Internet trends: marketing research & predictions

Web Trends Visualization: 2009 – 2007 “Web Trend Maps”

April 7th, 2009 by

A new exciting Web Trend Map version was recently released by Information Architect.

You can view the map on Flickr and a play with the zoomable version on zoomorama.com.

The current map is based on categorization of the web according to 13 trend categories, while the 3d visualization captures brands stability (width) and success (height). Trendsetters were added to the map as well. Influencers have indeed become powerful web brands.
TrendsSpotting has been suggesting the 3d features since the earlier versions of Web Trend Maps. Ranking brand’s strength is an important step for an initiative as this. Though, we are not sure if IS has done what it takes to present the power of the web brands.

We suggest that to accurately present brands strength and influence on the web, objective web measures (versus the subjective ones suggested by IE) as search volume, blog and media citation, as well as social involvement measures should be incorporated. Moreover, we have already suggested that a better differentiation between the trend routes (lines) should be considered. I find the Opinion line, Sharing line, Identity line for instance, too similar.
I do believe that a web trend map should be very sensitive to the categorization of web industries as well as to the design features (excellent job design wise).

We present you with the development of Web Trend Maps 2007-2009:

Web Trend Map – 2009 version

trendmap_4
Web Trend Map 2009 – Trend lines:

  • application line
  • publishing line
  • opinion line
  • news line
  • identity line
  • creative line
  • consumption line
  • broadcasting line
  • knowledge line
  • advertisement
  • sharing line
  • entertainment line
  • filter line

Web Trend Map 2009 – Trend lines and brands’ ranking:

trendmap_4_3d1

Web Trend Map – 2008 version

trendmap_3

In the 2008 version 3d features reflected brands ranking (brands were  subjectively rated by IE based on user experience and brand management (usability, user value, and interface (simplicity, character, feedback)).

Web Trend Map – 2007 version

web_map_trend__2007

Web Trend Map 2007  – Trend lines:
1.    Sharing
2.    Tools
3.    Technology
4.    Knowhow
5.    Moneymaker
6.    News
7.    Social News
8.    Community
9.    Design
10.    Movies
11.    Music
12.    Chinese line

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New @ TrendsSpotting: Syndicated Trend Reports

March 3rd, 2009 by

TrendsSpotting research insights have been much valued by our avid readers coming from the different business fields. During the last few years we have conducted customized Trends Research using unique research 2.0 techniques according to needs.
Today, we are pleased to offer Trend Reports on topics of interest in a new stage, to the benefit of all. We will present Trend Reports which deserve your attention, selected from our extensive research on upcoming trends. We would be happy to receive your suggestions for additional topics we should review. Please submit those here.
Enjoy!
TrendsSpotting Research Team.

TrendsSpotting Report:

Five Dominating Advertising Approaches
Dealing with Recession

TrendsSpotting Report
TrendsSpotting research presented in this report was conducted on advertising campaigns featuring throughout year 2008 until 2009 Super Bowl.
By analyzing many brand promise approaches – TrendsSpotting has profiled five main strategies dealing with recession.
In this report we present the actual campaigns falling under each strategy and discuss their advantages and risks. Introducing research on past recessions and the views of distinguished marketing analysts will allow a deep understanding of the challenges advertising is facing today.
In the Report “Five Dominating Advertising Approaches Dealing with Recession” TrendsSpotting provides business insights for advertising strategists seeking an optimal approach to manage brands in times of recession.

> READ MORE

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Syndicated Trend Reports

February 28th, 2009 by

Business Innovation Report

BUS IMAGE

The purpose of the report “Business Innovation: Innovation Strategy, Performance and Measurement” is to provide a deep understanding of innovation and its business potential. We will focus on innovation outcomes in terms of performance and present empirical findings linking innovation to business success. We introduce basic definitions of innovation, explore the most common forms of innovation (adding examples and case studies) and discuss disruptive innovation. We identify key innovation strategies developed and tested in academic and business research. We glance into rankings of the most innovative companies to learn on their performance and growth potential. Finally we will study how companies measure innovation and what parameters are critical for them to follow. At the end of the report, we have compiled an insightful “take away” and present extensive case study summarizing key innovation aspects in innovation implementation.

The 140 page PPT report is targeted at innovation stakeholders aiming to promote innovation efforts linked to business success & growth.

> READ MORE

payments_innovation-15-5-2016

Organizational Innovation Report

ORG IMAGE

The report “Organizational Innovation: Implementing innovation in organizations” collects insights from academic research, leading analysts and consultancies and related case studies, to come up with best practices for the implementation of innovation in organizations. We review models for innovation leadership, culture, innovation strategy and goals; discuss mechanisms for learning and knowledge sharing, and review the required set of incentives and rewards. Focusing on Innovation challenges we collect insights and best practices regarding strategy alignment, management support, idea generation and commercialization, speed, lean processes, innovation events and sharing platforms as well as innovation metrics. In search for optimal innovation implementation methods, we review studies on high performing companies and present case studies on how innovative companies implement innovation in their organization.

The 130 page PPT report “Organizational Innovation: Implementing innovation in organizations” is targeted at innovation stakeholders and aids in structuring the organization towards effective innovation.

> READ MORE

payments_innovation-15-5-2016

Trends and Innovation in Mobile Accessories

Buy now!

Based on exploration of over 2000 new accessories released since 2011 (+CES 2012) and a market analysis of major market trends characterizing this growing market of mobile accessories– TrendsSpotting Trends Research company has identified about 150 recent released products that can reflect new emerging trends in mobile accessories.
The report analyzes the major consumer trends and design characteristics represented by the product innovations.
TrendsSpotting has profiled the market according to 4 categories: Protective solutions, Charging solutions, Entertainment and Smart solutions integrating apps with hardware.
The innovations explored in this new report “Trends and Innovations in Mobile Accessories” are each profiled according to Product Categories and their subcategories, Consumer Trends Classification and User Experience Classifications.
At the end of the report you can find Market Research Review (major players, market statistics), Consumer & Design Trend review.

The report is presented in 100-designed PPT slides illustrating the major trends. Each trend’s slide includes product images, names of brands and companies, and current consumer prices.

> READ MORE
Buy now!

TrendsSpotting’s Online Country Reports

We have recently completed an extensive research series exploring internet and mobile behavior in 16 countries, the most intriguing markets – internet wise.

Europe – Germany, Belgium, France, Poland, UK, Turkey, Greece

Asia – China, India, Hong Kong, Vietnam, South Korea, Taiwan, Singapore, Indonesia

Central and S. America – Mexico (more to come..)

Each country report includes an updated research review on the following topics:

1. Internet Behavior and Online Market Trends

2. Social Media Behavior, Top Social Networks

3. Mobile Behavior

4. Traditional Media versus New Media

5. Youth: Internet Trends and Social Media Behavior

Contact us here to get the latest issue.

 

<strong>TrendsSpotting’s Online Country Reports</strong>
We have recently completed an extensive research series exploring internet and mobile behavior in 16 countries, the most intriguing markets – internet wise.
Europe – Germany, Belgium, France, Poland, UK, Turkey, Greece
Asia – China, India, Hong Kong, Vietnam, South Korea, Taiwan, Singapore, Indonesia
Central and S. America: Mexico (more to come..)
Each country report includes an updated research review on the following topics:
1. Internet Behavior and Online Market Trends
2. Social Media Behavior, Top Social Networks
3. Mobile Behavior
4. Traditional Media versus New Media
5. Youth: Internet Trends and Social Media Behavior

Consumer and Market Trends during Recession: Cross–Industry Research Report By TrendsSpotting.com

Buy now!
Quoting Bloomberg “The worst U.S. recession in five decades probably eased in the second quarter  as trade and government stimulus mitigated the damage from declines in housing, inventories and consumer and business spending”.
President Obama is similarly optimistic declaring that “the worst may be over in the economic crisis”.

Is it really? Are there signs of consumer recovery?

In this TrendsSpotting report we follow the main consumer markets and consumers’ behavior indications for the year 2009. To better understand how Americans are adjusting their buying habits during the recession we have collected consumers’ spending statistics, data provided by recognized market research companies. TrendsSpotting’s unique consumer insights derive from marketing research expertise along with experienced use of web metrics tools such as Search Trends and Social Media monitoring. Utilizing these tools to “listen” to consumer interactions and follow their search trends provides indications on consumer interests and intentions. TrendsSpotting presents web metrics findings in each industry reviewed.

The fifty page report “Consumer and Market Trends During Recession” offers a comprehensive review of the U.S. market in the following consumer industries: Food and Beverage, Apparel, Media and Electronics, Travel, Health, Automobiles, Education and Pets. It provides a broad perspective on consumers’ changing behavior during the current economic downturn.

> READ MORE
Buy now!

Five Dominating Advertising Approaches
Dealing with Recession

Buy now!
TrendsSpotting research presented in this report was conducted on advertising campaigns featuring throughout year 2008 until 2009 Super Bowl.
By analyzing many brand promise approaches – TrendsSpotting has profiled five main strategies dealing with recession.
In this report we present the actual campaigns falling under each strategy and discuss their advantages and risks. Introducing research on past recessions and the views of distinguished marketing analysts will allow a deep understanding of the challenges advertising is facing today.
In the Report “Five Dominating Advertising Approaches Dealing with Recession” TrendsSpotting provides business insights for advertising strategists seeking an optimal approach to manage brands in times of recession.

> READ MORE
Buy now!

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Five Dominating Advertising Approaches Dealing with Recession

February 21st, 2009 by

Buy now!
TrendsSpotting research presented in this report was conducted on advertising campaigns featuring throughout year 2008 until 2009 Super Bowl.
By analyzing many brand promise approaches – TrendsSpotting has profiled five main strategies dealing with recession.
In this report we present the actual campaigns falling under each strategy and discuss their advantages and risks. Introducing research on past recessions, and the views of distinguished marketing analysts will allow a deep understanding of the challenges advertising is facing today.
In the Report “Five Dominating Advertising Approaches Dealing with Recession” TrendsSpotting provides business insights for advertising strategists seeking an optimal approach to manage brands in times of recession.

The Report by Chapters:

1. Recession’s Influence on Advertising 2008-2009:
Introducing Five Dominant Advertising Approaches Dealing with Recession 2008-2009

2. What’s next? What should be considered while dealing with recession in the coming months?

3. Market shares and advertising budgets spent during recessions:
* Independent studies on advertising spent during recessions
* Marketing analysts views on advertising during recession
* Recession success stories

4. Advertising during the Great Depression: Historic Overview

5. References: Studies on advertising during recession; Recession effect on advertising messages world wide

Case-studies presented in this report:

Allstate Insurance, American Express, Brooks Brothers, Bud Light, CareerBuilder.com, Chevrolet, Chrysler, Coca-Cola, Coors Light, Denny’s, Dunkin’ Donuts, Fidelity, HBO, Hyundai, Jif, Kellogg’s, Kraft, Oscar Mayer, Pepsi, Pizza Hut, Starbucks, Taco Bell, Target, Travelocity, Wal-Mart, Western Union.


Trendsspotting.com

TrendsSpotting.com is a Trends Research company. Using unique research 2.0 methodologies we identify key industry trends and compile them to marketing insights. TrendsSpotting.com offers dedicated Trend Research Reports according to need and publishes syndicated Trend Reports.
read more on TrendsSpotting.com

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Crowds predict better than professionals: Google predicts the next flu

December 15th, 2008 by

Many of us came to believe that since Google is powering our search behavior– it has the power to predict the future.
We at TrendsSpotting used Google Trends to throw lights on brands , products, and of course the US elections.
We understand that it does not only reflect current needs and interests, but, if analyzed correctly it can help us build future patterns in any field you choose.
I find it amazing that by following human search you can actually decrease uncertainties and gain predictability even in fields which were perceived to lack human influence and control.

Today, by following the crowds, Google can share insights on the spreading of epidemics as the flu. It turns out that Google can accurately estimate current flu levels one to two weeks faster than any other professional report.
Marketing wise, health care and pharmaceutical companies can plan their marketing efforts more accurately, and effectively choose the right timing to advertise medicine and cold relief products.
Assuming marketing budget cuts– and a need for smart planning – the next graph indicates that it is much to soon to start advertising… (but for those of you in the health business – follow this trend as it will soon change its pattern!)

goolge_trends_flu_2008_usa.PNG
Current USA Google Trends Flu Graph

This comes as a strong evidence for Google as the perfect handy tool for marketers to plan their marketing activity by location and seasonality.

About Google Flu Trends:
Each week, millions of users around the world search for online health information. We have found a close relationship between how many people search for flu-related topics and how many people actually have flu symptoms. Of course, not every person who searches for “flu” is actually sick, but a pattern emerges when all the flu-related search queries from each state and region are added together.

Google Flu trends works!
Comparing Google’s query counts with data from a surveillance system managed by the U.S. Centers for Disease Control and Prevention (CDC) shows that some search queries tend to be popular exactly when flu season is happening. By counting how often we see these search queries, we can estimate how much flu is circulating in various regions of the United States. Google flu Trend results have been published in Nature.
During the 2007-2008 flu season, an early version of Google Flu Trends was used to share results each week with the Epidemiology and Prevention Branch of the Influenza Division at CDC. Across each of the nine surveillance regions of the United States, we were able to accurately estimate current flu levels one to two weeks faster than published CDC reports.

google_trends_flu_comparison.png

This graph shows five years of Google query-based flu estimates for the Mid-Atlantic region of the United States, compared against influenza surveillance data provided by CDC’s U.S. Influenza Sentinel Provider Surveillance Network. As you can see, estimates based on Google search queries about flu are very closely matched to a flu activity indicator used by CDC.

Can Google search queries predict better than 1500 doctors?
CDC uses a variety of methods to track influenza across the United States each year. One method relies on a network of more than 1500 doctors who see 16 million patients each year. The doctors keep track of the percentage of their patients who have an influenza-like illness, also known as an “ILI percentage”. CDC and state health departments collect and aggregate this data each week, providing a good indicator of overall flu activity across the United States.
It turns out that traditional flu surveillance systems take 1-2 weeks to collect and release surveillance data, but Google search queries can be automatically counted very quickly. By making our flu estimates available each day, Google Flu Trends may provide an early-warning system for outbreaks of influenza.

Benefits to disease detection:
For epidemiologists, this is an exciting development, because early detection of a disease outbreak can reduce the number of people affected. If a new strain of influenza virus emerges under certain conditions, a pandemic could emerge and cause millions of deaths (as happened, for example, in 1918). Google’s up-to-date influenza estimates may enable public health officials and health professionals to better respond to seasonal epidemics.

Note:

If you remember Google’s team April 1st joke: “Google lets you see search results one day in advance” (Google predicts tomorrow) – well that’s probably no joke at all – it might as well be Google’s new business model..

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Lipstick Indicates Economic Recession?

November 15th, 2008 by


At a time when the economy is slowing down it offers an opportunity to validate some of the quirky economic theories like Lipstick Indicator. Do lipstick sell well when the economic depression deepens? Google trends answers “Yes”.

lipstick vs recession in google trends

Estée Lauder Chairman Leonard Lauder reportedly coined the phrase “lipstick index” after observing sales surges during 9/11 downturns. Why? People reach for affordable luxuries to feel better. The New York Times notes that in the last few months, lipstick sales have shot up 40% . Even in Indian markets lipstick sales are growing steadily at 20 % & in the case of luxury brands that have a smaller base, extending even into the triple digits.

“Women always want to look beautiful, and what’s the easiest thing to buy? Lipstick. A tube of lipstick for $14.50 as compared to a shirt for $70,” says Jennifer Barnett of Origins.

Here is quick validation of other economic signs :

  • When the economy fails, we booze more. Google trend answers ‘No’ .

    “We drink all the time! What changes is where we drink. We drink at home more and go out less “, says Marcia Mogelonsky, senior analyst at Mintel International.

  • Skirt length theory or When times are good, women’s skirts get shorter; when times are bad, hemlines fall. The idea behind this theoretical trend is that people are carefree during booms and cautious during busts. Google trends again answers ‘No’ – as the search volume for ‘long skirt’ , ‘short skirt’ & ‘mini skirt’ bears no distinct seasonality pattern with recession .

Nothing cures the hangover from a failing banks bailout and rising unemployment rates like a shiny new lipstick.

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Bloggers – Friend or Foe?

November 13th, 2008 by

eMarketer estimates U.S. blog ad spending climbed from $283 million in 2007 to $411 million in 2008. eMarketer predicts that figure will hit $746 million by 2012.
emarketer US blog reader prediction
We have reported this time & again that Internet users are highly involved in promoting brands & how impromptu blog marketing can create trouble for a brand. We also suggested how influencer’s marketing should work.

However when it comes to Generation X, the benefits of marketing through blogs may outweigh the risks.

What’s your take on this?

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Internet users are highly involved in brand promotion: evidence from McCann global research

October 7th, 2008 by

Universal McCann has just published an in-depth study, conducted on 17.000 active internet users in 29 countries. The research follows the different channels of influence, the “new” influencers, and the involvement of internet users in the process of brand’s promotion:

1. Many channels to influence through:

Among social network users:

  • 34% are sharing opinions on music.
  • 31% are writing a blog inside their profile (10% promoted a brand!).
  • 55% are sharing photos, 22% are uploading videos and 23% are uploading apps, all of which project opinions & endorse brands if included.
  • 32% bloggers have shared recommended websites, 29% reported their favourite music & 28% shared opinions on products & brands.

2. Friendship is no longer local or face to face: It’s becoming distant and virtualised.

  • Global adoption of various communication platform – Email (99%) , IM (81%) , Social Network (58%) , VOIP (51%).
  • Among the SN users 66% are using them to stay in contact with existing friends, 42% use them to meet new people & 18% for dating.
  • Blogs & SNs are now perceived as important platforms for socialising with friends , however the global impact is not geographically uniform. The Philippines, Mexico & India leads the way . 58% of South Korea web users and 66% in Italy see blogging as a platform for socialising compared to 26% in the UK & 24% in the US .
  • Globally we still maintain an average of 35 friendships face to face. However it is rapidly being equalled by email with an average of 32, social networks with 30 & IMs with 29.
  • Regional differences:
  • Brazil : 51 friendships via social networks.
    China : 51 friends on IM.
    India : 51 friends on Email.
    UK : Almost equal number of friends (30) in Social networks & face-to-face relationships.
    US : Email (21) vs. face-to-face relationships (20).
    Japan : Significantly smaller friend networks with email (8.5 friends) & social networks (7.4 friends) leading face to face (6.5 friends), but IM lags (2.9 friends).

3. Everybody is an influencer: The power to influence no longer belongs to the experts or “those in the know”. Many who do influence have no idea that they actually do have power and effect on others (see: Taggalaxy, (Flickr based tag visualization tool) & Brandtags – where consumers are actively involved in brand positioning).

  • Over 44% of users have shared an opinion about a product or service by IM with a friend in the last month & 42% by email.
  • More than 30% of people have commented on a product or service on a blog (29% recommended a product or brand on a blog in the past month).
  • Good personal experience with a brand is almost twice as effective as celebrity endorsement in spreading the word of mouth.

4. New “Super Influencers” rise above the mass: Not all consumer influencers are equal.

  • Regional: Brazil tops with highest group of “Super Influencers” (24%), followed by India (17%) & Mexico (15%). Surprisingly, US, UK & Australia have only 5% of their users falling into the Super Influencer category.
  • Super Influencers are much prone to create content via the tools of social media, particularly rich and involved formats like video and blogs.

You can download the report here [pdf]

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Coca Cola is trying to figure out how to launch products through blogs

July 8th, 2008 by

As can be learned from the recent Coca-Cola campaign on Portuguese blogs, Coca Cola’s current marketing strategy is as follows: Manipulate social media to work for you the same way classical media did in the old days. Create your campaign, send it to the media and pay for your advertising.

According to a recent TrendsSpotting research, Brands on UGC websites: The Coca-Cola case study, Coca-Cola, the world’s most successful offline brand has little online power and suffers from low presence on UGC sites.

Trying to work their way up on the social media ladder, Coca Cola cultivates a new breed of bloggers who believe that as long as they “follow” their inner truth – allowing brands to control their content is legit.

Although Coca Cola did succeed in bringing awareness to their new i9 product, the social media game is now much harder to play. Coca Cola cannot manipulate the blogsphere without being criticized and coined a ‘briber’.

Has Coca Cola anticipated that the greater buzz will come not from its new i9 features but from the fact that the company is well compensating bloggers?
Having said that, think it through-doesn’t bad reputation count?

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Where’s the Buzz: Coca Cola’s “Rent a Blog” Strategy

July 7th, 2008 by


blog title image

Last Thursday (July 3rd), Coca Cola Brazil launched the drink i9 – Hidrotonico, the Brazilian version of Powerade. As a part of the i9 marketing strategy in blogs & social media, Coca Cola handpicked 9 prominent bloggers, custom made their homepage and gifted them a fancy USB mini fridge with the new product to be tested – a reason to blog about.

i9 bloggers homepage

As can be expected, Coca Cola’s message and marketing strategy surreptiously got spread , until the story was picked up by BlueBus. Making a mockery of Coca Cola’s strategy to buy bloggers, it introduced a new term to refer to the picked blogs :”blogs-de-aluguel” or “rent-a-blog“. Bloggers reacted to that with “I am not a rent-a-blog blogger” manifesto.

The Manifesto reads:

“A blog is a personal page, is a time logbook, is expression, is someone saying what they think/reckon/believe for those who want to read it. There aren’t bloggers’ union, wages, holidays, but we do lots of overtime. A blogger is not a journalist or an advertising agent: they can be everything and nothing, teenager or mother, hairdresser or CEO. Each one has the audience they deserve, the credibility they have conquered.”

Legitimizing ads through blogs they stated: “Advertisers are discovering how best to use this tool to reach niche …. Currently, the best alternative for brands come in blogs”.

Adding a pinch of salt to the Coke strategy to curb bloggers democracy, Cartoonist Andrew Dahmer published a satirical comic strip on false democracy.

tirinha1156

The discussion was all over in blogs and tweets.

Coca Cola’s i9 marketing program may not be successful (or has it already created the i9 buzz?) – but it surely brought to some “street fights” on Portuguese blogs. We feel – this ethical issue will soon be discussed globally.

Worth spreading!

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