With 2012 now here and the world coming up with thousands of different resolutions, this wide vs. deep thought got me thinking about my own behavior. As a planner who loves digital, I find that I have a continual need to try every service, social network, application and experience that comes across from my Twitter stream, Zite feed, RSS feed or colleague who has found something worth sending a mass email about. In the ongoing rush to 'stay ahead of the game' and never be caught out in a meeting not hearing or using a specific type of technology, I'm always signing up, starting a profile and checking out the latest things. I really enjoy doing this but it takes up a lot of time and, in all honesty, 90% of these services don't really add much to my work life, let alone my own. This exploration takes a lot of time as well, most notably because the justification to try a new service usually comes at the expense of thinking more about a specific topic.
In one of my usual Sunday Starbucks work sessions trying to write a presentation, I take a 5-minute break to check Twitter. An hour and a half later, I have an Empire Avenue account and I'm reading everything Scoble has to say about it. How many times have I used Empire Avenue since? None (although I do get the weekly emails telling me that my 'share' price continues to look like RIM's).
When I look at my own digital life and the specific areas that I want to spend more time on, it is equally as fragmented. There is all the personal stuff (email, Facebook, Google, Calendar, etc) and all the content stuff (blog, Tumblr, book review site, film reviews, etc) and everything just seems - well - shallow. Hence the lack of AdJoke posting during 2011 - while work is busy, my 'digital time' has been fragmented more than ever in 2011 and my deeper level desires have been surprised.
So for 2012 I'm going to focus on a few deep areas vs. start 100 things that never really take off. The list is currently being prioritized but it should be pretty simple - Ads. Books. Films. Nothing to 'announce' as of yet but it's coming. A few new projects. A few things 'killed'. All in all, a priority to get out of the shallow-end in 2012.
For the last month, Fox News has been my default landing page. To those that know me, this may come as a surprise - especially for a Daily Show, Guardian, latte-sipping person like myself. And especially as someone who truly hates Bill O'Reilly.
I made this change for a problem that I've noticed in the last year - my internet life is lived within a pre-defined, personalized bubble. The systems that I use to view content - from Facebook to Google, Twitter to The Globe and Mail - have been customized to my previous click behaviors and changed based on links I find most interesting. In an Amazon 'if you like this, you'll like that' way, my streams have become so personalized that I'm predictable. If I could really see who 'my' algorithm thought I was, it would probably be as simple as my current Twitter description.
This phenomenon is not restricted to me and it is not new.
In the novel The Big Sort, Bill Bishop provides an in depth analysis into the physical redistribution that has been occurring in the US for the last 30 years. Because mobility is much easier, people are choosing to live in communities with people like themselves. Democrats want to live with other Democrates, and the same goes for Republicans. A look at constituency Presidential data shows that the swings are getting larger every year, not smaller. This physical distribution has meant that America is divided and that each side cannot relate to the other - someone who voted for Obama can't understand why another would vote for Palin and vice-versa.
Like these bubble-communities, the same process is occurs everyday on the web. Every site tries to tailor itself to each users - their interests, their past histories and the actions that help them learn a bit more about what content they should be serving.
Google is the dominant example here. Before 2009, search results were relatively consistent for most users in a specific region. Today, they are almost individualized based on over 200 'signals' that Google tracks - your IP address, history, location and browser, among others.
Eli Pariser, author of The Filter Bubble, shows these large discrepancies in an excellent TED talk. His novel is an excellent - and scary - look at the effects of personalization on individual users and what could happen as these bubbles grow stronger over time.
Consider this - not only do a few corporations control mass amounts of user specific information (Google search, Gmail, Plus along with Facebook, Amazon and Apple), but other data companies actively scrape users when they are on these sites and then sell their information back to 3rd party networks. Ever noticed that certain sites follow you around the web through banner ads after you've visited? This isn't a coincidence.
The problem with personalization is that it's really attractive - I get shown content that I know I will like, everyday. I find a few topics that I think are interesting (Apple News, Ads, etc) and I self-program to hear more and more about them. Pariser describes this in relation to TV:
'In TV network circles, there's a name for the passive way with Americans make most of those viewing decisions: the theory of least objectionable programming. Researching TV viewers' behaviour in the 1970's pay-per-vie innovator Paul Klein noticed that people quit channel surfing far more quickly than one might suspect. During most of those thirty-six hours a week, the theory suggests, we're not looking for a program in particular. We're just looking to be unobjectionably entertained.'
I believe that this theory is consistent with web content consumption today. We find something we like and continue down the rabbit hole:
'Your identity shapes your media,' continues Parison, 'and your media then shapes what you believe and what you care about. You click on a link, which signals an interest in something, which means your more likely to see articles about that topic in the future, which in turn prime the topic for you. You become trapped in a you loop, and if your identity is misrepresented, strange patterns begin to emerge, like reverb from an amplifier.'
There are many issues with our bubbles and I think that the largest one is that what most users find interesting isn’t what is culturally important. Year after year, the most searched terms are usually celebrities and the most popular articles on sites like the Huffington post are random ‘fail’ videos or 100 Bikini photo slide shows. While this might be interesting content, it’s the junk food of content, not the healthy stuff (to steal another Pariser analogy).
So how to we break out of this stream?
For me, it was the act of reading the opposite source from one news site. It’s helped but it is only the beginning. In the coming weeks, I’ll be thinking about ways in which we can proactively broaden our streams to ensure that we have a mix of ‘junk’ content but also important bits as well. To ensure that we don't lose people with differing perspectives from our social streams – but that these different voices are equal to those with the links that we click on.
In any event, I highly recommend picking up The Big Sort and The Filter Bubble – especially for the digital evangelists out there.
If you've ever advertised on Facebook before, you have probably been impressed with the ability to target users based on their age, location, interests and relationship status. Unlike many traditional display campaigns, Facebook lets you hyper-target and focus your ads on the people you want to most.
The challenge that many advertisers have seen to this point, though, is that Facebook ads have typically performed exactly like normal display units - they have low click through rates and are not driving the metrics that many advertisers hope for.
Recently, Facebook re-launched the Sponsored Story ad units. These seven units allow advertisers to leverage user actions (i.e. checking into a Starbucks) and target their ad to the friends of that user (i.e. Show that 'Sam has just checked into Starbucks' under a Starbucks execution).
Early testing of these units by a series of ad networks have shown a 46% increase in CTR and an 18% lower cost per fan. These metrics are certainly positive for advertisers, however they should have been expected. Why?
People who use Facebook do so for a simple reason - they want to connect with their friends and see what they've been up to. Our attention is drawn to the Stream and we all scan through the real-time stories, photo uploads, status updates and check ins that are happening within our network. In the past, Facebook has simply placed ad units beside the Stream or jammed them into the stream as a separate update. But if you had the choice to click on a random ad or a link that one of your friends had posted, which would you choose? Friends will always be more engaging than ads.
And Facebook knows this. The key for the site is to move closer to a world where friend updates and brands are more closely associated with one another. The site will always keep a 'users-first' mindset, but the Sponsored Stories are a way for Facebook to show advertisers that they are serious about improving performance.
Advertisers are excited about the early results from Sponsored stories. Attaching themselves to real content makes engagement more likely. The challenge for Facebook is that many users may not want to have their updates repackaged and sold to brands without their knowledge or consent.
Have you heard about Buffer? Buffer is an application that makes tweeting easier. If you’ve used apps like CoTweet or Hootsuite, you’re used to publishing services that allow you to schedule Tweets to be posted on different days and at different times.
Buffer is different, though, in a few important ways. For starters, it gives users a Chrome extension (or Firefox bookmark add on) that allows users to save links that the find while surfing to Tweet then or at a later time. As a browser who views hundreds of pages in a week, I like the idea of simplifying my tweeting process and not having to open Twitter to post a link.
The second is that the tweets are randomly scheduled so that your followers don’t get overly annoyed with your super-sharing. When you install Buffer, it sets four random times and then allocates your Tweets over them. Users can set them and tailor them as they wish.
And the third is a smaller feature that suggests Tweets that you might want to post. The engine currently populates your stream with inspirational quotes from the likes of Steve Jobs.
There are also nice options to add multiple accounts, some good analytics and Bit.ly incorporation. In my first 24 hours using the application, it’s been incredibly simple, intuitive and helpful.
Joel Gascoigne, one of the founders, took a few minutes to answer five of my questions about Buffer after using it for 24 hours. Here are his responses:
In 140 characters or less, why should a Twitter user start using Buffer?
'With Buffer, you can Tweet more without annoying your followers. Add great content you find to Buffer and we share it on an ideal schedule.'
Buffer makes it incredibly easy to store, schedule and share Tweets and unlike other publishing platforms (CoTweet as an example), the scheduling has been taken care of with random times to Tweet. Are these times based on data that you've collected (i.e. optimized based on best time to Tweet) or simply random?
'Our current times are based on data we've researched, with an element of our own experiences. What matters most to us is to leave our users in control. We therefore keep it is super simple for them to go ahead and adjust the timing to their needs.'
Suggest a Tweet is an interesting feature. Right now it currently provides the user with great quotes. How do you see this evolving in the future?
'We're delighted that many people are finding the quotes interesting and are Tweeting them. What we are really excited about is that these suggestions are now submitted by our users. So it is a crowdsourced project, and has been a great way to involve our community. We plan to push this further and build more tools for our community to help us shape the product.'
Describe the thinking behind your Pro and Premium accounts. For example, you can have multiple team members. Can these members be categorized and given different publishing privileges?
'The main reason people upgrade is for extra Tweets in their Buffer, or for the ability to manage multiple Twitter accounts. Additionally, they can allow team members to help them keep the Buffer topped up. Currently we've kept it simple, but there is definitely potential for different publishing privileges and ways to measure the impact each team member has had on the quality and quantity of Tweets published.'
Global brands are setting up Twitter streams en mass and experimenting with a slew of publishing platforms. Why should community managers and marketers consider using Buffer for their accounts? Are any brands using the service right now?
'We aim to be more than just a tool, and we're always delighted to talk to brands and help them succeed with their efforts on Twitter. We have many community managers using Buffer as a tool in their arsenal to manage Twitter. One community manager said the reason she chose is that Buffer is "The human way to schedule tweets to your community. My new favorite tool for myself and my clients." We have a number of medium sized brands using Buffer and we're reaching more brands each and every day.'
The potential for the twitter suggestion feature for brands is huge. Like Twitter promoted tweets, Buffer could allow brands to insert specific suggestions or links so that users can find content and Tweets to talk about when they're stuck.
Simply put, Buffer is worth a download. Test it out and tweet easier.
It's something that a lot of digital people talk about but few have actually explored a full definition of what 'value' is. The most common way that I hear value defined is in rational, economic terms - value is the rational exchange of something (money typically) for a product. I pay $5 for a video rental on iTunes because then I get to watch the movie that I missed in the theaters.
Yet that example doesn't capture the whole 'value' of that transaction - the film that I watch helps me get into social conversations that might be happening about that film. It gives me the opportunity to participate, to show that I'm interested in the same things and too relate. Said another way, it helps to shape my social identity (albeit in a small way) and that value exchange is part of the choice as to why I'm willing to part with $5.
So how to we define value when it comes to a 'digital' experience like a website, Facebook page or mobile application? I think that Suzan Boztepe's paper, 'User Value: Competing Theories and Models' provides an excellent framework to assess value in the digital world. After reading through it, I think the process for understanding digital value can be broadly categorized in a three part framework:
- Pre-Experience Expectations: any digital experience, just like any pre-product purchase, comes with a pre-existing set of expectations. Take an application. Before you tried out Angry Birds, you probably heard about it from a friend or one of the thousands of tech media sites that is obsessed with it. You heard that it was addictive, simple to learn and the top game for the iPhone. So you decide to try it out. You go to the App Store. You find Angry Birds and see a few screenshots. You read a few of the reviews. After seeing that they align with your friends (and everything else you've read), you decide to download the app. Before you've even played it once, you expect it to be simple, fun and addictive. This creates a value-expectation that needs to be considered prior to playing. As you've probably guessed, we can apply these pre-experience expectations to anything - a website (how do you find it in the first place? What did the banners say? The search terms? The Meta?), a Facebook page (what friends joined, why did they become a part of it? Etc).
- The Experience Itself: So now you've got Angry Birds. And you start to play. It only takes a minute to figure out the rules, the different types of birds and before you know it, everything you've heard about the game you are actually experiencing. It's fun. It's simple and your friends, and the reviews, are right. It's a winner. The value of the game (to this point) is that it gives you a break and lets you have some fun. It's emotional and, of course, through game dynamics helps to take you on a journey that keeps you engaged for the long term. If you think about it, shopping on Amazon.com is similar. You go there because you know that it has the biggest selection of products on the web but once you arrive, you not only find exactly what you were looking for but get additional value (through reviews, low pricing and 'if you like this, you'll like that') recommendations that the experience as a whole has long term value. Services like Open Table or Kayak offer similar benefits. Factual utility turns into positive emotional responses. (I think that this is the most important part of the value creation process and I'm sure that most website designers / agency creatives would agree with me).
- Post-Experience (and returns): At some point, you have to stop playing Angry Birds. You go back to work, the Tube ride ends and you have to get back to real life for a few hours. Eventually you return and keep playing. And you do this, again and again, until (at least for me), you find a new shiny app that dominated your attention for a few weeks. Like the movie rental example, my post-Angry Birds experience translates into value because I can tell people about how I enjoy the game, I can relate to those who have been playing for longer than I have (finally) and I can recommend / talk about it to people who haven't played before (for an early adopter, this part of the value equation is likely the most powerful).
Value can be temporary (a great YouTube clip) or long term (a continual return to your Facebook news stream) but in order to create it, you have to first understand what type of value you are looking to develop. More specifically, value could be utility (quality, conveniences), social significance (identity, prestige) and emotional (fun, nostalgic). What type of value are you hoping people get out of what you've made?
The discussion quickly evolved to affiliate programs and the power of them for someone with a bit of knowledge about search. I recently joined the Amazon Affiliate program and was very impressed with the simplicity of the process - simply sign in, find links, insert them into your site and if someone makes a purchase from your site (as a referral), you get a percentage of the revenue (in this case 4% with an upward moving scale based on sales). It's incredibly simple to implement and if you're site starts to gain any amount of traffic, the money can (albeit slowly) start to flow in.
But how do you find the right terms? And how do you decide what categories to focus on?
I started from a content-creator perspective. I had an idea about a new blog and worked from the content-type out. Many search experts, though, start from the keyword out. Using the Google Keyword tool, they look for 'attractive terms' (3-14K monthly searches) and then try to buy the .com domain for that term. Once it's purchased they join a relevant set of affiliate's programs, create a site with a few dozen pages and wait for the clicks to come in.
Chances are you've been to a link-baiting site before. It typically looks awful, is full of Google ads and doesn't answer your search query. Link baiting, like email scams, is a game of numbers. Get enough volume and any user will respond. If the volumes are high enough, those responses can generate real cash from affiliates.
The problem is, the quality of the experience is poor. And, as a result, the web gets polluted. Especially with public companies like Demand Media generating mass volumes of content specifically designed to answer medium volume search queries.
But still, what interested me is starting the content generation process from the pre-existing demand vs the passion of creation. For those people, the content is a means to an end - an answer that leads to a referral. For content creators, it is the attraction and the desire to be heard, to create something that people will - eventually - want to search for.
The key is to remember that the web is a spectrum. From one search query to thousands of blog posts, success not only depends on the quality of content produced but also the demand for it once it has been published. Using free tools (like the Google Keyword Tool) help to understand pre-existing demand for a content type is a great step for any content creator looking to find their niche.
What I found most interesting about this talk, though, was how the system mapped television content to the discussions that happened in the living room. In one excellent scene, we see how some normal TV shows - Jersey Shore, an NBA game, Grey's Anatomy, etc - not only drive the conversations that occur in the physical space but also influence the words that a child learns. While this might not seem surprising, the technology used to map this insight truly is.
We all know that popular shows drive conversations not only in the home, but at work the next day, in the pubs and other spaces we visit. Watching Roy actually map these conversations - from the medium to the physical space - allows us to actually see the engagement rates, by program, over the course of 5 years.
If we all had Roy's camera system, media companies could finally find a new metric and kill the GRP.
There are limitless opportunities in the digital world. From creating a new Facebook experience to improving organic search rankings, developing an Android application to testing out the latest social game theories, for many brands - anything is possible.
I'd bet that the second the client / agency saw this video, they knew they had a campaign. It would have been easy to simply air this spot (which they did), but they also made a YouTube channel the heart of the campaign.
Yes, it's sentimental. Yes, it's cheesy. And yes, it doesn't push the digital envelope with innovative ways to engage an audience. But if you see this and you've been to Disney and have kids, you're thinking about going there. I guarantee it.
Brian Pokorny, an angel-investor, is interviewed in the later part of the article and discusses how he evaluates 'social' companies. The core of his thinking is about services that reduce 'Friction' to as low as possible (in other words, make the service as easy to use as possible and it will scale quickly - resulting in viral growh and potentially major revenues). Freeman describes it as:
'Friction is what you don't want. Friction is what keeps people from signing up for your site or downloading your app. Because it's too expensive, because it's too embarrassing, because it's too difficult, because it's difficult at all. The Internet has been working to reduce friction. To make everything easier to use, easier to sign up for, easier to navigate, cheap, free, freer than free. In a perfect world, there'd be friction if someone didn't sign up for your thingy. Again, FB has it right: It's frictive to not have an FB account; just ask anyone who has to explain six times a day why he doesn't have one.'
When you think about different types of friction on the web, there are many - it takes time to register a profile, to validate an email address, to go through steps. But beyond that, it takes time to think of a photo to upload to Facebook or even a 140 character Tweet to write. That seems almost insane (that a Tweet would be considered Friction) but it is. That's why sites like DailyBooth are on the rise (more on this below).
When you think about this idea, it makes complete sense. The more friction (or steps) that you make me go through, the less chance you have of making me complete the journey. When you apply this to a site journey or Facebook application, you quickly see that every click results in a drop off - somewhere between 10-20% depending on the user ask. Applied to 'rich' experiences that ask the users to click 8-12 times and you've got a fraction of the people who made it to the landing page in the first place (which is a fraction of those who you might have been running ads against). This friction counts and hurts many of the brand experiences out there.
The second theory of Brian's is a perfect additon to Friction - with any experience, the user must get more out of it than they put in. So simple.
But think about it applied to photo-upload contests (as one, frequently-used example). We ask users to go through the app, register, think of a photo that applies to the theme of the contest, upload and then beg for votes. If they're lucky, they will look at the other photo's that users have uploaded and be entertained. But in reality, they won't. They'll just canvass votes or - more commonly - forget about the experience.
Reducing friction and adding value are buzzwords of the digital world. But just because everyone talks about them doesn't mean that they are actually being applied to experiences.
As an aside, I've started using a few sites mentioned in the article, specifically:
- Dailybooth: One of the easiest experiences I've had. Create a profile, take a picture of yourself. Upload. People comment. Repeat. Hugely popular among mobile users. It's like a mix of Flickr and Twitter but easier to use than both.
- Blippy: It was scary to give my iTunes password, Gmail and Credit Details, but I'm intersted to see how live, social tracking of my purchases changes my behaviour. I figure I'll either delete the account in a few days or be obsessed for the year.
That's right. A gaming chair. Also known as a 'stay single' chair. Functions include:
- 2 CD racks (seriously?)
- 2 can holders (for your pops most likely as 12 year olds can rarely find someone to buy beer)
- Guitar Hero Guitar Strap on the back
- Game pouch
- Various pouches to store additional items (HDMI cables, why not?! Drumsticks? Of Course?!)
Remember all the posts I promised about CES right when I got there? I know, I lied. I'm sorry. Just a whirlwind. Here, though, are a few stats that I heard at the various sessions and booths at the conference (sorry, can't remember the names of most people):
- Samsung's Application Store has over 105 million downloads (from VP Innovation at Samsung on a panel) This shocked me. With the emergence of Smart TV's, the proliferation of applications will continue to grow.
- Habbo Hotel has 9 million active monthly teens on the site and over 200 million registered characters (Head of Habbo New Biz)
- GameStop, the largest bricks and mortar game retailer in the world, CEO said that 50% of their game revenue in 2010 was for PS2 games - a system that hasn't been made in several years (a reminder for all of us on the innovation curve that it takes a lot of time for the early majority to adopt new technologies)
- Netflix video streaming accounts for 20% of all streaming in the US (CNet)
- The average American TV viewer watches over 34 hours of TV a week (Zander, CBS)
- To that end, the average US TV viewer spends over 150 hours a month watching TV and only 3 hours a month on online video (Mindshare)
- There are over 60 million PlayStation Network users (Sony)
- Production costs for a Hollywood-quality TV drama are approximately $2 million per hour episode (Zander, CBS speaking about TV quality vs. web)
- 98% of all rich media ads are created in Flash (Adobe)
- 80 different tablets were 'launched' at CES (launched in quotations as only a small percentage of these will actually make it to the market)
- iTunes is the 2nd most popular application on Windows (unverified)
Thanks to Alix for the link.
I'm currently in Vegas attending CES 2011. The early reviews from the media day yesterday have all focused on convergence of technologies - from your TV to your car, everything will continue to be connected for the future. It seems like we've been hearing about convergence for a long time now and I'm interested to see how brands continue the story during the show.
Major areas that I've already noticed gaining coverage include:
1. 3D everything - every brand has launched something that is 3D, whether its a TV, camcorder or camera. This continues to be a major focus area for the show and all manufacturers are battling for the best, thinnest, clearest and most advanced 3D experience. While I think that 3D from a tech standpoint is cool, it's the content providers who need to start creating in the new tech. Only then will 3D become mass (and many people have a huge issue with the glasses, it seems)
2. Internet TV - from Google TV to Sony to LG, truly web-enabled TV's will become the standard this year. For me, the multitasking aspect of the experience will be critical. I currently watch TV with a iPad and laptop going in the living room. I need multiple screens and wouldn't ant one experience (ie. Watching Inception) to be hurt by another (Twitter notification in the screen).
3. Mobile - again, no surprise. 4G is getting a lot of press and so are the plethora of new tablets that are launching. This space is the most interesting to me because the mobile is by far the most important device that most people will have.
If you'd like me to check out any specific products or brands while I'm here or want me to ask any questions, please leave any in the comment section.
In any event, it should be an interesting show and I'll try to post regular updates.
"There might be tens of thousands of people who conceive the possibility of the same invention at the same time. But less than one in ten of them imagines how it might be done. OF these who see how to do it, only one in ten will actually think through the practical details and specific solutions. Of these, only one in ten will actually get the design to work for very long. And finally, usually only one of all those many thousands with the idea will get the invention to stick in the culture."
The wikipedia definition of imprinting is as follows:
'Imprinting is the term used in psychology and ethology to describe any kind of phase-sensitive learning (learning occurring at a particular age or a particular life stage) that is rapid and apparently independent of the consequences of behaviour. It was first used to describe situations in which an animal or person learns the characteristics of some stimulus, which is therefore said to be "imprinted" onto the subject.'
The way that Ariely describes this is through a very simple example - going to Starbucks for the first time.
For many people (myself included), going to Starbucks 4-6 times a week is a routine. But why is this the case?
To be honest, I don't remember the first time I went into a Starbucks and I don't remember what I ordered. But I do know that when I first when into the coffee shop, my rational thought pattern when something like this:
A. I'm thirsty for a coffee (or something)
B. This place is right on the corner
C. I know people who love it here
D. I'll try it out even though it seems over priced
E. If I don't like it, I'll stop going.
Trying out Starbucks - at that moment - wasn't a big deal to me. It was a one-off. But immediately after that experience, I now had an imprinted version of Starbucks (an expectation) that then led to a routine that has cost me thousands of dollars and lasted for year over 8 years. It was an experience that made me feel good (warm cup/good taste), comfortable (quick break before the day really starts) and prepared for success (start the day well and it will be a good one). That first experience led to a chain of events that not only changed my daily behavior (from no coffee each morning to 'must have or else')
Extend this concept to the web. The first time I created a Facebook profile I viewed it as a test. A friend of mine was raving about the site and said that I needed to try it. After resisting for a few weeks I thought, 'I'll give it a shot for an hour or two'. That was on December 15th, 2006 (the first day when I uploaded a profile picture).
It's been almost 4 years since then and I can't remember a day where I haven't checked the site - either for work or personal - on my computer or mobile. Like Starbucks, I start my day with it - run through brand pages I'm a part of and, of course, check through the News Feed to see what my 590 friends have been up to.
The average user spends about 55 minutes on the site based on recent Facebook data. Consider that number in relation to the 1,460 days I've spent since I registered my profile. Some days I'll only spend a few minutes, others (due to work) I might spend a few hours. But let's take 55 minutes as the average and multiply it across 4 years.
80,300 minutes. Looking at that staggering number another way, that's over 55 days solid on Facebook since I joined (3.8% of my time over the last four years has been dedicated to creeping photo's and updating streams on Facebook).
Whether or not it's been 'worth it' is a topic for another post but the important thing, for me, is going back to December 15th, 2006. Opening the computer, searching for Facebook and starting a profile in less than a minute.
Just like Starbucks, that first experience led to a fundamental change in my behaviour - and something that took less than a minute to start, has taken over 55 days of my time since.
The next time you think about 'just trying something' once, remember that it might not be easy to stop after that first experience has been imprinted on your mind.
Sometimes when I watch a TV spot or campaign, I wonder how much it cost and how that money could have been spent elsewhere. The dollars (or pounds) get added up in my head and I (mostly foolishly) wonder what the ROI on a specific spot would be.
I've got to say, though, that in the world of digital and clients who want less TV and more platforms, tests and experiences, perfume advertising remains one of the purist in terms of old-school thinking: big, expensive films that focus on weird, emotional little vinnietes and stories. Most leave the viewer with a 'WTF?' expression on their face.
In the UK during the holiday's, literally every break contains 2-3 30 second spots featuring international stars. The one that really caught me is for Dior featuring Jude Law. After some searching, I found out that the 30 was actually a cut-down from a 4-minute film that was directed by Guy Richie. It's something out of the mid-80's; extremely well-shot, weird, great track (Muse) and some shots that you don't forget. Check it out here:
I've watched it 3 times and I still can't say whether I even like it. It is so over the top, so expensive, so ridiculous that it's almost, well, awesome. I've never considered buying a perfume product before but if it makes me feel half as good as Jude Law driving at 5am through the streets of Paris, I might need to get to the nearest John Lewis as soon as possible.
Could I have bought this as a client? I don't know. Especially considering the price was probably well over 3 million pounds to get this crew together for a few days. But sometimes we have to remember where this industry came from - emotional, strange, short ideas that make you notice and consider a product you'd never heard of before.
What do you think? Brutal or great?
The top story - by far - that day was one that CBS put together about Chris Henry. Henry, only 26, passed away last year during the season and his team, the Cincinnati Bengals, as well as the NFL was struck by the tragedy for the remainder of the season.
CBS put together a story about Henry's mother and the legacy that he's left behind. If you don't tear up while watching this, there's something wrong with you:
What I love about this piece isn't just that it's a great story - it's that it is told in a superb way. Although follows a typical narrative, it's incredibly personal and uses the medium perfectly. It is also, to me, the definition of great content: the minute after you see it, you can't help but share it.
I recently came across a great script that the developer of Instapaper wrote in his spare time that highlights some great insights about how we rate apps. The script was designed to crawl through the US Apple App store for the top 100 applications for every category and compile the most common words from the 1-star and 5-star reviews.
Here is the list of the most common reviews from the 5-star group:
- Awesome, worth, thanks, amazing, simple, perfect, price, everything, ever, must, ipod, before, found, store, never, recommend, done, take, always, touch
- Waste, money, crashes, tried, useless, nothing, paid, open, deleted, downloaded, didn't, says, stupid, anything, actually, account, bought, apple, already
On the flip side, apps that got the worst reviews were summarized in the language of disappointment - waste, useless, stupid, crashes.
Breaking through in the application market is just as (if not more) difficult as doing so on a site. When I consider my own application usage on my iPad / iPhone, if the application isn't awesome or simple within the first five minutes, I'm done. Research into application usage reflects that I'm not alone. Most apps are deleted within the first 30 days of their download. People try them, get bored, and move on.
The interesting insight about applications, though, is that we can rate all of them in the same place where they are downloaded. Imagine if the same was possible for every brand website that's ever existed? I suspect we'd see a lot of the same words associated to the 1-star reviews that we get on apps. If only we had a place to put them.