Archive for the ‘Interoperability’ Category

With the announcement of the Open Graph, Facebook has once again provided an evolutionary leap for the entire industry. Publishers, brands and consumers alike will benefit from “a smarter, personalized web that gets better with every action taken”, as concisely described by Mark Zuckerberg at yesterday’s F8 conference.  With Facebook’s critical mass (nearly 500 million members as of today), the Open Graph is poised to become the most powerful move the company has made so far – if successful it will revolutionize the web as we know it and propel Facebook into a position to compete with Google for the throne of dominance.

The Open Graph – We Like

Facebook is already fairly ubiquitous among consumers. Facebook Connect has extended that ubiquity to sites outside of Facebook, but the process for consumers, publishers and marketers was not seamless. While successful, Connect was not the technology that extended the social experience of Facebook to the entire web. But that is exactly what the Open Graph will do. Facebook has simplified the process of implementing the code for developers and for sharing and connecting with content and brands for consumers. It is truly a win-win-win. One line of code (an iFrame for those who care), will enable publishers to include a “Like” button, which will facilitate social actions anywhere on the web. As long as you are logged into Facebook, your cookie will allow your social graph to augment the experience on any site with the code. Bret Taylor said it best during F8  yesterday that “Lowering the friction of sharing will increase the volume of sharing”.

Vaults of Data

Facebook already sits on a data goldmine, but these vaults will become far deeper with wider ranging application as the Open Graph further connects social graphs of individuals, brands and publishers around the web. For now the targeting opportunities resulting from the additional data will be limited, most likely providing marketers the opportunity to target interests “liked” for the time being. But the potential of the data applications are profound – think Minority Report-like, as mobile and geo-location converge on the Open Graph.

Privacy

Inevitably there will be some privacy backlash, as all forms of behavioral data applications are under severe scrutiny by the FTC and advocacy groups. Of course Facebook thought about this too – and they will be rolling out a new simplistic privacy panel where you can opt out of the Open Graph. Ultimately there will be collection of an amount of non-personally identifiable data at a scale that we have never witnessed before, and the proximity and ability to connect it to personally identifiable information will most likely become the issue at hand. But the benefit of the Open Graph adding significant value to the overall consumer experience, and the affinity with Facebook as a trusted brand powering the collection, storage and usage of the data will trump any privacy backlash. Make no doubt about it – there will be some backlash – there always is – but we will get past it rather quickly. The social web is here in a big way, and our lives have been changed forever – and soon everyone will realize it.

A Monumental Day

For marketers, in the short term this turning point will make it exponentially easier to turn fans into advocates, identify new prospective customers, and drive peer influence through the coveted Facebook newsfeed. In the long term, the potential is far wider reaching and as mobile and geo-location (Facebook is launching their own geo-location service as well) converge with the Open Graph, this may be the catalyst that soon connects the online and offline world. It is truly a monumental day.

You can see the F8 conference videos here.

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mobile-socialFollowing last week’s DigiDay Social & DigiDay Mobile conferences,  I had a chance to brainstorm about how social and mobile marketing were becoming such interconnected bedfellows. The trend is only strengthening.

Consumers are looking for experiential and utility value in social and mobile channels. The experiences we provide consumers are converging, and becoming less about the channel, platform or destination, and more about experience itself (I’d argue that it was always that way),  the development, distribution and measurement of these distributed experiences must strive for complete interoperability.

Currently, devices and platforms have various protocols and standards that make this a lot of work for developers, and more importantly, a major expense for companies. The end result – few companies have a consistent digital experience to offer consumers that transcends any platform or device the consumer chooses. Consumers want this, marketers want this.

Enter Adobe…yes, Adobe.

Apparently Adobe plans on creating uniformity across social and mobile applications.  Essentially a developer could build flash-based apps in a to-be-released authoring tool, that will be customized to deliver experiences to consumers in each native environment. Sounds like the holy grail of a uniform experience across various social platforms and channels. Of course the acquisition of Omniture will provide deep analytics into the performance of these distributed experiences. Adobe, I applaud you for taking this stand.

Not The First Time

Flash has been the basis of rich experiences online for over a decade. And why wouldn’t the makers of Flash want to maintain and even bolster this ubiquitous position? Those who have been in the digital media space for sometime remember when Macromedia (original brand that developed Flash) partnered with Doubleclick to develop DART Motif. Well, Macromedia’s involvement was limited, but the strategy was the same – create a level of uniformity between otherwise disparate systems that develop and deliver Flash-based experiences. Times have changed, and Adobe has far more skin in the game now. This is a big play. This can be a major boon for the  entire ecosystem – developers, marketers, content providers, and of course consumers.

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picture1Over the last couple of weeks Sprite (Coca Cola) launched an interesting reality-type program on YouTube called Green Eyed World, which will follow the nascent music career of a new artist, Katie Vogel, as she leaves her family in the UK and heads to the Big Apple, NYC. It’s typical reality format and also branded entertainment at it’s “best”.  I’m not a big reality fan, so I won’t comment on the content, but I do think the singer Katie Vogel has a nice, raspy, jazzy musical style. But I digress..

The interesting digital marketing tidbit here – is that YouTube (well, Google – as in one of the brands with a competing data portability product) has agreed to implement Facebook Connect, which will allow viewers to interact with their friends on Facebook and even with Katie herself while watching episodes. The fact that Google is using Facebook Connect can only mean that the two companies are open to the potential of the openness to a two way data portability relationship. Either that, or it was a big enough deal for YouTube – which  really needs the revenue.  Remember the history making data portability case implementation that rocked our world a few months back? …when CNN implemented it during the presidential inauguration? Well, this isn’t that big a deal, but it’s refreshing to see the mash-up of reality programming, branded entertainment, and social media data portability.  Kudos to the team from at Coca Cola Europe and FullSix for kicking off a global campaign in the UK and achieving global momentum. Well played.

Incidentally, this is a big change from Sprite’s early foray into social media via one of the first Facebook apps  in Nov 2007, which ironically is still there rotting away with 4 installs (i am one of them and know 2 others – ouch). One of the wall comments on the Sprite Sips page is most likely the best internet comment I have ever seen  – “This app is crap to the power of suck” – Lucy Peery . I’m making a t-shirt out of that.

Reminding you to add value within social media communities, earn respect…and have you pet spade or neutered.

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logo_mediapostThis is an article I wrote for MediaPost, published on Jan 26th

What an amazing moment in history we have witnessed.

I’m not referring to our first black president, the renewed hope for our deteriorating morale, nor the reclamation of our stature as a productive participant in the global society, but rather the precedent of such astronomical digital engagement focused around a single purpose. The proverbial water cooler effect was alive and kicking as live TV met social media for the first time ever via CNN’s live stream of President Barack Obama’s inauguration and an effective implementation of Facebook’s data portability product, Facebook Connect.

As media continues to fragment and marketing interaction becomes more personal, the Obama story represents a macro view of the forest that sometimes marketers and agencies tend to miss due to the intricacy of the trees.

The Basics: The Product, The Brand

During Obama’s campaign for the presidency, his team was praised for their use of digital media channels, particularly the incorporation of emerging channels like social media and mobile. I applaud the marketing team for their efforts, but remind you that it is brand Obama that fostered the community, engagement, energy and word of mouth, more so than the marketing vehicles.

That being said, the channels lent themselves to what brand Obama stands for — transparency, community, revitalization and unity. Sen. John McCain’s campaign utilized similar channels but they yielded different results, albeit the McCain campaign had seemingly differing prioritization of these channels and lacked the support of the younger demos fueling some of the social media participation. Generally, brand McCain simply represented something different than brand Obama.

Transparency

Everywhere we look, transparency is becoming an increasingly significant attribute. Consumers don’t want transparency, they demand it – from our politicians, from the businesses that represent the backbone of our economy, and from our marketing efforts. The ubiquitous requirement of transparency benefits all except those who have something to hide. You can’t run and you can’t hide. The social media ecosystem now represents a mechanism of enforcement, judge, jury and executioner. Especially in the down economy, you must be honest with yourself about your product, your business practices and operations. Fix what is truly broken. Surely we all agree with the old adage that perception is 90% of reality, and never before has reality been able to influence perception in the manner it does today.

Integration

“Obama Everywhere” was the header of the block of links leading to his presence within various social networks, but should have been the incorporated his presence in all channels. Now that Obama’s in office, the federal government has an integrated communications strategy that exceeds that of many marketers. Who would’ve thunk it? The consistent message of “change” and “revitalization” have been weaved across media platform and marketing discipline and are actualized to become more than just words.

The icing on the cake: The re-launch of WhiteHouse.gov at 12:01 p.m. on inauguration day. The welcoming message: “WhiteHouse.gov will be a central part of President Obama’s pledge to make his the most transparent and accountable administration in American history” complete with a new blog, email updates, and access to the Office of Public Liaison, which “seeks to embody the essence of the President’s movement for change through the meaningful engagement of citizens and their elected officials by the federal government.” The last time I visited WhiteHouse.gov was when my ISP asked me to check my internet connection. It’s now in my list of RSS feeds.

Mobility

During his campaign Obama utilized the mobile channel to engage and activate voters, many of whom were segmented on a local level. Text messages reminded you to get out and vote — heck, the selection of Sen. Joe Biden as Obama’s running mate was announced via SMS before any other channel. The iPhone app made rallying behind your candidate an interactive experience versus a stream of static messaging. Those who attended the inauguration in D.C. had the opportunity to receive SMS updates about which entrances to use, which routes had the least traffic, and even a reminder of the weather. Although the mobile efforts may not have done much to influence baby boomers in the mid-west at scale, it was one of the multi-faceted ways brand Obama reached those who favor the channel of their choice. When thinking about mobile, think about aspects of utility and activation.

The Take Away: The Un-Campaign

Brand Obama led less of a campaign and created more of a movement. Although “hope” and “dreams” may work for political speeches, they do not present the foundation of a solid marketing strategy. Most brands have not achieved the level of equity as brand Obama, but all brands have advocates. Energizing brand advocates and listening to the market at large are universal principles of brand marketing that have been around since the dawn of marketing time. The tools and channels have evolved, and will continue to do so.

Social media has reached a point where the energy of brand advocates (or detractors for that matter) creates a constant undertone, unattached to the parameters of your marketing campaigns. It is no longer optional to monitor the social media ecosystem and modify your marketing, PR and product development efforts based on this undertone. Prospective brand consumers have access to the collective at all times. Are you doing what you can to understand what consumers feel about your brand? Does the reality of what your brand stands for meet your desire of its perception? Remember, your brand is what consumers say and think it is.

video_iconI could not agree more that the industry needs a new video standard. Amen to that. I interact with enough senior agency folks to know that we all want a new standard. So I’m not quite sure how the new effort from Publicis’ VivaKi launched without the collective support and participation of any of the other holding companies. To that I say “Really? You couldn’t rally the support from any of the other agencies?”. That in and of itself could possibly put a damper on things. VivaKi managed to incorporate participation from some of the industry’s top online video publishers (AOL, Broadband Enterprises, CBS, Discovery, Hulu, Microsoft, and Yahoo, and a handful of VivaKi clients who will be testing new permutations of video units throughout the year with the intention of rolling out what VivaKi hopes to dub as a new standard by year end (thus allowing enough time for publishers to package it with the 2010 up-fronts). Of course, VivaKi clients will then have first  dibs on the new units.

Although in my humble opinion, the partial collaboration doesn’t wreak of a process that standards will emerge from, it should shake things up a bit, and I’m glad to see someone doing it (albeit I would have rather seen a collective of active agencies pool their collective thoughts together on this versus just VivaKi).

I’ve been preaching this for at least 3 years now. The online video model should focus on harnessing some of the unique attributes of digital media. Currently it replicates the TV model. I’m hoping to see the new formats include all of the following:

From the consumer’s perspective:

– Interactivity & Interoperability: Video as an experience not solely a message

– Relevancy: Improve the segmentation of content and the ability for consumers to find specific video via improved search functionality and recommendation engines

From the industry’s perspective:

– Interactivity: marketers need the ability to engage the consumer and provide the necessary depth of experience consumers have become accustomed to online

– Addressability & Improved Targeting: current targeting parameters for video are pretty weak, this is a major area that needs imrovement – delivering different content and ads on the fly to specific consumer segments

– Evolution Of Ad Serving  For Video: if agencies had the ability to serve video themselves, they would have more control over on-the-fly changes and the benefit of  immediacy of data for analysis

– Portability & Syndicatability:Video content providers and publishers with a need for more video content would benefit from a standardized method for dynamically serving these new video experiences, sans the restrictions of one video player versus another

New Metrics? Not So Fast…
You’ll notice that I did not mention common or new metrics. We have a slough of metrics already, such as levels and duration of engagement, increases in branding effectiveness and DR metrics that can and should be applied based on the client’s goals. If anything, we need more data on the correlation between advertising metrics and market impact (this is true for other aspects of online media as well). For example – what is the interrelationship between engagement percentage, duration of engagement, reach and impact on influence, brand preference and purchase intent (and over time, market share)? Ultimately every marketing investment is being compared to every other option available, so we must look at the overall ability of channels, formats and options to influence the target, not just the subset of engagement (or worse yet, response)… and this must be analyzed in the context of a media mix.

The Model & The Media Mix
The media industry has come come a long way and yet we never have been able to definitely develop media mix models that are universally accepted – why? Because there is no such universality. But furthermore there is little industry-level research on the correlation between various advertising metrics and the true influence within a market. The GRP/TRP has been used as a surrogate for the inter-relationship between reach & frequency and market impact, but this metric is predicated on the replication of historical performance and has not evolved to include the unique attributes of digital media so therefore it is not a standard used online. Hence so many career marketers and traditional media folks pulling the hair out of their heads trying to figure out how to integrate the canary in the coal mine.

The Moral Of This Online Video Story
We must focus on mapping the features and requirements of online video standards to the unique attributes of the medium itself, while evolving the consumer experience. Specifically, we must provide engaging and relevant experiences with the ubiquity of text, the interoperability of functionality beyond video, the discoverability and contextual relevancy of search, and the portability of RSS, we then have a platform that has aligned with the trends of online consumer behavior. Increased consumption will follow, and advertisers will follow the light.

What do you think about the next generation of online video standards?

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Jan 20, 2009. What an amazing moment in history. Our first black president, renewed hope for our deteriorating morale, and recuperation of our stature as a productive participant in the global society. Oh yeah – and the online coverage and engagement were astronomical.

Watching today’s history unfold for me was a unique experience. I had to go to the hospital for some testing, and was sitting in the waiting room as Obama gave his inauguration speech. We all huddled around the TV and watched one of the best (if not the best) political speeches in my lifetime. It reminded me of some of the powerfully emotional and motivating speeches from before my time, from a breed of politician all but extinct until this campaign and election. I also had my mobile phone handy Tweeting, blogging (in fact, I stated this post on my mobile phone) and scanning the reactions from others – what would turn out to be millions of others. CNN’s Live coverage via the first really kick ass Facebook Connect integration, topped 1.5 million Obama-related status updates during the inauguration day coverage. Watching live TV on Facebook and discussing it with your friends – truly triumphant!

Additionally:

– Obama’s page on Facebook has over 4 million fans.

– CNN.com itself streamed over 21million streams of the inauguration, and generated over 136 million page view.

– At exactly noon, the Obama administration relaunched WhiteHouse.gov, right on schedule.

– An Obama administration run SMS program provided valuable info to the 2 million+ fans who attended the inauguration

– Our executive government understands integrated communication and is also part of  the proverbial conversation. Kudos all around.

Folks, the water cooler has come to the internet! Live television met social media in a truly impactful way and the implications are far reaching. There’s a huge revenue model in there somewhere, and surely we have watched history unfold in more ways than one.

brainI’ve been meaning to put the pen to paperkeyboard to blog on this one for a while now…

Have you started to feel overwhelmed by your growing social networks? We all have growing networks of friends and followers. Not only are our networks growing, but they are growing across multiple platforms – social networks, blogs, microblogs, video subscriptions, photo sharing, forums and other social media platforms. With many of these platforms we unintentionally obtain a new “inbox” of sorts. Trying to keep up with the barrage of communications and updates, and maintaining relationships can easily overwhelm you. Even with the influx of aggregation systems, increasingly people are starting to have a hard time keeping up. Between the pressure from peers (and old high school friends that you may have fallen out of touch with on purpose) to connect, and for marketers the seemingly equivalent pressure of keeping up with the Joneses, it’s sometimes enough to drive someone crazy. Earlier this year I learned about the existence of the Information Overload Research Group …but I was too caught up in my own information overload to attend their conference at the time – ah the irony. Last April the NY Times even ran a story about bloggers dying from trying to keep up.

You are not alone. Enter the Dunbar Principle.

The Dunbar number (first published in 1992 by British anthropologist Robin Dunbar and made popular in the marketing industry by Malcom Gladwell in 2000) is “a theoretical cognitive limit to the number of people with whom one can maintain stable social relationships”. According to Dunbar, “this limit is a direct function of relative neocortexsize, and that this in turn limits group size … the limit imposed by neocortical processing capacity is simply on the number of individuals with whom a stable inter-personal relationship can be maintained.”

For the record the approximate number is 150. Although it makes sense that new technologies will facilitate the growth of the Dunbar number, just how far can it go?

A recent HP report “Social Networks That Matter: Twitter Under The Microscope“, shows a unique effect of technology facilitating pushing humans past the Dunbar number. As the graph below points out, gaining followers (growing your network) is easy, but as followers increase, your true social connections rapidly become near meaningless. Interesting theory. Think about the ramifications as social media matures and our networks thin out a bit. Deeper social connections versus larger and less valuable ones.

From "Social Networks That Matter", HP 2008
From “Social Networks That Matter”, HP 2008

 Long story short, social media is still in its infancy and has a long way to go. We are about to enter into the era of data portability, where you can take your social graph with you anywhere you go online, rather than simply watching your networks grow at specific destinations. That’s huge – absolutely huge. The ways in which consumers interact with each other and consume content will continue to eveolve over the next several years, not to mention that the monetization models for the platforms will need to emerge for them to stick around. The crossroads where consumer desires meets social media platform monetization has proven thus far to be an elusive place and a disproportionate one. Yes I mentioned monetization (better yet and more accurately, profitability). After all, it must happen eventually and continually sweeping it under the carpet is absolutely the wrong thing to do, as many self proclaimed “social media experts” tend to do. No it is not straightforward, it may not even be on the immediate horizon, but it will happen – it must happen. But make no mistake about it – that crossroads and balance will exist. The consumer has a taste of experiential freedom, and you just can;t put that genie back in the bottle – nor would we want to.