Danny DevriendtFollow @dannydevriendt
- No public Twitter messages.
Category Archives: Work
I confess, I admit: I could never ever coach an American Football team. I have never played it, never watched a full game, I do not understand any of the rules, and I am completely ignorant to all the habits and sensitivities. I would probably do about as good as a drunken rhinoceros in artistic skating.
In my book, to be good at something requires enthusiasm, sheer will, track record and hands-on experience. And that is exactly what I see as lacking in how most influencing agencies cope with social and digital media. They line up their usual experienced heavy weights to provide their clients with strategy and guidance on how to integrate digital and social media into the overall marketing and communication mix. Little side note: an alarming high percentage of these heavy weights have no experience in the digital and social media world. Even more alarming is that the teams they roll out, into the field have none either.
A fascinating amount of power is given to people who have no clue what’s what in Social Media land. It’s not because you’ve read Groundswell or The New Normal that you are fully equipped to deep dive successfully into this fast moving area. It’s not because you know how a journalist thinks that you should take it for granted that a blogger thinks or behaves in the same way. It’s not because you’re a hotshot in direct marketing that you understand –at all- how twitter works. It’s not because you were fab in influencing through 25 square meter advertorials that you can safely assume that a banner on a site will actually benefit your client or cause in any way. It’s not because your toddler is reasonably good with Lego that it is statistically safe to let him/her play with a fully loaded Kalashnikov.
I’m confronted on a daily basis with blogger relations experts that have never blogged, community managers that are online rookies, and twitter experts that have less reach and followers than my 83 year old gardening neighbor on a rainy day. Robin Wauters of TechCrunch gave a PR professional a full broadside years ago for not playing online engagement by the online netiquette rules. And Wauters was so right. Too many arrogant old style off-line influencers think they can take the online new interactive digital scene by storm… and birthright. They look down on this booming online realm with an explosive mixture of denial, ignorance, arrogance, even disdain: an ideal cocktail for guaranteed distaster.
Not so long ago, agencies tried to offer top-notch journalists, analysts, Pulitzer Prize nominees and politicians a job to get extremely valuable hands-on knowledge, credibility and experience in house. To think that these same people will make the difference in online engagement is a huge mistake that cannot be remediated by an over lunch training session. Big time for agencies and their clients to go hunt for social media wizards, top-notch bloggers, proven star-profiled tweeps and highly connected social networkers.
Only by upgrading their workforce with Digital Wizards will companies, organizations and agencies stay afoot in this morphing landscape. How did Cary Grant say it again: it takes a thief to catch a thief….
Social Media. Brand mentions on Social Network. How do you calculate value, how do you get comprehensible ROI in your board presentation? Discussion between guru’s, rainmakers, ninja’s, experts and specialist were long, fierce and mostly built upon hot, slightly stirred air.
It is about the like, right? Or about the click through. Definitively about the click through. Well, much to everyone’s astonishment, Brad Smallwood, Facebook’s head of measurement and insights proved all advertisers who measure the success of an online campaign solely on click-through rates wrong.
The Social Network states boldly that the impression, not the click-through is what really matters and positions itself ad-wise directly in the same play-field as traditional television. Smallwood bases himself on a new data study from Datalogix that connects ad exposure (seeing a brand’s ad) on Facebook with in-store purchases (buying the brand’s product).
On his blog, Smallwood states that:
- Impressions create value. 99 percent of sales generated from online branding ad campaigns were from people that saw, but did not interact with, ads— proof that it is the delivery of the marketing message to the right consumer, not the click, that creates real value for brand advertisers.
- Reach drives revenue for online brand marketers. This is a concept very familiar to TV marketers, who often start with a reach objective—but until now hadn’t been proven for online. When applied to digital brand campaigns, the study demonstrated that campaigns that maximized reach had on average a 70 percent higher return-on-investment.
- Finding the right message frequency is key. The study revealed that for online brand campaigns, if you reallocated high frequency impressions to people seeing too few impressions, you would see a 40 percent increase in ROI with the same budget. What this means is that for every online campaign there is a “sweetspot” of effective frequency that maximizes return on investment, and that the DataLogix tool can help marketers empirically isolate that sweetspot for each brand and campaign.
This sheds a totally new light on how the effective delivery of an ad, or a message should be measured and valued online, and proves the gut feeling a lot of marketers and communicators have had for a long time: that the power of the silent visitors of social networks, the people who do not interact, like, or click through, is way bigger than estimated.
Very often these people are labeled “lurkers”. For people making a living communicating, they are liquid gold.
Hell breaks loose today. For a couple of weeks, 14.700 athletes are competing in 26 Olympic Sports and 20 Paralympic Sports, in front of 21.000 journalists and over 10.8 million ticket-holders. After tennis in Wimbledon, and the Tour de France, the Olympic Games are going to aggressively take over, cannibalizing most media coverage for the time to come.
Global top sport is our panem et circenses, our bread and games; London is our Coliseum. Old gladiators will falter, new young wolves will eagerly struggle for world domination, most will fail miserably. Cheaters will be publicly lynched, superheroes will be born overnight, and humanity is hoping for some serious drama and catharsis.
The Games are heaven for the sports lover, but a nightmare for someone who is not interested. But fan or not, you will experience the 2012 London Games. Sweaty, good looking youngsters will be all over screens, radio waves and social media channels. Infographics will total the medals per country, color and gender ; 3D boosted graphs will show how humanity just got faster, stronger, better and generally enhanced.
While all media are competing for their share of the cake, it is already apparent that the big media winner of these games is going to be Twitter. True, TV is still the old and uncontested King of Games. But Twitter moves in for Olympic gold. Tweets can be shot from the hip, while mobile: it’s lightning fast, lovely short. For weeks teams, athletes and sport influencers have been polishing up their twitter channels, and established twitter rules and protocols. London is ready for a media war, and the weapon of choice is Twitter.
The first human casualty was already sent home in a virtual bodybag: Greek triple-jumper Voula Papachristou was ejected from the Greek Olympic team for a bad racist joke. The Hellenic Olympic Committee said through AP that Papachristou was “placed outside the Olympic team for statements on Twitter contrary to the values and ideas of the Olympic movement.” Isidoros Kouvelos, head of Greece’s Olympic mission, added, “We are not here just to get medals, but to promote the Olympic ideals, to show our character. It’s the same as violating fair play.”
Twitter is deeply entwined in the Olympic 2012 fabric, proving Twitter CEO Costolo right in his endeavors to position it more as a platform than as a service, with a special focus on events and gatherings. Costolo positions his Twitter as the ideal social platform to make an offline event vibratingly live online. The Twitter buzz around the Olympic Games will be one of the proof points for Twitters current valuation of over 8.5 billion dollar. The stream of tweets that will be generated during the Games puts the San Francisco based company in direct competition with all other media companies. Twitter certainly getting a big part of the coverage will push advertisers and marketers into looking at the former micro blogging service in a very different way. Proven reach, engagement and readership can and will be cashed in hard marketing dollars. “We don’t have any problem, we don’t think, monetizing Twitter. Period,” Dirk Costolo said to the Wall Street Journal.
While the Twitter Golden boys dream of cash, the Olympic athletes dream of gold. But their lives just got more complicated. Before, you had to jump far, run hard, fly high and be able to playback your national anthem with a misty smile. Now you also need to Tweet well. Coaches, journalists and decision makers are analyzing tweets, and if they do not like what they read, there will be hell to pay.
How do you get absolute control? That quest for world domination has been around for a couple of millennia. There are ways: become a dictator, a Kaiser, a God, Charlie Sheen, President of the United States or start a religion.
But there are other ways. 5 big companies are silently plotting their ways to world domination. They hide in the open, their battle so obvious that it stays hidden. Bruce Sterling, Sci-Fi writer, Visionary in residence and Transglobal Futurist exposed them earlier this year at his #SxSW2012 closing keynote:
“There is a new phenomenon that I like to call the Stacks; vertically integrated social media. And we’ve got five of them — Google, Facebook, Amazon, Apple and Microsoft. The future of the stacks is basically to take over the internet and render it irrelevant. They’re not hostile to the internet — they’re just looking after their own situation. And they all think they’ll be the one Stack… and render the others irrelevant. And they’ll all be rendered irrelevant. That’s the future of the Stacks.
People like the Stacks, because the internet is scary now — so what’s the problem there? None of them offer any prosperity or security to their human participants, except for their shareholders. The internet has users. Stack people are livestock — ignorant of what’s going on, and moving from one stack to another. The Stacks really, really want to know you’re a dog.
They’re annihilating other media… The Lords of the Stacks. And they’re not bad guys — I’d be happy to buy them a beer. But really, a free people would not be so dependent on a Napoleonic mobile people. What if Mark Zuckerberg trips over a skateboard?
This structure won’t last very long… But you’re really core people for them and their interests. You are them. I’m them. And your kids are going to ask embarrassing questions about them. And there are voices here and there complaining about them, [like] Jonathan Franzen. He says Twitter is destroying literature. And he’s right. So don’t make fun of him. He’s telling the truth.”
What does it take?
Bruce has his way with words, and is passionate beyond suspicion. But is he right? Are Google, Facebook, Amazon, Apple and Microsoft silently taking over our lives? What would it take, to achieve Social World Domination?
1. Knowing where you are
Have you noticed it? That small side remark during Apples latest event? “We have our own maps now!”. So, maps are important. Knowing where you are, where you go, and how you get there gives the Stacks priceless information. That is why Google is happily mapping the whole planet, why Facebook is desperately trying to make its Places work (killing Gowalla as an afterthought). Apple just got its hands on the trusty Tele Atlas digital maps through its deal with TomTom. Microsoft nicely obtained direct access to the maps of Tele Atlas’s direct competitor Navteq, currently owned by… Nokia.
2. Owning your hardware
So Microsoft got a lot more out of the Nokia deal than meets the eye. They have access to maps. But also, they secured an option on a vital world domination component: hardware. After decades of software-only, Microsoft is desperately trying to get a bridgehead in hardware land. Through Nokia and HTC they aim for the smartphone, with the Surface they bring their technology into your living room, and their version of a tablet was announced last week.
Apple of course has a plethora of hardware devices, two of them sticking to your life as glue: the iPhone and the iPad. Google is making sweet eyes with Android, ensuring Google phones in every store. And tablets. Rumors of an upcoming Facebook phone are all around…
Amazon has a hesitating first step into the hardware through its Kindle. You might not have noticed it, but Microsoft, Apple and Google are even making it into the car…
3. Owning your operating system
The heart, core and soul of your machine: your operating system. They own it. Apple and Microsoft obviously with their OS and Windows versions. Google is quietly improving its Chrome OS.
Facebook has hired enough brainpower with Kean Wong, Christopher Tremblay, Georges Berenger, Li Fang, Robert Boyce and Zachary Landau (top-notch specialists from Palm, Apple and RIM) for an own mobile operating system and applications platform… Amazon is doing unspeakable things with its Amazon Elastic Compute Cloud (Amazon EC2) and experimented with own versions of android.
4. Owning your browser
The power lords have direct access to your online life through the browsers they own. Apple and Microsoft obviously through Safari and Explorer. Google through its Chrome browser, Amazon is working on it with Silk, and Facebook is rumored trying to buy Opera Software and its 200 million users worldwide of the Opera web browser. Controlling the browser means controlling the internet history, and the internet behavior of the user. Controlling the browser means having the most intimate communication and marketing tool to influence people directly through their preferred web tool. Priceless.
5. Owning your data, owning your search
Facebook, Youtube, Google,and Microsoft’s Bing. That is what people use to find what they are looking for: from social search, to factual search. Apple has no apparent own search engine, but is getting paid an amazing 1 billion dollar a year by Google to keep Google as the default Apple’s search.
With literally billions of user generated videos, pictures and texts hosted on their servers and platforms, and petabytes of personal data ready to be analyzed and data mined, the five power houses have more insights in consumer personality, profile, habits, spending behavior, and socio-environmental context than anyone else. The combined stock value of the Stacks is only a fraction of what this goldmine in personal data is worth to seasoned marketers.
6. Owning your cash
Amazon’s One Click Buying, Facebook’s credits, Apple’s iTunes and AppStore, Microsoft’s e-stores: the Stacks make it easy for you to spend money, or to get paid by third parties for anything you do online. Click on a sponsored link in Google generates hard cash. For Google. Not for you. Your online social life generates mountains of gold for Facebook. Apple is getting a whopping 30% on every paid application that gets downloaded from its AppStore . Amazon is getting a cut in every sale made through its notorious online long tail store.
7. Owning your life
Quietly, the five Stacks are wrapping their mighty tentacles around the online consumers, sneaking their influence at the deepest caves of personal lives, thriving on direct hard cash and precious personal data that can (and will) be cashed in. The battle for World Supremacy is fought in the shadows, but it’s fought hard and relentless by young billionaires equally at ease on a skateboard, as in a corporate jet. It’s fought by mercenaries with great corporate hair, the whitest teeth you will ever see, and a lot at stake through their stock in the stack…
Bruce Sterling was right. Again. He always is .