New Mixtape: My 2013

My 2013 by Iddopop on Mixcloud

my 2013This year I bought my first turntable in years, so every few weeks I was able to have the record store experience: walking in, taking off my earplugs, examining all the vinyls I wished I had, examining some records I have never heard of and finally finding one I must own.

I am a bit late to the vinyl nostalgia club, but 2013 was a great year to join. So many albums that came out this year didn’t have one distinctive hit. I found myself often going back to the same Spottily playlists, listing to the same albums from beginning to end and learning to appreciate them more with each listen. Even my mixtapes this year, often featured the same artists/albums. It was a good year for music.

On a personal level, it’s been a really great year. “Solid” is probably the best word to describe it. 2013 didn’t have the crazy turns of past years, but it did include professional growth, new experiences, old friends, fun shows and awesome cocktails. Solid.

So here it is – My 2013:

Have a great 2014!



New Mixtape: Fugitives

Fugitives by Iddopop on Mixcloud

FugitivesIt’s been an emotional week. I finally watched Miley’s new video. It had a major impact, which was amplified by the expressive director’s cut. Then Glee said goodbye to Cory in a dark episode that left me speechless (all I could do was retweet Molly Butterfield:  “If your watching glee right now and not crying.. Your heartless and I hate you”).

Listening to Fugitives now, I can see how all these raw emotions found their way to this new mixtape. What was supposed to be a lighthearted piece of pop morphed into a chunk of emo.

Or maybe it’s just a reflektor?



New Mixtape: Greenwich Time

Greenwich Time by Iddopop on Mixcloud

Greenwich TimeIt’s been a great summer. Other than one week, Manhattan was never too hot or too humid. Most days were just perfect and the city felt luscious and youthful. Luckily, I was able to take it all in every day when I walked to the office from my East Village sublet. The urban jungle composed of the homeless, tourists, students, party people, Jivamukti yogis and Middle Eastern refugees gave this mixtape its aroma. Some romantic comedies that I’ve enjoyed lately (Drinking Buddies!) helped with the final touches. Enjoy!


New Mixtape: Sunglasses

Sunglasses2013 has a been a fairly slow mixtapes year so far. I had published only one but I actually created two more. One of them was titled “Black Box” and it was supposed to be the down-to-earth sequel to the optimistic “How Black Nail Polish Changed My Life“. However, after I completed version 1.0, I uploaded Black Box to my phone and listened to it too many times. Just like relationships and sandwiches, if you don’t change things up or move on  – mixtapes become stale. Sadly, Black Box was no different.

But historically summer has always  been a good mixtapes season for me. The art of pop music is so much easier and natural when you can drive around with your car windows rolled down. Even though I haven’t owned a car in years, I remember well that any summer mixtape listening experience will never be complete without the sun in my eyes and the wind in my hair.

This mixtape was also made possible due to my favorite band of the moment – Saturday Looks Good to Me. They have a new album out and it’s great. It’s like Nico teamed up with Belle and Sebastian (with a guest appearance by Damon Albarn). Yes, that good.




Saturday Looks Good to Me:

Increase Video Views and Conversion With A/B Testing

shutterstock_110350520 [Converted] is famous for many reasons. The #1 reason may be the fact that it was one of the first online stores to offer free returns, making it easy for customers to overcome the limitation of not holding the product in their hands before committing to pay for it. The #2 reason for Zappos’ fame is its use of product videos that are focused on solving the exact same problem as the free returns – helping customers shift away from the brick-and-mortar store mentality.

The results were astonishing: an increase of 6%-30% in conversion. That is significant for a company that exceeds a billion dollars in annual sales. Thus far, Zappos has produced over 200,000 product videos and is well on its way to reaching the 250,000 videos goal.

Zappos considers video to be a vital part of its marketing efforts for two reasons. “Although we have seen an increase in conversion, what’s more important is the decrease in returns we’ve noticed. Regardless of conversion and free returns, if a customer receives a product they are unhappy with – they can become disenchanted,” said Laurie Williams, Senior Manager of Photo & Video for Zappos.

But the decision to produce videos is only one step in an organisation’s video strategy. No doubt it’s an important one, but, the way they are used to drive traffic, how they are presented on the page and the player’s performance could have a huge impact on video consumption on your website.

One of the best ways to make these decisions is by performing A/B testing: the same method that has become instrumental for UI designers and marketers in organisations such as Netflix, Google and Amazon to examine how design impacts  user behaviour  could also work well when examining the ROI for your video investment.

Surprisingly, when it comes to video usage, A/B testing is not as common as you might think. However, there are some good examples of tests that could help you understand what factors impact video consumption and engagement.


1. Promise Videos

Video is a great way to get the customer to stay on your site longer and ultimately drive conversion. A good way to do that is by clearly communicating to the user that there are video previews available. Sometimes another word or video icon can make a big difference. For example, the site did a split testing on a sales page. As part of the test, the site tested two different versions of the same button:

1. The control was: “Next Page Read Sample of Book”;

2. Variation 1 was: “Watch Video Preview”;

3. Variation 2 was: “Watch my #1 Abs Exercise On Video”.

Variation 1:

variation 1

The best-performing variation (variation 1, see above) increased conversion by 14.18%, which clearly shows how “watching a video” is so much more attractive than reading a “sample of book”.

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What to Produce First – Viral Videos or Product Videos? Best Practices For Your Online Video Marketing Strategy (Video)

sxsw-kaltura-logo-2013_Many companies wish that their videos would go viral. There’s no doubt that you know you’ve created the ultimate marketing campaign, when your viewers do much of the distribution for you. However, most companies have a limited video production budget. So what is more important and how should they prioritize their video production queue?

Usually there are 3 options for videos:

  1. Funny, viral videos that increase brand recognition and make your company look cool and exciting.
  2. Slick product videos that help in sales pitches.
  3. Engaging tutorials to support your current customer base and demo specific features for prospects.

But it doesn’t end there. Let’s say my company chose to produce a great viral video –

  1. How do we market it?
  2. Which metadata should we use?
  3. Should we buy ads on YouTube or should we find other ways to increase views?

We asked Bettina Hein, Founder and CEO of Pixability, for her advice. Hein and her company have much experience in getting maximum views on YouTube by analyzing video analytics and other data.


For more information take a look at this presentation that the Pixability team used for their SXSW session: