Nihal Mehta: No Sellout

Local Response: Monetizing On "Their" Behalf

Local Response: Monetizing On "Their" Behalf

Image via CrunchBaseNihal Mehta: Being Mysterious About Local Response

My response is based on this TechCrunch post. Looks like in one sweep Nihal Mehta is about to monetize on behalf of all players in the local space. It is quite an audacious move.

TechCrunch: Buzzd Rebrands As Local Response; Debuts Social Customer Management Tool For Businesses: combine the element of the check-in he found intriguing with Buzzd and advertising and marketing elements ..... he calls “a culmination of everything he’s done,” of this is Local Response, a new web-based tool that allows local businesses to respond to the “check-in” on social media sites with marketing campaigns to promote transactions. ...... LocalResponse aggregates real-­‐time social media check-­‐ins from Facebook, Twitter, Foursquare, Gowalla, Instagram and dozens of other services to provide a simple interface for local businesses to directly respond to their most influential and valuable customers. What’s compelling about the platform compared to competitors is that it analyzes massive amounts of data in addition to check-ins from the Twitter firehose, photo sharing sites and more to find other forms of check-ins. These could be posting a picture on Instagram of a dish from a restaurant or Tweeting that you are visiting a particular bar. ...... explicitly (i.e. check-ins on Foursquare) and implicitly (by analyzing natural language on Facebook, Twitter, etc.; e.g. “I’m headed to ShakeShack”). Mehta says most check-ins are actual implicit and many social media platforms catered to helping businesses track check-ins miss this key data. ...... Not only does Local Response track all of this data but it allows businesses to respond to these Tweets and messages with a marketing campaign, coupon or advertisement. ...... So Shake Shack could send a Tweet back to someone who had just snapped a photo of a burger with a link to a 10 percent off coupon on the next visit. ...... Local Response has actually creates a number of canned responses which businesses can automatically send. ..... For the past six months, LocalResponse has been running a private beta, with over 2,000 campaigns for local businesses in New York City. The links in the Tweets and messages sent by these local businesses to consumers who “checked-in” to their establishment are averaging a 60 percent click-­‐through rate and 15-­‐20 percent redemption rates. That’s high and impressive. ...... Mehta says that the platform is so highly-focused in its data collection, that it can send highly targeted Tweets to consumers who are interested in the promotions or campaigns. For example he says that Local Response will run two to three hundred search terms across its data for a particular business. Also, the aim of Local Response is not to overwhelm consumers’ stream with advertisements. Users will never receive more than one message in 7 days ...... a platform for brands and agencies is in the works. ...... closed a $1.5 million in funding this past December from Verizon Ventures, Charles River Ventures, and Metamorphic. ...... plans to raise a new, larger round of funding this Summer ..... For now, Local Response is free for businesses. Eventually the startup plans to go the freemium route and will also charge for the brand-focused application. And Local Response is launching with half a million businesses that are already pre-indexed (with search terms). All they have to do is type in the business name, and they can get started using the platform.

A second natural move might be to partner up with the willing players to help them monetize their particular services for cuts, like Google ads help you monetize your particular media site. Because Local Response is not going to have access to the detailed data that those individual services might have.

English Patient

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Christina Cacioppo Fan Club, sign here.
Christina Cacioppo, pride of Columbus, Ohio.

Is It About Women?

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Mark Birch

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Is It About Women?

70% of the recipients of micro loans end up being women. Because the vast majority of the world's poor are women. It is not because they don't work. Women do all the work at home and much of the work on the farms in all those poor countries. So why are they the bulk of the poor? Sexism pure and simple.

I have said my corporate team is going to be majority female. If the vast majority of your customers are going to be women, it only makes sense to have a team that is majority women.

So is it about women for me? Am I some kind of a raging feminist?

No. Yes and no.

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I was just on the phone with Anne Marsen. She is the woman in the video.


Bachna Ae Haseeno (BollyBrook Remix) from Anne Marsen on Vimeo.

She was a friend of a friend of Nick Gray who happened to be in Mumbai. So one day Nick calls and talks about his idea for the music video. Would she do it?

My Non Personhood Of 2009, 2010

2009 and 2010 have been my years of roaming the tech circles of this city and avid tech blogging. I have done so as a non person. Tech felt safer than politics.

I have roamed. I have done so as a window shopper. I have not had the option to participate. It's called being in an immigration mess. For the rest it might have been the Great Recession, for me it was the Great Immigration Humiliation.

I was done raising 100K for my IC startup - that was the stated goal - months before the 2008 primaries were over, but I decided to be with Barack just a few more months. The primary was the only real contest. November was a no contest, it was so obvious to me. I had been his first full time volunteer in the city. I was in before he announced he was in.

But my political enemies came after me. The day the primaries ended, I disappeared. They had me disappear. The establishment picked that precise day lest I missed the message.

One day early in 2009, in March perhaps, maybe April, I went to see someone at Columbus Circle. We had met online, we had met, and we were going to meet again. I had two dollars in my pocket. That is all the money I had. I did not have any money back home. I did not have a bank account, let alone money in a bank account. I did not have a credit card. And I could not have walked back home. I would not have known the way. I did not have a phone. I did not have a metro card.

I remember thinking, if I lost those two dollars, I could not get back home.

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