Sweetspot is consumer electronic devices
Products are converging around entertainment and productivity combined into a single device and spending on WiFi capable devices is moving from discretionary to a checklist item. Pretty much all new handheld gaming devices will have WiFi and WiFi capability is rapidly moving down from the high-end phones to become a regular feature on most phones.

If consumers are your customers then its time to get off the fence
If your business was “on the fence” about investing in WiFi based advertising then you should definitely re-think your strategy in 2009. More and more of your present and potential customers are carrying these devices and if you are not reaching out to them then your competitors certainly are. There is an increased interest in adding WiFi to the traditional real estate toolbox of advertising services and cafes and restaurants that were providing “free” internet access are now looking at the potential for WiFi to serve up their own advertising including menus, slide-shows and recipes samples and even ads for other local business. One pet store uses its WiFi hotspot for an “on-the-spot” pet-grooming discount to clients that show the virtual coupon on their cell-phone or PDA when they come inside.

DigitalBeat solution
We have been providing WiFi based advertising technology to the Real Estate industry for more than a year. We are now making that sam technology available to retail stores, restaurants and any venue where you want to reach out and communicate with the public in an easy to implement cost-effective manner.
Learn more about DigitalBeat’s advertising solution for Real Estate.
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The way most Twitter users begin is to look around for folks to “follow” and thereby get updates to their Twitter clients when the “followed” post an update (tweet). It is also useful to follow some of the “A” list Twitter users (the ones with several thousand followers) because they tend to be in front of trends due to their visibility. This does not mean that they make the trends necessarily just that due to the large amount of followers some of the key “A” list folks tend to hear about and broadcast “tweet” or “retweet” news and links early. Unfortunately following the “A” listers is generally a frustrating process. Except for a few names, many of the “A” listers have few people that they in turn follow so most of their public posts end up looking like only one-side  of a conversation when they do bother to reply or they become a series of self-promotional messages and links. So what do you do? In general, the hidden Twitter “secret” to getting value from the “A” listers, that they probably don’t want you to know is that you get the most Twitter value from not actually following them.

Follow without following
So how does this work in practice? There are services like “twitscoop” that tell you what’s “hot” on Twitter or “tweetgrid”  that let you set up a search grid to filter keywords in real-time. The problem with these services is that they are real-time and require “eyeballs on the screen”. If you are actually trying to do real work then this is extremely non-productive. Twitter itself provides a excellent solution – They provide an RSS feed:

1. Create a twitter feed

Simply go to the Twitter user that you are interested in following e.g. http://Twitter.com/digitalbeat and scroll to the bottom of the profile page until you see the link on the left that says RSS.  The RSS link will then be something like http://Twitter.com/statuses/user_timeline/15472392.rss (in the case of DigitalBeat). You can then put this link into your favorite RSS reader or even directly into some email clients (Gmail and Outlook for example). But wait there’s more!

Making RSS useful
Having a steady stream of raw RSS tweets is okay but not really much of an improvement over the standard Twitter client displaying tweet history whenever you connect to Twitter. What you really want to do is to filter the raw stream into consumable portions. To do this you want to use an RSS feed aggregator that allows filtering. I have been using Aide-RSS which is now called Postrank (http://Postrank.com). With Postrank you can create a Twitter feed for any twitter id that you would normally have followed.

2 Choose tags and type of posts to read
When you create the feed you can tell Postrank to give you all posts (tweets) or to use their post ranking algorithm to give you only the best posts, the great posts or only the good posts. This saves you the time and effort of developing your own keyword filters. Postrank works well and if you choose say “great posts” even the most voracious “A” list updater gets cut down to only the one or two “great posts” that they produce each period.

If you are using Postrank then when you create the feed you should also define one or more tags for the feed. In my case I use a tag called Twitterfollow to separate Twitter feeds from other RSS feeds that I subscribe to. You can then create a channel for one or more tags so my TwitterBusiness channel has all of my Twitter follows that are business oriented my TwitterTech channel has the technology related follows etc. Finally, you can subscribe to your newly created, filtered, Twitter-follow, Postrank channel in your favorite RSS or email client or even pull it directly into your own market research database. You can of course just view any Postrank channel or tag that you have created, directly  in your web browser.

3_Create the channel subscribe and share

So that’s it you get to follow the “A” list crowd without messing up your real time Twitter feed with dozens or hundreds of mundane tweets. Is there a downside? You are not getting these in “real time” there’s probably a 30-60 minute feed delay (but you are working right)  and the “A” list twitters may lose some (direct) followers but they’re probably not going to lose any sleep over this so why should you?

In closing, I am starting to play around with another site http://feedrinse.com that lets you do your own filtering with keywords which is something that I find difficult to do with Postrank. In fact I find filtering the Postrank output feed through feedrinse may be the best of both worlds. I can then apply post filters to remove posts with things like “://adjix” links or references to  “://alltop” or “fuzzy slippers”.  I also find it useful to RSS subscribe to the Twitter public timeline and to filter for posts that contain certain keywords which is great for data mining and competitive analysis but that’s for another post if you’re interested.
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Yahoo, which generally has a pretty good history for web innovation both for their own products or from using their deep pockets to acquire promising technology (e.g Yahoo pipes, Konfabulator). Yahoo used to be one of the savvy companies. One of the Yahoo groups that I  use (Slide Rules actually) just sent out a notice that Yahoo is seriously changing its privacy policies:
If you belong to ANY Yahoo Groups – be aware that Yahoo is now using “Web Beacons” to track every Yahoo Group user. It’s similar to cookies, but allows Yahoo to record every website and every group you visit, even when you’re not connected to Yahoo. Look at their updated privacy statement at http://info.yahoo.com/privacy/us/yahoo/details.html
You can also go to their web beacon page at http://info.yahoo.com/privacy/us/yahoo/webbeacons/ for their take on it.

Sure, I’m going to opt out but I may end up just dropping the three or four Yahoo groups that I belong to since you have to according to Yahoo opt out each time from each browser and each computer that you use to access the groups – that means in my case, probably a dozen or more opt-out notices that I would be required to send Yahoo – its probably not worth the effort.

So why would they do this? What’s the benefit to them? Who knows – but it doesn’t bode well for their future existence in my opinion you need to treat your customers as more than just”eyeballs” to be “monetized”.