miercuri, 8 iulie 2015

Mish's Global Economic Trend Analysis

Mish's Global Economic Trend Analysis


Switzerland Postal Service Tests Drone Package Delivery; Reader Mailbag on Today's Grounding of All United Flights

Posted: 08 Jul 2015 12:56 PM PDT

This morning reader "PSB" sent me a link to United Airlines Grounds All Flights in the US Over Computer Issues.

PSB asked "And how will this be prevented?"

He commented "Insurance industries will not be able to stop the easy fear campaign old ways will scare the masses away from the future. A 15 year old DREAMS of a driver's license and independence. You know that sense of freedom to turn left when one is supposed to turn right is second to the inevitable auto taxi culture?"

His question seemed reasonable for about 10 seconds. The answer should be easy to spot: Unlike airlines, there is no central computer controlling the flight or whereabouts of all cars.

Simply put, there is no potential centralized computer error to prevent.

Will there be problems? Of course there will be. There were also problems going from horses to cars. The convenience of cars guaranteed whatever problems arose would be solved. And they were.

Yes, there will be software updates and bugs with autonomous cars. But does that radically differ from mechanical recalls? Not really.

PSB is concerned about problems that cannot possibly happen or will be resolved quickly as they arise.

Fearmongering?

Nor will there be any lasting fearmongering campaigns. The irony here is that "PSB" has the setup backwards. Insurance rates will plunge because there will be fewer accidents. I expect many of them to go out of business.

Finally, "PSB" has not grasped the changing dreams of millennials who view transportation only as a means of getting from point A to point B, nor the changing needs of aging boomers who have difficulty with night vision.

Technology marches on, whether people believe it will or not.

Drone Pizza Delivery

On December 3, 2013, I asked How Will Pizzas Be Delivered? Do You Tip a Drone?
Do You Tip a Drone?

Dominos does not deliver to my area. Nor Does Pizza hut. Yet, I am less distance away from their stores than many places they will deliver to. I am just in a different town. A drone with a GPS would have no problems whatsoever delivering to my address.

And it would be cheaper and faster, for me, as well as the pizza place to not have to bother with human carriers or tips.

Like Amazon, Domino's Tests Delivery of Pizza by Remote-Controlled Drone.
Switzerland Tests Drone Package Delivery

Delivery by drone took a big leap forward this past week. The Swiss postal service announced Postal Drone Trials.
Switzerland's postal service has begun practical trials of its drone-based postal delivery service, the organisation announced in a post today. The project is a collaboration between Swiss Post, Swiss World Cargo and California-based drone startup Matternet, which is supplying the lightweight airborne carriers.

Swiss Post emphasises that the practical trials which begin this month will not lead to a commercial service in less than five years, and additionally that drones are not expected to predominate as a new delivery method in Switzerland: 'The possible areas of application offered by drone technology are very diverse, ranging from delivery to peripheral areas to the express delivery of goods.

Amazon is also far advanced in its own tests of drone delivery, but similar projects in all countries are likely to be delayed, perhaps for some years, while national regulatory frameworks are established for commercial use of drones.

Google is also very far into research on its own disaster-zone/postal drone, named Project Wing, whilst Chinese e-commerce giant Alibaba began its own practical drone delivery trials in February of this year.'
Project Wing and Alibaba


Drone delivery may be further off than antonymous cars due to regulatory concerns and genuine insurance issues.

One can easily dream up all sorts of problems with drones regarding airspace flight paths, mid-air crashes, restricted space issues, etc.

So what? The problems will all be solved one-by-one.

Peak Cars, Peak Drivers

The need for drivers of all sorts will vanish as I stated yesterday in "UberCab" vs. Al Gore's $90 Trillion Plan to Rid World of Cars: Uber CEO Asks Tesla for 500,000 Autonomous Cars in 2020; Peak Cars?
By 2020 (more or less), there will not be any discourteous Uber drivers, bad drivers, or unresponsive drivers because there will not be any Uber drivers at all.

Al Gore to the rescue, NOT.

Al Gore's $90 Trillion Plan to Rid Cities of Cars

As preposterous as it may seem, Al Gore has a Plan to Spend $90 Trillion to Get Rid of Cars in Cities.

"Former Vice President Al Gore and Mexican President Felipe Calderon proposed a $90 trillion plan to redesign every city on earth so that motor vehicles would become obsolete due to more dense populations."

Never underestimate the stupidity of politicians and their ridiculously expensive solutions to non-problems that the free market will take care of on its own.
Pertinent Observation

The pertinent observation of the week goes to NewFedFAA.

He responded to my post with ... I'll make a prediction of my own: Within a few years of their introduction, autonomous cars will be so much safer than human driven cars you will not be able to afford insurance on a human operated car. They will force people into robot cars in very short order.

That's a person thinking clearly.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

Greece Requests 3-Year ESM Bailout, Promises Reform, Warns on "Austerity Laboratory"; Another "Final" Chance; Majority Believe Grexit

Posted: 08 Jul 2015 10:55 AM PDT

After rallying on every bit of warrantless hope lately, today the stock markets continued there merry way: down.

This is likely due to the fact that China is far more important globally than Greece, and for the first time in a while, there are a couple of simultaneous crises: One in the eurozone, and one in China.

The real panic party starts when the US gets into the act with another recession or even a slowdown from the second quarter GDP bounce.

Meanwhile, we have another "final chance" for Greece to do the wrong thing: accept another bailout and deepen its recession.

The latest "final" deadline is Sunday. It follows numerous "final" deadlines over the past month.

We Really Mean It This Time

Christian Noyer, head of the Banque de France and a member of the ECB's decision-making governing council, said "It is the final deadline, afterwards it is too late. I fear that if there is no agreement on Sunday the Greek economy will collapse and there will be chaos."

There does seem to be an "air of finality" this time because Greek banks are insolvent, flat out of cash.

Then again, I don't think the real dealing begins until after Greece is forced out of the eurozone.

Majority Believe Grexit Will Happen

And for the first time ever, a majority of people polled feel that Grexit is the likely outcome.

Here's the question of the day: Is Grexit what Alexis Tsipras, the Greek prime minister, really wanted all along?

If so, and assuming that's what happens, he played his hand masterfully. His request for a 3-year ESM bailout and his caving in to some demands makes it appear he hopes to avoid Grexit.

Greece Requests 3-Year ESM Bailout

The Guardian reports Greece Requests 3-Year Bailout and Promises Reforms Within Days.
Greece has submitted an application for a third bailout programme, in an attempt to avoid crashing out of the eurozone.

The finance minister, Euclid Tsakalotos, marked his third day in office by requesting a three-year aid plan from Europe's permanent bailout fund, the ESM.

He pledged that Athens would immediately begin implementing tax and pension reforms, starting next week, if Europe would provide funding needed to avert bankruptcy.

On Tuesday night, the eurozone agreed to give Greece a couple more days to submit a new reform plan after Greek voters rejected creditors' demands in a referendum, with a full EU summit on Sunday the final deadline to reach a deal.

City economists polled by Reuters now believe there is more chance that Greece will leave the euro than remain. This is the first time the poll has shown a majority in the Grexit camp.
Promises, Promises

Tsipras made promises of pension reform and tax reform. But are those anything he can realistically promise?

Greek parliament would have to approve those changes, and there is no sign his own party would even be willing.

Austerity Laboratory

The Financial Times quoted Tsipras on the "Austerity Laboratory".

Tsipras told the European Parliament that both sides in negotiations have been "called upon to produce a fair compromise", arguing that a deal without public backing inside Greece was futile.

"My country has been transformed into an austerity laboratory. This experiment has not been a success," Mr Tsipras said. "We demand an agreement with our neighbours, one that gives us a sign we are exiting from the crisis which will demonstrate light at end of [the] tunnel."

Those statements are simply not in alignment with reform promises.

Moreover, Chritian Noyer warned "In the last six months we maintained the lifeline set up for Greek banks and put enormous sums of money on the table. Our rules oblige us to stop immediately at the point when there is no prospect of a political accord on a programme, or at the point when the Greek banking system crumbles — which would happen if it enters generalised default on all its debts."

Finally, Greece requested another "bridge loan", but the eurozone leaders crammed that in Tsipras' face saying that offer had been allowed to lapse and Athens must now come forward with a more comprehensive plan for them to agree to a new deal.

Anyone Really Want a Deal?

Here's the second question of the day: Does either side really want a deal?

Based on statements by Greece and the creditors it appears both sides would be happy with Grexit as long as they can blame the other party.

Let's hope so. Another bailout will just be additional money that will be defaulted on. It's time to face the facts. What cannot be paid back, won't be paid back.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

Chinese Stock Market Nosedive Continues; China Warns of Panic, Irrational Selling; Over Half of Companies Halted; Pent-Up Demand to Sell

Posted: 07 Jul 2015 11:26 PM PDT

Nosedive Panic

The crash in Chinese equities continues amid regulators' talk of panic and irrational selling.

Ironically, China has banned the use of terms like 'equity disaster' and 'rescue the market' in analyst's reports on the stock market.

Over Half of Companies Halted

The Guardian reports China Stock Markets Continue Nosedive as Regulator Warns of Panic.
Chinese stock markets tumbled again on Wednesday as investors shrugged off a series of support measures by Chinese regulators, including the central bank's first public statement in support of the market since it cut interest rates in late June.

Minutes after opening, the Shanghai Composite Index fell by just over 8%. while the Shenzhen Component was down almost 5%.

Within ten minutes of trading, more than 1,000 shares across China's two stock markets had dropped by the daily limited of 10% and had their shares automatically suspended. About 1,400 companies, or more than half of those listed – filed for a trading halt in an attempt to prevent further losses.

Christopher Balding, a professor of economics at Peking University said that while it was not possible to know exactly why so many companies had suspended trading, a large number were doing so because they had used their own stock as collateral for loans and they want to "lock in the value for the collateral".

Balding said: "I don't see it getting better. There is not going to be a turn around within the next week or two."

"It probably has a long way to go. Margin loans basically rose much faster and they are not falling nearly as fast, margin debt is not falling nearly as fast as the market is falling. What that is telling us is that there is a lot of stock that needs to be sold that hasn't been sold yet."
Fresh Turmoil

The Financial Times reports Fresh Turmoil Hits China's Stock Market.
China's central bank stepped up state support for sinking stocks on Wednesday, as investors rushed to sell what they still could after a fresh wave of share suspensions that have now halted trading in half the market.

The renewed selling followed another round of share suspensions overnight, which have now halted trading in 1,476 stocks — or more than 50 per cent all listed companies on China's two main exchanges. The suspensions have frozen $2.6tn worth of equity, according to Bloomberg calculations.

Beijing responded with further measures to steady the market. The People's Bank of China said it was helping state-owned China Securities Finance Corporation access liquidity through "interbank lending, financial bond issuance, collateral finance, and re-lending". The central bank will also continue to help the fund "hold the line against the outbreak of systemic or regional financial risk", it said.

This is the clearest statement yet about what CSF is doing — buying shares directly using PBoC money, a big departure from its traditional role of lending to brokerages to support margin lending.

In a separate statement ahead of Wednesday's open, the China Securities Regulatory Commission said: "Currently there is a mood of panic in the market and a large increase in the irrational dumping of shares, causing a strain of liquidity."

In spite of the panic selling, two global investment banks sounded a bullish note on the Chinese market.

HSBC upgraded its rating on China to "neutral" from "underweight" and raised it price target for the Shanghai Composite to 4,000 points, while Goldman Sachs said it expects the CSI 300 index to rise more than a quarter from its current level over the next year.
Hong Kong Hit

Reuters reports China Stocks Slump Again, More Companies Halt Trading; Hong Kong Also Hit
The panic in mainland markets is rippling across the border, knocking the Hong Kong market down more than 4 percent. Overseas-listed Chinese companies also slumped.

On Wednesday morning, stocks fell across the board, with only 83 stocks rising and 1,439 falling.

Even Shanghai's top four blue chip exchange-traded funds , the target of intensified purchases by a stabilization fund set up by Chinese brokerages, and state investor Central Huijin, also fell sharply.

Bank of America Merrill Lynch said China's deleveraging and margin calls could be far from over, with no bottom seen until the government becomes buyer of last resort.

Pessimism has spread to Hong Kong, where the Hang Seng index dropped 4.2 percent, while the Hong Kong China Enterprises Index slumped 5.3 percent. 
$SSEC Shanghai Index



Irrational Selling?

Is there irrational selling? No, is the easy answer.

There was irrational margin-fueled buying, largely done by kids who did not graduate from high school.

Pent-Up Demand to Sell

Companies that purposely halted their shares because they used those shares as loan collateral are in serious trouble.

Those who want out, cannot get out. The moment people can get out, many will choose to do just that.

In halting shares, companies have made three errors

  • They decreased liquidity
  • Brought to light their own poor decisions
  • Created a pent-up demand to sell

Stupid is as Stupid Does

Using inflated share prices as collateral is about as dumb as you can get, but corporations make inane decisions all the time. Here's two examples:

  1. GM loaded its pension fund with GM shares to support its share price right before the value of those shares went to zero.
  2. US corporations are currently borrowing money to buy back their shares at absurd prices.

Some never learn. Alternatively, they have unfounded faith the Fed will always come to their rescue no matter what idiotic things they do.

As I have pointed out, the Fed is not in control. Rather, unfounded belief the Fed is in control, is what keeps things afloat.

If the Fed was truly in control, there would not have been a dot-com collapse in 2000, a housing crash in 2007, and another bubble ready to pop right now.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

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8 Ways Content Marketers Can Hack Facebook Multi-Product Ads - Moz Blog

8 Ways Content Marketers Can Hack Facebook Multi-Product Ads

Posted by Alan_Coleman

The trick most content marketers are missing

Creating great content is the first half of success in content marketing. Getting quality content read by, and amplified to, a relevant audience is the oft overlooked second half of success. Facebook can be a content marketer's best friend for this challenge. For reach, relevance and amplification potential, Facebook is unrivaled.

  1. Reach: 1 in 6 mobile minutes on planet earth is somebody reading something on Facebook.
  2. Relevance: Facebook is a lean mean interest and demo targeting machine. There is no online or offline media that owns as much juicy interest and demographic information on its audience and certainly no media has allowed advertisers to utilise this information as effectively as Facebook has.
  3. Amplification: Facebook is literally built to encourage sharing. Here's the first 10 words from their mission statement: "Facebook's mission is to give people the power to share…", Enough said!

Because of these three digital marketing truths, if a content marketer gets their paid promotion* right on Facebook, the battle for eyeballs and amplification is already won.

For this reason it's crucial that content marketers keep a close eye on Facebook advertising innovations and seek out ways to use them in new and creative ways.

In this post I will share with you eight ways we've hacked a new Facebook ad format to deliver content marketing success.

Multi-Product Ads (MPAs)

In 2014, Facebook unveiled multi-product ads (MPAs) for US advertisers, we got them in Europe earlier this year. They allow retailers to show multiple products in a carousel-type ad unit.

They look like this:

iClothing Multi Product Ad

If the user clicks on the featured product, they are guided directly to the landing page for that specific product, from where they can make a purchase.

You could say MPAs are Facebook's answer to Google Shopping.

Facebook's mistake is a content marketer's gain

I believe Facebook has misunderstood how people want to use their social network and the transaction-focused format is OK at best for selling products. People aren't really on Facebook to hit the "buy now" button. I'm a daily Facebook user and I can't recall a time this year where I have gone directly from Facebook to an e-commerce website and transacted. Can you remember a recent time when you did?

So, this isn't an innovation that removes a layer of friction from something that we are all doing online already (as the most effective innovations do). Instead, it's a bit of a "hit and hope" that, by providing this functionality, Facebook would encourage people to try to buy online in a way they never have before.

The Wolfgang crew felt the MPA format would be much more useful to marketers and users if they were leveraging Facebook for the behaviour we all demonstrate on the platform every day, guiding users to relevant content. We attempted to see if Facebook Ads Manager would accept MPAs promoting content rather than products. We plugged in the images, copy and landing pages, hit "place order", and lo and behold the ads became active. We're happy to say that the engagement rates, and more importantly the amplification rates, are fantastic!

Multi-Content Ads

We've re-invented the MPA format for multi-advertisers in multi-ways, eight ways to be exact! Here's eight MPA Hacks that have worked well for us. All eight hacks use the MPA format to promote content rather than promote products.

Hack #1: Multi-Package Ads

Our first variation wasn't a million miles away from multi-product ads; we were promoting the various packages offered by a travel operator.

By looking at the number of likes, comments, and shares (in blue below the ads) you can see the ads were a hit with Facebook users and they earned lots of free engagement and amplification.

NB: If you have selected "clicks to website" as your advertising objective, all those likes, comments and shares are free!

Independent Travel Multi Product Ad

The ad sparked plenty of conversation amongst Facebook friends in the comments section.

Comments on a Facebook MPA

Hack #2: Multi-Offer Ads

Everybody knows the Internet loves a bargain. So we decided to try another variation moving away from specific packages, focusing instead on deals for a different travel operator.

Here's how the ads looked:

These ads got valuable amplification beyond the share. In the comments section, you can see people tagging specific friends. This led to the MPAs receiving further amplification, and a very targeted and personalised form of amplification to boot.

Abbey Travel Facebook Ad Comments

Word of mouth referrals have been a trader's best friend since the stone age. These "personalised" word of mouth referrals en masse are a powerful marketing proposition. It's worth mentioning again that those engagements are free!

Hack #3: Multi-Locations Ads

Putting the Lo in SOLOMO.

This multi-product feed ad was hacked to promote numerous locations of a waterpark. "Where to go?" is among the first questions somebody asks when researching a holiday. In creating this top of funnel content, we can communicate with our target audience at the very beginning of their research process. A simple truth of digital marketing is: the more interactions you have with your target market on their journey to purchase, the more likely they are to seal the deal with you when it comes time to hit the "buy now" button. Starting your relationship early gives you an advantage over those competitors who are hanging around the bottom of the purchase funnel hoping to make a quick and easy conversion.

Abbey Travel SplashWorld Facebook MPA

What was surprising here, was that because we expected to reach people at the very beginning of their research journey, we expected the booking enquiries to be some time away. What actually happened was these ads sparked an enquiry frenzy as Facebook users could see other people enquiring and the holidays selling out in real time.

Abbey Travel comments and replies

In fact nearly all of the 35 comments on this ad were booking enquiries. This means what we were measuring as an "engagement" was actually a cold hard "conversion"! You don't need me to tell you a booking enquiry is far closer to the money than a Facebook like.

The three examples outlined so far are for travel companies. Travel is a great fit for Facebook as it sits naturally in the Facebook feed, my Facebook feed is full of envy-inducing friends' holiday pictures right now. Another interesting reason why travel is a great fit for Facebook ads is because typically there are multiple parties to a travel purchase. What happened here is the comments section actually became a very visible and measurable forum for discussion between friends and family before becoming a stampede inducing medium of enquiry.

So, stepping outside of the travel industry, how do other industries fare with hacked MPAs?

Hack #3a: Multi-Location Ads (combined with location targeting)

Location, location, location. For a property listings website, we applied location targeting and repeated our Multi-Location Ad format to advertise properties for sale to people in and around that location.

Hack #4: Multi-Big Content Ad

"The future of big content is multi platform"
– Cyrus Shepard

The same property website had produced a report and an accompanying infographic to provide their audience with unique and up-to-the-minute market information via their blog. We used the MPA format to promote the report, the infographic and the search rentals page of the website. This brought their big content piece to a larger audience via a new platform.

Rental Report Multi Product Ad

Hack #5: Multi-Episode Ad

This MPA hack was for an online TV player. As you can see we advertised the most recent episodes of a TV show set in a fictional Dublin police station, Red Rock.

Engagement was high, opinion was divided.

TV3s Red Rock viewer feedback

LOL.

Hack #6: Multi-People Ads

In the cosmetic surgery world, past patients' stories are valuable marketing material. Particularly when the past patients are celebrities. We recycled some previously published stories from celebrity patients using multi-people ads and targeted them to a very specific audience.

Avoca Clinic Multi People Ads

Hack #7: Multi-UGC Ads

Have you witnessed the power of user generated content (UGC) in your marketing yet? We've found interaction rates with authentic UGC images can be up to 10 fold of those of the usual stylised images. In order to encourage further UGC, we posted a number of customer's images in our Multi-UGC Ads.

The CTR on the above ads was 6% (2% is the average CTR for Facebook News feed ads according to our study). Strong CTRs earn you more traffic for your budget. Facebook's relevancy score lowers your CPC as your CTR increases.

When it comes to the conversion, UGC is a power player, we've learned that "customers attracting new customers" is a powerful acquisition tool.

Hack #8: Target past customers for amplification

"Who will support and amplify this content and why?"
– Rand Fishkin

Your happy customers Rand, that's the who and the why! Check out these Multi-Package Ads targeted to past customers via custom audiences. The Camino walkers have already told all their friends about their great trip, now allow them to share their great experiences on Facebook and connect the tour operator with their Facebook friends via a valuable word of mouth referral. Just look at the ratio of share:likes and shares:comments. Astonishingly sharable ads!

Camino Ways Mulit Product Ads

Targeting past converters in an intelligent manner is a super smart way to find an audience ready to share your content.

How will hacking Multi-Product Ads work for you?

People don't share ads, but they do share great content. So why not hack MPAs to promote your content and reap the rewards of the world's greatest content sharing machine: Facebook.

MPAs allow you to tell a richer story by allowing you to promote multiple pieces of content simultaneously. So consider which pieces of content you have that will work well as "content bundles" and who the relevant audience for each "content bundle" is.

As Hack #8 above illustrates, the big wins come when you match a smart use of the format with the clever and relevant targeting Facebook allows. We're massive fans of custom audiences so if you aren't sure where to start, I'd suggest starting there.

So ponder your upcoming content pieces, consider your older content you'd like to breathe some new life into and perhaps you could become a Facebook Ads Hacker.

I'd love to hear about your ideas for turning Multi-Product Ads into Multi-Content Ads in the comments section below.

We could even take the conversation offline at Mozcon!

Happy hacking.


*Yes I did say paid promotion, it's no secret that Facebook's organic reach continues to dwindle. The cold commercial reality is you need to pay to play on FB. The good news is that if you select 'website clicks' as your objective you only pay for website traffic and engagement while amplification by likes, comments, and shares are free! Those website clicks you pay for are typically substantially cheaper than Adwords, Taboola, Outbrain, Twitter or LinkedIn. How does it compare to display? It doesn't. Paying for clicks is always preferable to paying for impressions. If you are spending money on display advertising I'd urge you to fling a few spondoolas towards Facebook ads and compare results. You will be pleasantly surprised.


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