Tonight iPhone Application – Mustard’s review

Tonight application “home page” interface

Tonight is a new iOS application that has just hit the Apple store. We’ve had our hands on it and love the concept of sharing your plans with your friends, people in the neighbourhood or to the entire world. Its a location based application that allows you to key in your daily plans (in particular, for the night only) and share them with your friends who are around the area.

The application’s interface is user friendly and the features are easy to understand. The error pop ups are engaging and may instigate a laugh or two. NIce work there mate!

Here is a video taken from Tonight’s website that introduces the application concept to you:


  1. One Way of Signing up: There is only one way of signing up i.e. through your Facebook account. This might deter some from signing up to the application. There are many out there who do not want to associate everything with their Facebook account in order to avoid unnecessary junk on the wall. In addition, we know Facebook is big and you’re considered someone from Mars if you don’t have a Facebook account, yet there are still many out there that do not use Facebook or have deactivated their accounts for whatsoever reason. This application doesn’t cater to such people, making it rather unfriendly.
  2. Privacy Concerns: We feel the application will have a lot of negative views from people who do not want to share their private life with the world or even their friends. In our lives, like it or not, but we do have people we’d want to avoid, yet due to peer pressure, list them as friends on Facebook. Shouting out our nightly plans may not be an issue when you have few friends using the application and following you, yet would not be appropriate when you have hundreds.
  3. Like the concept, but nothing new in terms of features: We’ve got Foursquare or Facebook checkin’s that can serve the exact purpose of letting your friends know what you are doing in the night. The only advantage for using Tonight over the other two is that we are more likely to shout out our plans in advance to a niche circle. You might want to consider adding in few other features such as perhaps prescheduling a checkin with an integrated map that allows your friends to see exactly where you’d be at what time?

Mustard wishes you all the best and hopes to see some cool features being updated in the app soon!


Once known as the first female engineer and the 20th employee to be hired by Google, is today the CEO of Yahoo. On 15th July 2012, Marissa Mayer resigned from being the Vice President of Local, Maps and Location Services at Google and the following day joined Yahoo as the next promising CEO of the worldwide known corporation.

Mayer, now 37 years of age,  was born in Wausau, Wisconsin, to Margaret Mayer (an art teacher) and Michael Mayer (an engineer). She graduated with honours from Standford University with a B.S in symbolic system and M.S in computer science.

Here is the press release:

Yahoo! Appoints Marissa Mayer Chief Executive Officer

SUNNYVALE, Calif., July 16, 2012

Yahoo! (NASDAQ:YHOO) today announced that it has appointed Marissa Mayer as President, Chief Executive Officer and Member of the Board of Directors effective July 17, 2012.  The appointment of Ms. Mayer, a leading consumer internet executive, signals a renewed focus on product innovation to drive user experience and advertising revenue for one of the world’s largest consumer internet brands, whose leading properties include Yahoo! Finance, Yahoo! Sports, Yahoo! Mobile, Yahoo! Mail, and Yahoo! Search.

Mayer said, “I am honored and delighted to lead Yahoo!, one of the internet’s premier destinations for more than 700 million users.  I look forward to working with the Company’s dedicated employees to bring innovative products, content, and personalized experiences to users and advertisers all around the world.”

Most recently, Mayer was responsible for Local, Maps, and Location Services for Google, the company’s suite of local and geographical products including Google Maps, Google EarthZagat, Street View, and local search, for desktop and mobile.  Mayer joined Google in 1999 as its 20th employee and led efforts for many of Google’s most recognizable products, including the development of its flagship search product and iconic homepage for over 10 years.  Mayer managed some of Google’s most successful innovations, launching more than 100 features and products including image, book and product search, toolbar, iGoogle, Google News, and Gmail – creating much of the “look and feel” of the Google user experience.

Yahoo! Co-Founder David Filo said, “Marissa is a well-known, visionary leader in user experience and product design and one of Silicon Valley’s most exciting strategists in technology development.  I look forward to working with her to enhance Yahoo’s product offerings for our over 700 million unique monthly visitors.”

“The Board of Directors unanimously agreed that Marissa’s unparalleled track record in technology, design, and product execution makes her the right leader for Yahoo! at this time of enormous opportunity,” said Fred Amoroso, Chairman of the Board of Directors.


Ms Mayer, you’ve done wonders as a Googirl. You’ve set high hopes for all Yahoo fans and given the organisation a new reason to compete (and maybe win) against Google. We look forward to what Yahoo has in store for us!


Businesses, large or small, are past the fact that its essential to use social media to maximise market reach.  These days you can find all sorts of businesses on Facebook, Twitter, LinkedIn, Instagram, Youtube, Pinterest and even Glassdoor, in an attempt to increase brand awareness and go all viral. 

So you’ve got over a 100K fans on your Facebook page, your awesome images attract over 1500 likes and a product post gets fans crazily wanting to purchase your products. Great! Yet, is this all you want? Many businesses look at the end result to judge the progress of their social platforms. According to Booz and Company, who conducted an in-dept research on social media, found that businesses are not making the most of their social media tools and services. Companies tend to focus on content development, community management and real-time analytics.

However, analytics can be broken down into multiple categories ranging from calculating digital media activity to achieving strategic business objectives — in other words, actually making a sale. This opens many opportunities to escalate business value by attracting the maximum audience, generating a need for their content and building strong relationships with their followers. 

At Mustard, we believe businesses can benefit greatly from gauging the following four categories of analytics; these insights are especially useful to those who can’t afford to make major changes to their media mix.


It’s extremely important to understand your social scale and compare them with your direct competitors. You may have a large number of fans and followers, however, is it large enough to be considered a market player? Businesses should regularly monitor the rate of page growth and the number of people talking about their content. This would allow you to comprehend your position in the market and the capacity to grow.


Even with the basic analytic tools provided by Facebook, you can now have access to insights on your activities. Make full use of it! Analyse the key drivers of participation, build a bond with influential fans, study the patterns in the number of likes, comments, shares and take rates. This would not only allow you to create a stronger social community but also enhance the rate of page growth.


Know the ins and outs of your market and the public. Identify and encourage user behaviours that are beneficial or simply relate to your brand. These include such metrics as: intent to recommend, referral and re-share activities, comments and followers per user, and brand favorability, consideration and preference. These analytics take businesses to a different level where you’re growing your fan base as well as tapping into an existing base that just needs a redirection.

Return of Investment

Ultimately it all boils down to the amount of time you’ve invested vs the return of investment. Work out if the effort was worth the result. If not, analyse the areas for improvement to make the most out of your campaigns.

We were impressed by young designer Kelli Anderson’s inspiring TED talk  about finding the hidden talents of ordinary things.

Much of Brooklyn based Anderson’s interest lies in challenging our assumptions about the way objects and processes, from paper to politics, operate on a daily basis.

Her fascinating projects include a paper record player wedding invitation and a utopian fake New York Times that she and a bunch of like-minded  associates released in 2008.

A note from Anderson's home.

Take a look at this infographic from Social Media News, which clearly shows social media’s staggering (and predictable) growth in Australia during 2011.

As expected, Facebook, Twitter, YouTube and LinkedIn saw strong growth in users and engagement, while interest in MySpace continues to decline.

Obligatory Facebook stat: Divide the earth’s population (6.84 billion) by the number of Facebook’s active users (800 million) and it looks like approximately 1 in 9 people globally are signed up to Facebook. A stat that mind-boggling makes  it really obvious (in case it wasn’t already!) that social media is staying, staying strong, and important to your business.

Scientist and designer Anke Domaske with her milk-made yarn.

Yes, you read right. A German scientist/fashion designer has found a way to turn sour milk into functional, sustainable and attractive clothing. Cue impressed exclamation.

Although not a new concept (milk fabric dates to at least the 1930s), Anke Domaske’s ‘QMilch’ contains the first human-made fibre produced entirely without chemicals.

In a process that took two years to develop, the protein casein is extracted from dried milk powder, heated with ‘a few other natural ingredients’ and then spun into yarn.

About six litres of milk is required to produce one dress (retailing at between €150 and €200) for Domaske’s label, Mademoiselle Chi Chi.Domaske says the process takes just an hour, making it incredibly ecological compared with the production of other natural and synthetic fibres.

Cue impressed exclamation #2: Domaske says the protein contains anti-bacterial properties and can help regulate blood circulation. As a highly breathable fabric, QMilch also effectively regulates body temperature.

Like most people, our first reaction to the whole milk fabric thing was, ‘Huh?’, followed by, ‘Wow’. However, the analyst in us quickly moved to questioning just how ecological it is, given the impact of dairy production on the environment.

Cue impressed exclamation #3: QMilch is made using sour milk, which is apparently (albeit sadly) available in abundance, especially in Europe, where the demand for milk is not currently meeting the supply.

As you know, we at Mustard are big fans of innovation and creative thinking. A new product with a positive impact? We say bring it on. However, possibly the best thing about this whole business is the opportunity for headline pun gold!

Just think how difficult it was for us not to title this post, ‘Udderly Ridiculous: Dresses lapped up by consumers eager to milk new product’.