a restaurant online on your mobile.

I'm excited. Today sees the launch of fonefood, a new beta mobile restaurant booking service from lastminute.com.

You want to find or book a restaurant. Nowadays one of the easiest ways to do that is online. You don't need to wait for the restaurant to be open, you don't need the restaurant to answer your call. You can book there and then online and in real-time.

Increasingly though people are taking the internet with them in their pockets and more of us expect to be able to get online anywhere at anytime.

That's what's great about fonefood. You can book tables on the move! You're on the train, you're in a taxi, you're at the airport. Wherever you happen to be it's easy to search and book with your web enabled mobile phone.

fonefood is available at http://m.lastminute.com/fonefood

Try it out. You are given descriptions of nearby restaurants, with currently over a thousand available deals, discounts and promotions. It uses Google Maps to show restaurants near your chosen location. Once you’ve chosen a restaurant there is no need to call, you just book directly on your mobile (for free!) and receive an instant confirmation via SMS. (This is especially handy if you're abroad and don't speak the local language).

It is available in 12 countries and gives users access to over 6,000 restaurants. The restaurant reservations technology is powered by Livebookings Network.

lastminute.com even put a cool little video together on Youtube to market the service....

I love progress!

How Much Should I Get Paid?

noreply@blogger.com (David Norris) — Wed, 30 Jul 2008 19:44:00 +0000

Increasingly, employees want to make sure that they work on a good team, and on the winning team. It's not enough to get a great job title, a fancy office and a big salary.

Good people need to work with good people. Success breeds success.

Personally, I believe in really working hard on getting the right people on board. If you recruit well, everything else follows. However, it's not just about you finding a person to do the job well. The best candidates need to find a company and team that they really want to join. It's a marriage every time you hire. If done well, the divorce rate is low (few people leave).

So, I was very interested to see a website that is helping prospective employees find out about prospective employers. It's called glassdoor.com.

Sign up to the site and you can rate your current and previous employers. You can also find out salary ranges for each company by job type. The catch? To read reviews or to see salaries, you need to add a review or leave your salary details.

If this takes off, we could have a free, easy to access salary benchmarking service. Working out whether you get paid the market rate becomes easier and easier. HR teams will have a cheaper source of compensation data for benchmarking. Asking for a pay rise though will still be nerve racking.

I'm cautious. I certainly won't be posting my current salary or giving feedback on my current company, mainly because there's only one of me (COO) and so it'd be pretty obvious who left the comments. I would probably leave comments on previous employers though, given that the risk of getting into a comprimising situation is lower.

It's defintely one to watch. I think it will take off in the UK simply because we're so nosy about each other.

In the long term it could change the job market in that workers will have a totally transparent view of what it is like to work for a company before joining them. That can only be a good thing: employers will create a reputation by actually being an effective organisation, not by marketing HR hype.

Asia By Bike

noreply@blogger.com (David Norris) — Sat, 19 Jul 2008 17:45:00 +0000

This is why I love the internet.

Good things being done by good people. Who was it that said "happiness is only real when shared"?

My brother and wife are off soon on an epic cycle journey from Kyrgyzstan to Vietnam.

You can check out the neat site that they created here: Asia By Bike.

I'm looking forward to following their progress, online (of course!)

Court Says You Don't Own Your LinkedIn Contacts

noreply@blogger.com (David Norris) — Tue, 17 Jun 2008 04:24:00 +0000

From Telegraph.co.uk...

"A former employee of recruitment firm Hays has been ordered by the High Court to hand over business contacts built up on his personal page of the social networking site LinkedIn...

...Mark Ions, a "middle ranked" consultant operating in Leeds, Newcastle and Edinburgh, allegedly used his LinkedIn network to approach clients for his own rival agency called Exclusive Human Resources, which he set up in May last year, three weeks before resigning from Hays Specialist Recruitment.

Mr Ions' solicitor told the court that Hays encouraged his use of the site and that once Hays' contacts accepted his invitation to join his network they ceased to be confidential as they could be contacted by anyone in his personal network.

Mr Justice Richards last week ordered Mr Ions to disclose his LinkedIn business contacts requested by Hays and all emails sent to or received by his LinkedIn account from Hays' computer network.

Mr Ions was also ordered to disclose all documents, including invoices and emails, that showed any use by him of the LinkedIn contacts and any business obtained from them."

This is a groundbreaking case and for anyone involved in sales, commerce or business development, it provides case law that should be noted.

If you use your LinkedIn network, during working hours, on your employer's IT network, for the purposes of soliciting business from your employer, you should be aware that in the eyes of the law, the fact that you use a "personal" email account, this doesn't let you off the hook.

Employment law is what it's always been - designed to protect employers from rogue employees - and the law just caught up with the latest technology.

Don't Be Mediocre, Be A Generalist

noreply@blogger.com (David Norris) — Sun, 08 Jun 2008 20:27:00 +0000

Here's a problem. Most e-commerce websites suck. They're average, sub-optimal.

They suck. If they were high street shops you'd see what I mean. Some would not be signposted. My mother would not be able to find anything she wanted in the store, let alone figure out how to pay. They might not even be found if you called directory enquiries. Lighting would be poor, there would be no space to park and you'd be unsure if you were being served by rip-off merchants or a legitimate business.

Sure, there are some great websites out there. A few. However, because web customers are in many ways "invisible" to the businesses that are trying to serve them, site managers running these sites get away with mediocrity.

Small businesses or large businesses, the problem is the same.

In small businesses you need an all rounder running your web business: he or she needs to be able to do a bit of everything and do it really well to be effective. These all-rounders are few and far between. So - good websites for small businesses are few and far between.

In a large web business, you end up with different "specialists" taking on different roles. You get the design team, the merchandising team, the online marketing team, the tech team, the product planning team, the analytics team, etc. They are all brilliant at what they do. Brilliant.

Just why does the site that you end up with suck if they are brilliant? The really great websites are the ones where the teams do "joined up thinking". The site design team know something about SEO. The analytics team knows something about PPC. The product planning team understand affiliate marketing. If they all understand the basic principles behind all of the main disciplines, you'll do fine. If not you can end up with mediocrity. Division of labour brings pockets of excellence and general mediocrity.

The solution to me is clear: every person involved in delivering the website and running it should be familiar with the basics of how all the main disciplines work.

I will give somple examples of what are these "key disciplines" that are needed to overcome mediocrity and suggest 5 tips on how to acquire those skills. I don't for a moment suggest that anyone can be an "expert" in all of these areas. What I am suggesting is that everyone in an ecommerce business that can affect the business results needs to be a "generalist" and be fluent in the basic principles.

This is true whether you are a one-person site manager doing everything or whether you are a specialist in a big company.

Consider ecommerce websites to be like high street shops. If you are running a traditional "bricks and mortar" business, you need to do three things...

1. Attract customers
2. Persuade them to buy when they come through the door. (And ideally, maximise this so that they
buy more than they would normally have done).
3. Encourage them to come back to shop again and become a regular "repeat customer".

Quite simply, running a website / web service is all about customer acquisition, conversion and retention.

Acquisition

Retail is all about selling the right product to the right person at the right time. So to get this right, there's some preparation needed in terms of customer insight / research, developing a brand, building a proposition, product planning & strategy, business case modelling. Then once you have a product you need a communications plan, (including, but not excluding online PR). On a technical side, you need to understand search engine optimisation (3 core pillars; site structure, content and reputation), search engine marketing (paid search), affiliate marketing, social media optimisation, RSS, blogs, ad serving.

Conversion

Here, the most important discipline is user-centred design, also information architecture, followed closely by merchandising techniques and understanding effective calls to action. Think about good error handling, optimising shopping "funnels", accessibility, compelling copy writing, tactical promotions and you might just have scratched the surface.

Retention

Plenty to learn about here too, from email marketing to direct mail (CRM), use of confirmation emails, special offers, customer database management and that's just scratching the surface.

And more...

Underpinning all of the above is a good understanding of web analytics (for traffic sources, keyword analysis, conversion tracking - and a whole lot more).

And to get stuff done, to make it all happen they also need to understand a little about technical things like technical architecture, software development methodologies, project management techniques, be a great tester.

To add some real flavour to the mix, key principles of many academic disciplines come in useful, economics, sociology and psychology.

And to be effective in business generally, you need to know about HR issues for the countries in which you operate, be a great manager, have good negotiation skills, know a little bit about contract law.

If you find someone who does all of the above well and them let them loose on your website - now you're talking! Also, point them my way, I'd love to meet them!

So - if you're just starting out...

5 tips to become a great E-commerce "generalist"

1. Work with great people

We learn so much from working with other people. Put yourself with the best you can find and learn from them. Soak it up.

2. Apply yourself

This industry is only about 10 years old. Most of the so called experts became experts by just applying themselves and learning from their mistakes. You can too.

3. Attend training

If you can, go on specialist training courses. There are few places such as e-consultancy.com where you can get a kick start

4. Read, read and read

You can never read enough. Some of my favourite books are listed here if you need ideas.

5. Have a go

For me this is the most important advice of all. Have a go! I didn't know anything about setting up RSS feeds until I had to do one for this blog. Figure it out, and just try.

One day, most websites will be great. Until then, if you are a "generalist", go make some money!

"The General"

Do I Know You?

noreply@blogger.com (David Norris) — Fri, 06 Jun 2008 15:49:00 +0000

This really made me laugh.

One of our senior guys (he shall remain nameless) showed us the perils of working in such a fast growing company.

We share our offices with many other companies, we're on the 6th floor...

He said, "I guess there are quite a lot of people that have joined us lately. On the way up in the lift this morning I spoke to a girl that I was convinced is working for us. I introduced myself and asked her if she was enjoying her new job. She answered a little hesitantly. Actually, she looked slightly shocked but I thought she was just a little apprehensive about speaking to one of the bosses. However, I was a little perplexed when she walked out of the lift on the 4th floor and said, “Bye-Bye, nice to meet you John”

(Names chamged to protect the guilty).

Q & A on Restaurants and E-marketing

noreply@blogger.com (David Norris) — Wed, 04 Jun 2008 08:39:00 +0000

I recently had a chat with the guys at e-consultancy.com about Livebookings Network (My day job).

We talked about which types of restaurants are making the best use of online marketing and what other opportunities are out there for its aggregated reservations model...

Livebookings has been around for a while now, as has the idea of online bookings for restaurants. How well has the idea caught on with consumers and what types of restaurants have made the biggest strides on the web?

Livebookings Network as it currently exists has been around for two years, having been created in 2006 by the merger of two restaurant reservation system providers – Livebookings in the UK and Loghos in Sweden. The ambition then was to build the business model and prove it would work in our core markets of Sweden and the UK.

Having done so, the plan was to go for a second round of funding and take the business model further geographically. That’s what we are now doing. We are now focusing on expanding through Europe – to France, Germany, Spain, the Netherlands and throughout the Nordics.

Our most mature market is London. There, there is a wide range of very sophisticated, fine dining restaurants that are looking to maximise their covers. It is obviously better to get two guests per chair in an evening than one, as it doubles your turnover. So a lot of those restaurants are using complex software solutions to manage their reservations and many of them are then connected to online distribution networks, such as ours.

The more advanced restaurants are also using a lot of online promotional activity to drive bookings, such as special offers to fill their shoulder periods. It is often difficult for restaurants to fill every session throughout the week so if you can put together offers for those periods, such as between 6pm and 7pm for the pre-theatre dining crowd, you have more chance of maximising your profitability.

What about consumers?

Consumers are getting used to the idea of booking online. The majority of our bookings come through a la carte bookings but we do see major spikes in booking levels when we run a significant promotional campaign around events. Many bookings also come from secretaries that are reserving tables for their bosses.

In terms of how big the market is, we do know that around 62% of UK consumers are searching the web to decide which restaurant to visit, according to a study conducted by the American Express Hospitality Monitor last year. So that’s a lot of people deciding which restaurant to book online.

Our mission is to make sure that when people have made that decision, our services are in front of them. We focus on a B2B model, rather than spending a large marketing fund on creating an audience for our own site. We focus on people that already have the audience and visitors that are willing to book.

Read the rest of the article at e-consultancy...

Copywriting Using Personality Types

noreply@blogger.com (David Norris) — Fri, 16 May 2008 21:12:00 +0000

One of the most useful tips on copywriting I've seen in recent years was from "Call To Action" by Bryan Eisenberg and Jerrfey Eisenberg (2005, Wizard Academy Press).

They start from the assumption that when you sell a product or service, different buyers need different information depending on their personality.

The Eisenbergs describe 4 personality types. I am really going to oversimplify this, but in essence the different personality types are best reached through different communications.

The Competitive. This person wants accomplishment. Goal oriented folks, who want to know why your product will solve their problem.

The Spontaneous. This type of person likes the personal touch, hates cold hard facts. They like to know why your service/product is the right fit for their need. This person wants acceptance. The approach best used with these types is to provide assurances, guarantees, an emphasis on personal service.

The Humanistic. Creative types who enjoy helping others and socialising. They want to know who else has used your service to solve their problems. They value testimonials, reviews and the knowledge that others have already used your product successfully.

The Methodical. These types like accuracy. Facts. Figure, statistics, methodology. They like logical information displayed in detail.

The Eisenbergs give an example of one paragraph that addresses all 4 types in 3 sentences.

"Our approach is personalised to meet your objectives. The bottom line is that your results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted"

Here's the same sentence with the personality types that are addressed highlighted...

"[Our approach is personalised to meet your objectives]*2. The [bottom line]*1 is that [your results are guaranteed]*1. Explore our [methodology]*4 to discover how [thousands of clients just like you have been delighted]*3"

1 = Competitive
2 = Spontaneous
3 = Humanistic
4 = Methodical

I thought I would give this a go myself.

I found this copy about Hummus Bros, one of my favourite lunch spots in Soho.

"Hummus Bros is about feeding you homemade hummus with mouth watering toppings, scooped off your own individual bowl with warm pitta bread, and accompanied by refreshing salads and juices. We focus on taste, value for money, freshness and simplicity. We are proud to be the only place in the UK to concentrate solely on what we love most - hummus."

So, here's my attempt to re-write it using the personality type approach...

"Tasty, great value for money, fresh and simple. There's a reason why the Soho locals fill our seats every lunchtime. Take homemade hummus and add your choice of a range of hot or cold healthy toppings to create your personal feast. Add brown or white pitta bread (hot or cold, small or large) and accompany with a refreshing salad or juice and enjoy with friends. We guarantee you will leave you feeling nourished and satisfied and will want to come back for more. We are proud to be the only place in the UK to concentrate solely on what we love most - hummus."

Here's where the personality types are addressed:

"Tasty, great value for money, fresh and simple. [There's a reason why the Soho locals fill our seats every lunchtime]*3. Take homemade hummus and add your choice of a range of hot or cold healthy toppings to [create your personal feast]*2. Add [brown or white pitta bread (hot or cold, small or large)]*4 and accompany with a refreshing salad or juice and [enjoy with friends]*3. [We guarantee you will leave feeling nourished and satisfied]*1 and will want to come back for more. We are proud to be the [only place in the UK]*1 to concentrate solely on what we love most - hummus".

1 = Competitive
2 = Spontaneous
3 = Humanistic
4 = Methodical

What do you think? Does it work better? Comments welcome.

I would imagine that better copy should lead to better conversion.

Timing Is Everything

noreply@blogger.com (David Norris) — Sat, 19 Apr 2008 12:17:00 +0000

Email marketing can be a powerful tool. Like all tools, you need to use it carefully.

This example wasn't a disaster, but it did make me laugh...

I was sitting on the Eurostar train in Paris, waiting for it to leave and my Blackberry buzzed to let me know I had new emails. So, without much else to do at the time, I checked the email.

It said "Just got back from Paris? Tell Ted all about it."

Great timing eh? I know the new train link is fast, but it's not that fast!

The email continued....

"You've walked down sun-filled
boulevards. Dined in some of Europe's
finest restaurants. Watched the sun set
over a city, spread before you like a
bejewelled cape.

Now you're back in the real world
and bursting to tell everyone about
your experiences. Even Ted from the
accounts department.

Try telling Ted and you could win a
weekend break to the Eurostar
destination of your choice"

It should have read....

"You've walked down crowded metro
platforms. Dined in one of Paris'
cheap creperies. Dodged the rain
through narrow pavements to get back
to a cheap hotel room.

Now you're heading back home to your
real world and dying to see your family
again. Work is over for another week
and Ted from the accounts department can wait.

Tell Ted how little you spent on your trip
and you could go back again soon to the
same fleapit for another meeting, (but
you'd rather not if you had the choice)"

Two lessons learned:

Email marketing should always
- have content relevant to the audience
- be sent at an appropriate time

I don't mind though, it made me laugh.

Restaurant Online Marketing Workshops

noreply@blogger.com (David Norris) — Fri, 04 Apr 2008 10:34:00 +0000

According to the American Express Hospitality Monitor, 62% of customers search the Internet to decide which restaurant to visit.

If you are in the restaurant business, there's a great new free workshop that you can go to start learning about how to get your business online. Not only is online marketing now an essential part of the marketing mix, but it is the most cost effective and successful form of marketing that a restaurant can engage in.

Livebookings Network are running a series of workshops around the UK, focusing on providing practical advice to restaurateurs on the topic of online marketing.

London, Thursday 24 April

Topics being covered...

Email Marketing - Creating and measuring email campaigns to your existing restaurant customers, capturing valuable data and delivering promotions.
Expert speaker: Matthew Kirby, UK Managing Director, Fishbowl Marketing, www.fishbowluk.com

Search Engine Marketing - Basics and benefits of search engine optimisation for restaurants looking to attract traffic to their websites and capture more customers as a result of improved search engine rankings.
Expert speaker: Warren Cowen, Chief Executive Officer, greenlight search engine marketing, www.greenlightsearch.com

Effective Web Design - Implementing effective web design, the importance of maintenance and maximising opportunities available through your website.
Expert speaker: Keith Davie, Creative Director, Salad Creative, www.saladcreative.com

Time: 9.30am coffee, croissants and networking
10am start – 11.30am
Venue: Slug and Lettuce, 80-82 Wardour St, London, W1F 0TF
Cost: FREE to Livebookings Network members. Membership is free.
£25+VAT for non-members (includes breakfast)

If you sign up to the Livebookings Network on the day, you are refunded the cost of your Workshop place.

Booking: Book Online: www.livebookings.co.uk/workshops

I Must Be Getting Old

noreply@blogger.com (David Norris) — Tue, 01 Apr 2008 19:49:00 +0000

According to recent research by Jakob Neilsen, older web users take longer to complete web tasks. In fact, he's actually calculated a decline of 0.8% per year for every year you get older after the age of 25.

He says "The human aging process starts around age 25 and causes erosion of cognitive resources, loss of visual acuity, degraded reaction times, and reduced dexterity. People need more time for the same mental operations; they have less memory capacity and take longer to process the same perceptual input."

That makes me feel really great as I approach my 39th birthday. Ouch.

So, am I 8% slower than I was 10 years ago? Wow, I wonder if that's true?

Well, I just know I'm faster overall. Maybe my brain is slower, but I am sure that 10 years of internet usage have brought massive gains from experience. Slow brain maybe, but a very efficient one!

See Middle-Aged Users' Declining Web Performance for the full article.