Archive for the ‘Web’ Category

why facebook is unlike anything we’ve seen before

August 20th, 2010 by Jonathan Poma

As I sit here and write this post, it’s been a crazy week in the digital world. Come to think of it, it’s been a crazy month…a crazy summer…a crazy year…ahhh, I digress.

As I’m sure you’re aware (I make that assumption because you are reading this blog), Facebook announced and released “Places” this week — yesterday, actually. If you follow the industry at all, this has been a long time coming. Nevertheless, this is facebook’s entrance cannonball (from the high-dive) into the location space.

I’ve already heard all kinds of things about how “this is going to kill foursquare” and “Yelp’s in trouble” and…blah blah blah, but that’s not what I want to write about.

Foursquare is growing like a weed to the tune of roughly three million users. Gowalla is the consensus #2 player in the industry, and they’re just under 400,000 users. Despite some great national partnerships on both counts, neither has really reached mainstream in terms of awareness, let alone acceptance.

So…here’s the thing:

Facebook is in a place unlike anyone before them. Facebook isn’t a search giant like Google and they’re not a shopping giant like Amazon. Rather, Facebook is a one-stop destination for its visitors to consume what they want to consume and interact with whom they want to interact. More than that, Facebook is a change agent:

Facebook is well on it’s way to well over $1.2 billion (BILLION…that’s nine zeros) in revenue. They are in such a strong position that they acquire whole companies just for their talent — Facebook is assembling the most diverse, forward thinking, intelligent team imaginable. You’re not a success when you’re on facebook’s radar…because EVERYONE is on their radar. There hasn’t been a startup making noise of any kind in the last 24 months that Facebook hasn’t been aware of. That said, it’s fair to say that you’ve made it when Facebook implements your core functionality into their own product.

First, Twitter knew they “made it” when Facebook implemented the News Feed, “@” mentions and all.
Then, Aardvark and Quora knew they “made it” when Facebook announced Questions.
and now…foursquare know’s they’ve “made it” because Facebook has announced Places.

I don’t say those things to badmouth Facebook — I say those things in awe of Facebook. I marvel at their agility. They’re not set in their ways, they’re not afraid to fail, and they’ve got more money than they could EVER spend and they can pivot on a dime — all the while maintaining commitment to an overarching vision and a dedication to their culture.

Up until this week, they’ve only been on the web. As of yesterday, with the announcement of places, they’re in the real world. They’ve taken a market with unlimited potential, validated by both success and competition of players like Foursquare, Gowalla and Loopt, and they’ve shifted the paradigm. It wasn’t but two weeks ago that I published this tweet, and the ability of facebook to expose emerging trends to an enormous audience is exactly why. Facebook, and this is part of the reason I’m in awe of them, continually pushes the envelope, bringing new trends (what’s next) to the mainstream…to mass audiences…exponentially faster than anyone else could dream of.

I’ve tried and tried to get my “non-digital” friends to use fourquare and/or gowalla for the last eighteen monts and I’ve received nothing but ridicule in return and so i realize that, sometimes, no matter how great the reason, people are just too set in their ways to adopt change — unless, of course, you force them to.

For that, I simply say…Thanks, Facebook. I don’t care what anyone else says about you, I think you’re doing great things.

Love that Like Button

August 6th, 2010 by Nick Seguin

We found something pretty compelling while reviewing analytics with a client the other day.

The client participates in the social web — they’ve got outposts on some of the major strategic networks and actively engage with customers. They monitor and are progressive with their digital strategy.

However, the focus of their digital footprint has been on active participation on these networks. As you know, social web has quickly expanded from constraint on networks to socializing content on any site and/or application. Native integration is important and robust APIs make this possible. [all of this when and where appropriate, of course]

A month ago, our recommendation was to begin to wade into some native integration on their primary site.

We installed ‘Like Buttons‘ on product pages. Note – that means that for someone to interact with them, they have to be ON the site, not on a social network.

After 1 month, results have been positive. While the total number of likes is very small (142 as of writing) the pageviews and visits that those likes produced exceeded 4,000 each in just 1 month.

What I mean is that when someone on the primary site ‘liked’ a product from that page, that ‘event’ was pushed (via Facebook Graph API) to their News Feed. Facebook users (some might have been fans of the client already, though we assume many were not) used that ‘like event’ from their friend as a link to visit the client’s primary website (we’re tracking referral URLs through Google Analytics).

above: pageviews filtered to referring URL generated from ‘like’ button

Leveraging customers’ social graphs through APIs allows what used to be utilitarian informational content on a primary site to become hooks — creating more brand touchpoints, working to acquire new eyeballs (customers) and continuing to allow peer preference to influence behavior. An intentional alignment of multiple web properties optimizes content and allows you to cover necessary ground.

Where are you (or your clients) leveraging APIs like we did? What sorts of content are you socializing and what are the results?

Lessons from Old Spice Man’s Social Web Ubiquity

July 15th, 2010 by Kevin Pfefferle

If you’ve been unplugged from your favorite social network the past few days, you might have missed one of the most impressive social web campaigns in recent memory. If you’ve been active on Twitter or Facebook, I’m not sure how you could have missed this: Procter & Gamble launched an amazing social campaign to promote their Old Spice body washes.

Combating the notion that body wash is only for ladies and recognizing market research shows that women purchase as much as 70% of the shower gel for men in their households, P&G’s partner agency Wieden & Kennedy based in Portland, Oregon launched the TV campaign in February called “Smell Like a Man, Man.” The commercials feature actor Isaiah Mustafa speaking directly to women of the household while portraying an over-the-top manly man that does not alienate or belittle men, but reaffirms that it’s okay (and even desirable) to be a masculine man.

The original commercial became an Internet phenomenon, already gaining more than 13 million views on YouTube. The Old Spice Man returned a couple weeks ago with a new commercial, and this time popular social networks were seeded with solicitations for users to submit questions for the Old Spice Man.

In the past few days, the Old Spice Man has posted an amazing 184 video responses to the Old Spice YouTube channel. Most of the responses are 30-60 seconds long, and are directed at various individual questions and comments on a variety of social networks. Some are directed at celebrities like Demi Moore and George Stephanopoulos, some at influencers in the digital world like Digg founder Kevin Rose and Mahalo CEO Jason Calacanis, and many more at average unknown internet Joes.

These short videos have become amazingly popular, flooding Facebook and Twitter with shared links and retweets, and gaining much more attention as a collective whole than they ever could on their own (although they have individually gained between 25,000 and 340,000 unique views). The real victory is that for at least two days, the entire Internet has been talking about the Old Spice brand.

So what makes this campaign so successful, and what lessons can be extended to your own social campaigns? Here are a few of my observations:

  • Respond in Real Time: Social interaction via web exists in the here and now – often something is “old news” in these contexts within a matter of hours. Although the Old Spice Man responses weren’t completely instantaneous, having a professionally created video response from a commercial spokesperson the same day your question was posted is pretty impressive. If nothing else, a quick response communicates one important thing: your brand is listening.
  • Engage the Influencers: By responding to and engaging with some of the most influential people in social web, the Old Spice brand quickly became the talk of the Internet. When you engage influencers, they influence others on your behalf. The campaign even went so far as to send real-life flowers to actress Alyssa Milano after a back-and-forth exchange on YouTube. Your target audience may not always be the whole of the Internet like Procter & Gamble, but targeting key influencers in your niche market can help your message spread to your audience quicker.
  • Give Community Managers Freedom to Speak for the Brand: If the Old Spice Man video writers had needed to get corporate approval for every video script, there is absolutely no way they could have generated 84 personalized videos in 11 hours on Tuesday (an average of one video every 7 minutes not counting breaks). By trusting those managing your social web presence to speak freely on behalf of the brand, it is much easier for them to respond to individuals quickly and directly – resulting in greater impact for your brand.
  • Give the Audience Freedom to Extend the Brand: In response to a popular request on Reddit, the Old Spice Man provided users with the tools to create voicemail messages using his voice, and users used it to create an online voicemail generator. This extended the Old Spice brand to the personal voicemails of their audience, a place they themselves never targeted. By giving the audience access to some of your brand assets, they may extend your message to locations you yourself may have had difficulty reaching.
  • Engage the Audience on a Personal Level: Although the sheer volume of requests from the audience for replies far exceeded Old Spice Man’s ability to respond to each of them, his very public responses to individual people (and not just celebrities) made the entire audience feel like they too could get a response. When your audience feels like your brand cares about them personally, they too will personally care about your brand.

The campaign wrapped up Wednesday evening with two response videos that expressed the personal connection that defined the campaign: a touching personal message to Mustafah’s own daugher, and a final farewell specifically thanking all of those who submitted questions and comments that time did not allow responses to.

In less than three days, the 184 YouTube response videos garnered more than 5.2 million views (where the Old Spice channel was the most popular on the site), grew the Old Spice twitter account from around 5,000 followers to over 66,000, and grew the Old Spice Facebook page to more than 592,000 fans.

How can you leverage these same concepts on a scale your brand can afford to grow your own web audience?

The Great Firewall of China

July 8th, 2010 by Dan Sauter

China Wakes Up

Napolean once said, “Let China sleep, for when she wakes, she will shake the world” In so many respects, China is waking up – largely due to an economy that has been booming, at 10% GDP growth or more each year for nearly a quarter century.

The internet in China is no exception. While China may have been sleeping – establishing its first internet connection in 1987, some twenty plus years after the U.S. – today, it is wide awake, boasting the largest base of internet users in the world, some 350 million, and growing at rates of nearly 20% new users each year. In 2008, it grew by nearly 80 million. Put another way, nearly 9,000 Chinese people gain their initial internet access each and every single hour. (stats)

 

The Start of Censorship

Sensing the potential for growth and the ability for the communication via the internet, the Chinese government became concerned and quickly moved to action, setting guidelines to limit, or censor, the internet in China. The initial regulations, passed by the State Council in 1997, were vague and noted that the internet could not be used for more than a dozen specific activities, including: “inciting division of country,” “spreading rumors,” and “injuring the reputation of state organs.”

 

The Great Firewall

To help enforce the regulations, the Ministry of Public Security initiated the Golden Shield Project in 1998 – an $800million plus program that resulted in what many refer to as “The Great Firewall of China” – the massive software infrastructure that enables the censorship of the internet in China. As China neared 150 million internet users in 2006, the Great Firewall powered on – and seemingly overnight, tens of thousands of internet sites became inaccessible. Most of the blocked content centered around political and news commentary, pornography, and the promotion of democracy and freedom of speech. While some sites had been blocked as early as 2000 in an ad hoc process, the Golden Shield Project signaled a new wave of censorship – smarter, stricter, and better equipped to control the fast-growing Chinese internet. Search engines became a primary target of the censorship, as they are the main portal through which users access information. By controlling and monitoring keywords that users enter, it is possible to block thousands upon thousands of results from ever being viewed. Between an estimated 30,000 “internet police”, and data mining and tracking software, the Chinese government is able to keep a solid pulse on what is happening on the internet, specifically what people are searching for and where they are finding their desired information.

 

Punishment

The penalty for breaking the rules in China’s internet game? Jail for many. Currently, China holds at least 48 internet users in jail, the largest amount of any country in the world. A recent incident involved Liu Shaokun, sentenced to a year in re-education camp, because he complained about infrastructure and posted pictures of a collapsed school online after an earthquake. His crime was classified as “inciting a disturbance.”

 

The Chinese are Super Social

Change and transformation on the internet can literally occur overnight. The average Chinese internet user, just 25 years old (compared to 42 in the U.S.), is increasingly becoming more and more social on the internet – not just using the web to find information and do tasks, but to connect with friends, and push out consumer generated content – blog articles, pictures, videos and more, to share with their online social circles. In fact, the Chinese are much more social than citizens of other countries.

China has noticed this and reacted – there has been a clear shift in focus to censoring social networking sites, services which allow the greatest possibility for the spread of information in a quick, uncontrollable manner. Wu Hao, a deputy propaganda chief in Yunan says it best – “The herd instinct on the internet is very severe,” he said. “An opinion, put online, can create a following, a magnifying effect.” China has reason to be scared – the last time millions of young people connected in a common cause, the Tiananmen Square protests and violence erupted. In fact, last year, upon the 20th anniversary of the protests, China cut off access to popular sites Flickr, Hotmail, and Twitter, and also ordered hundreds of Chinese portal sites to be suspended and post a message reading:

“In order to improve the internet content and provide a healthy environment for our netizens, we have designated 3 to June 6 as the national server maintenance day. This move is widely supported by the public.”


Western Web Reacts

Some internet companies have agreed to play along, and build censors into their services in China – signaling they would rather change their offering than lose out the potential to reach the largest internet market in the world. Myspace, in 2007, launched their Chinese version – complete with filters against content regarding Taiwanese independence, The Dali Lama, and other topics deemed inappropriate. Overall, however, reactions and resistance to the censorship of the internet has slowly become louder in recent years, led by Western internet companies frustrated with their services being inaccessible to the largest internet market in the world. Google made the ultimate move earlier this year, defying censorship regulations and drastically shifting their operations in China.

 

Reaction to Green Damn

In May last year, The Ministry of Industry and Information announced their next weapon against the internet – The Green Dam Youth Escort. The program requires all PC manufacturers to have pre-installed software on all machines shipped for sale in China. Defending the program, Qin Hang of the foreign ministry, said the software was needed, “to build a healthy and harmonious online environment that does not poison young people’s minds.” The program blocks information via banned keywords and phrases, and uses skin color and facial recognition techniques in an effort to block restricted images. As the proposed program leaked out, reaction worldwide was resoundingly negative. The U.S. Embassy released a statement saying, “The U.S. is concerned about actions that seek to restrict access to the Internet as well as restrictions on the internationally recognized right to freedom of expression.” Jonathan Zittrain, of Harvard’s Berkman Center expressed his concern, saying: “Once you’ve got government-mandated software installed on each machine, the software has the keys to the kingdom…” Closer to home, a poll run on Sina.com, one of the largest Chinese internet portals, revealed that over 80% of respondents had no desire to use the Green Dam program. Computer manufacturers have struggled to decide whether to fight the mandate, or to give in and keep good relations with the world’s largest electronic goods market. Microsoft has noted that appropriate parental control tools are “an important societal consideration”. However, “in this case, we agree with others in industry and around the world that important issues such as freedom of expression, privacy, system reliability and security need to be properly addressed.”


The Future

A recent saying, “I’d much rather weep in a BMW than laugh on a bicycle,” sums up the mindset of so many Chinese at this point – choosing newfound economic prosperity over unrestricted rights. However slowly, signs of resistance have popped up — the reaction to Green Damn being one example.

China is clearly at a critical point – charging forward in an effort to extend The Great Firewall, yet met by the fast-moving and intelligent crowd of 300 million plus web surfers who wish to have freedom to move about the web in an easy, unrestricted manner.

congnitive surplus – a resource we can design around

July 6th, 2010 by Nick Seguin

Clay Shirky has a new book out about and is speaking a lot on Cognitive Surplus. Shirky defines Cognitive Surplus as: the ability of the worlds population to volunteer, contribute and collaborate on large (sometimes global) projects. Cognitive Surplus, says Shirky, is a product of 2 primary ingredients. 1) The world’s free time and talents (in excess of 1 trillion hours/year) and 2) modern tools. Turns out, we (humans) have an ancient and fundamental motivation… and we were only couch potatoes before because that’s all the tools at the time could afford: consumption. With the birth of new media tools that are natively 2-way, our core motivation is at all of our (look to your right) disposal.

I like this. I agree with it.

What I like most, though, is Shirky’s position that ‘Cognitive Surplus is a resource we can design around’, and that ‘society gets what it celebrates’.

That’s important.

Here’s why.

Cognitive Surplus is a Resource you can Design Around

The focus of much conversation has been on community building, engagement, activation, etc. People are trying to figure out (and paying to figure out) how to build, inspire, persuade and create a resource – a fuel. As Shirky states, it exists. Don’t focus so much on how to teach it, create it or coax it. Focus, rather, on how to appropriately (optimally, for you monetization mongers) pair causes, events, and brands with the right aggregates of cognitive surplus.

That’s the beauty here – as we assemble communication, marketing and activation plans we can assume cognitive surplus. We can design for it instead of designing to create or encourage it. Liken it to architecting a colony for humans on a new planet and knowing you already have air or water. Check! Now you can focus on what those humans do and how they do it versus creating the elements to sustain them.

This assumption should alter how you think, plan, allocate resources, budget and build timelines. It should put emphasis on research, trend monitoring and aggregation and sentiment tools as pairing becomes the now must.

Society gets what it Celebrates

Assumed cognitive surplus paired with the notion that [a] society gets what it celebrates is crucial. (Feel free to substitute ‘community’ or ‘audience’ for society.) A grouping of people – connected through various social, economic, geographic, etc variables – pursues through creation, innovation, might, will, force(?) what it celebrates. Also, it achieves/realizes it.

If a society celebrates justice, accountability is sure to permeate all facets of life. If it celebrates knowledge, then mechanisms, institutions and protocol for access to and dissemination of knowledge will certainly be constant focuses. If a society celebrates humor, well, LOLCATS and http://icanhascheezburger.com/. Societies (at a macro level) tend to be self-fulfilling.

If we accept this position, this means we’ve got the fuel and even a generic view of an outcome. We are charged with aligning and equipping. Identification of a ‘society’ and what it celebrates. Alignment with a cause, goal or brand (that can benefit from that celebration). We can also build the tools to equip the society for celebration. (The position supposes the society will build them instinctively, but we can accelerate.) Digital instances for convergence, production and work!

Cognitive Surplus and societies getting what they celebrate means the real sauce is aligning and equipping. More focus on anthropology and sociology. Data and data analysis tools become king. Let the fuel run the engine to it’s destination after that. Of course, stick around to reap the benefits.

Personally, I think the really interesting bit will be the ability to identify and unite ad hoc societies based on or in right-time situations, confront them with tools and extract value on the fly before they dissipate (assuming a society based on right-time). Casual data analysis tools are the key there, I think.

1 billion dollars, 4 years and an iPad app

June 21st, 2010 by Nick Seguin

In this day and age we hear a lot about ‘personalization’. The concept is prevalent in areas such as healthcare, retail, banking and financing programs, and digital identities on social networks. Data translates to individual profiles and treatment that drill down to me, my preferences and my tendencies.

When The Ohio State Medical Center talked to us about ProjectOne – the 1 billion dollar initiative that will realize state-of-the-art facilities, environmental preservation efforts, thousands of jobs and advances in medicine that will change the face of prevention and treatment – we heard a lot of numbers. Those numbers were phenomenal, exciting and impressive. However, we knew the core of ProjectOne was the people the project will enable and serve at the Med Center, in the community, and the economy. ProjectOne will ultimately be the sum-total of effort, dollars, energy and visions shared and contributed by people.

So, we set to work developing a campaign and an experience for the official groundbreaking to surface the people who will build, grow and be served by ProjectOne.

The solution needed to be utilitarian. We had functional goals to accomplish. It also needed to coincide in vision and experience with the gravity and future-orientation of ProjectOne. Truly, ProjectOne is helping evolve The Ohio State University from excellence to eminence.

Visit the ProjectOne website to learn about the vitals, to donate and to keep up on progress.

The design showcases the physical representation of the project – renderings of the incredible facilities that will be a reality in the coming years. It utilizes visual RNA blot test results as inspiration to house the fundamental building blocks of ProjectOne: One University, The Future of Medicine, Economic Impact, Community Impact and The Environment.

Click into one of the pillars and see the stream of stories. What makes ProjectOne a success is the personal ownership held by the OSUMC, Columbus and medical communities. The initiative will create jobs and enhance what is already one of the top academic medical centers in the world. However, without people, buildings, laboratories, beds and offices are only spaces and objects. The website acts as a sort of digital time capsule: gathering stories at the groundbreaking and in the months to come which will guide the project and lay the foundation for the future.

To capture these stories, we built an iPad application and installed it on a group of iPads. These iPads made their debut during the groundbreaking event on June 18th. They visit events, meetings and satellite facilities at OSUMC. They make guest appearances in cafeterias, in hallways and parking garages. The app allows people to tell their stories, share their vision and state their expectations for ProjectOne. The stories are collected in a web-based administrative area where OSUMC staff can review and push them live to the website. The stories can be read and shared as they collectively benchmark and articulate the excitement and dedication so many people have to the Future of Medicine and an initiative that will benefit communities in so many ways.

ProjectOne

The combination of modern devices, software and experience has allowed the OSUMC staff and community to ensure that the single largest project in Ohio State University history begins and is infused with people.

If you’re around the medical center, keep an eye out for iPads. Pick one up and share your vision for how this endeavor will impact you and your community.

If you won’t be near one of the iPads, hop over to ProjectOne.osu.edu and click ‘Share Your Story‘ on the homepage. Use the site to be a part of this amazing story.