You hear it often in this here industry of ours: it’s a ‘quick win’, an ‘obvious’ way forward – you do a spot of audience analysis, find out where people are talking [about you] and then go and make them buy stuff, right? Simple.
Except, it’s not that easy.
There’s more to it than that.
Much more.
First you need to make sure you’ve got the right equipment: is the reel strong enough for the fish you’re aiming to hook? Have you got the right bait? Have you brought enough bait? Scratch that, do you even need bait? Perhaps a shiny spinner will work in its place? What hooks will you use?
Hell, have you even organised a boat?
Once you’ve got your kit sorted, then you need to hone your technique: how do you cast? How long should you wait? What do you do when you get a bite? Do you reel in immediately or take your time and let the fish come to you? Again, all things that you need to consider.
Like any good fishing trip, you need time and you need patience. You’re not going to catch Jaws overnight (you might, there is such a thing as beginner’s luck). But know how long you’re going out for and know what fish you’re trying to catch and, crucially, how many fish you need to catch to put a smile on your face.
Moreover, why are you here? Are you fishing for game, or for your supper? How dependent are you on this next catch? If I give you a fish now, would that be OK? Or would you rather work at it and catch it yourself, later?
Remember, in nearly all instances, chance favours the prepared mind and fishing where the fish are is all well and good as long as you know how.
To find the solution, we first need to fully understand the problem.
2screen / dual-screen / second-screen — all are different names for the kind of integration that I’m referring to and it’s something I’ve been kicking around in my head ever since I went to my first 2screen event back in October 2010.
It was a big deal then and it’s a bigger deal now.
In the app-world, services such as ZeeBox and Sky Sports for iPad are doing very good things indeed. Both integrating news, stats and social media streams into your second screen; providing a suitable data-based accompaniment to your visual consumption.
However, I want to talk about television-based social media integration (not app-based).
This kind of stuff -
That’s how Sky One’s ‘Got to Dance‘ handles it and many other broadcasters follow suit. BBC One is getting in on the act too, here using a Twitter wall backstage for the UK edition of ‘The Voice‘.
What do these examples all have in common?
Fundamentally, they are all bringing (or at least attempting to bring) the conversation from the second screen, to the first. Which, correct me if I’m wrong, kind of defeats the object of the second screen.
Whether it’s reading out tweets during the credits of Celebrity Juice on ITV2 or talking about Facebook wall posts inbetween programmes on BBC3, broadcasters seem to be obsessed with sharing (read ‘owning’) viewer social media.
Recognising that conversation takes place away from their platform(s), TV + social media work best together when television directs its audience to the conversation medium, as opposed to smashing them in the face with it via another.
Sorority Girls, an E4 TV show, flashes up their hashtag both at the start and at the end of their show as well as when going into ad breaks.
This is good! This is television saying -
‘Hey, perhaps some people are actually watching our shows when they’re on and, instead of going to the kettle during an ad break, they’re turning to Twitter!’
- and giving the audience a your hashtag at this point is a very good idea. You own it, you guide it, you track it.
Little pointers like this give you, the viewer, the option of tracking (and joining) the back-channel. If you understand what it means, you join the conversation. Perfect.
I guess this is one big plea to broadcasters to just stop reading out tweets and Facebook updates on the telly. Seriously, it just doesn’t work.
Finally, and returning to the opening image of this post, the new trailer for Prometheus aired recently during the first break of Homeland. Channel 4′s own announcer was employed also, asking viewers to tweet their reactions using the hashtag #areyouseeingthis.
So far, so good. Right? Right.
Except that, 20mins later (during the next ad break), those very tweets were displayed onscreen for all to see.
Yes that’s actually a TV ad you’re seeing there, with (clearly moderated) tweets displaying instead of your usual commercial break. Mental.
Reports state that this activity reached a potential audience of 15m users. (Note: POTENTIAL audience. That’s the number of every tweet with the hashtag, multiplied by their sum of their followers – ie: not a real number). And while this kind of exercise is a great advert for Twitter, it leaves existing fans and users feeling a bit… empty.
In closing, encouraging viewers to join an online conversation is one thing, replaying that conversation to them 20mins later is just a pain in the oculars.
Facebook Timeline for brands is brand new and as such, the nuances and intricacies of the new user interface are still being worked out*. However, a good place to start when dealing with a new service structure is the service supplier themselves. In this instance, that’s Facebook.
Their [new] terms of service (specifically to the cover photo) state:
__________________________________
All covers are public. This means that anyone who visits your Page will be able to see your cover. Covers can’t be deceptive, misleading, or infringe on anyone else’s copyright. You may not encourage people to upload your cover to their personal timelines. Covers may not include:
Price or purchase information, such as “40% off” or “Download it on socialmusic.com”;
Contact information such as a website address, email, mailing address, or information that should go in your Page’s “About” section;
References to Facebook features or actions, such as “Like” or “Share” or an arrow pointing from the cover photo to any of these features; or
Calls to action, such as “Get it now” or “Tell your friends.”
__________________________________
I interpret that as ‘Oi! No special offers on your cover photo!‘
…but I could be wrong.
Being unsure (and in constant search of a decent debate), I asked Twitter -
The crowd certainly think so – although, funnily enough, Play didn’t respond.
Covers including special offers certainly seem off limits from the Facebook’s terms of service and, in all honesty, that’s what I’ve been advising friends, colleagues and clients when it comes to embracing Facebook’s new Timeline layout…
Either way, Play are sailing pretty close to the wind. Wouldn’t you say?
Friends, readers and peers – what do you think?
I had a post scheduled for later on this week talking about my recent love affair with all things Instagram (even though I don’t actually own an iPhone) however, some news is breaking right now that kinda needs covering.
To start us off, here are some numbers* to get your head around taken from the mere 18mths that Instagram has been in existence:
1 billion photos uploaded
30 million registered users
5 million photos uploaded every day
575 likes every second
81 comments every second
1 million downloads of the new Android app in 24hrs
That’s a lotta love for an app that is solely mobile-based. But why is that important to Facebook? Think about it – Facebook is about the data. As the saying goes: if you’re not paying for the product, you are the product – and Instagram just sold a whole ton of data about its users. Not personal data, or contact data but image data and sharing data.
What people snap, what filters they apply when they’ve snapped and where & how they share that snap is all important data for a social network that builds itself around social objects and the relationships that people form around them.
While this kind of purchase is new ground for Facebook, it’s refreshing to see that it has every intention of keeping the service independent and multi-platform friendly. Mark Zuckerberg has already talked about lending Instagram Facebook’s strong engineering team and infrastructure – something that they’ll need when it comes to the building for scale. That sounds like someone who only has the app’s best interests at heart, certainly.
And while a billion dollars is a lot of money, Facebook has just bought itself its own standalone photo-sharing app, with a built-in base of happy users while at the same time cancelling out a potential competitor in the lucrative social networking space. Good things will come of this acquisition, Yahoo + Flickr this ain’t.
It’s important to be clear that Instagram is not going away. We’ll be working with Facebook to evolve Instagram and build the network. We’ll continue to add new features to the product and find new ways to create a better mobile photos experience.
Remember, the future is mobile and Instagram have proven that a mobile-only social network is not only worthwhile but 100% achievable to boot.
Note: this is not your average email, but we’ll come to that shortly.
If you’ve not seen the film before (I haven’t), it’s about a teenage girl (the amazing Saoirse Ronan) who has been trained by her ex-CIA father (Eric Bana) to basically be a complete bad-ass. Think Hit-Girl from Kick-Ass [but slightly older and with less pink wig-ness] and you’re probably halfway there.
Anyway, like I said, she’s been trained to be THE PERFECT ASSASSIN and then well, from what I can see from the trailer, Cate Blanchett turns up and the proverbial really hits the fan.
Speaking of which, the trailer is worth a look -
What do you think? I missed this at the cinema as I had only just got back from my mad trip across Siberia, but it does actually look quite good. IMDb gives it a solid 7/10 and, I think I probably will pick this up at some point also.
So, why am I blogging about it? Given that a) I haven’t actually seen it yet and b) although the film looks good, it doesn’t seem to be the kind of epicmasterpiece that normally drives me to put e-pen to e-paper.
Well, it’s that email I mentioned at the top. It would seem that HMV and Universal have teamed up to create a rather awesome Foursquare-based treasure hunt across three major cities in the UK (London, Birmingham and Manchester) that kicks off this weekend.
Based around the central themes of the film, each hunt contains six codes that need cracking and from there you end up with six locations that need checking into.
The prize for completing said task? Er.. a weekend in Berlin! Sweet.
If you’re any of the above cities, your orders are available c/o The Galinka Project (but be quick, you only have until Monday). In the meantime, I have codes to crack.
For starters: less than 24hrs after the whole thing started playing out, there was a video response from the Eurostar CEO himself, Richard Brown. This is not something to be sniffed at kids.
A video apology, delivered via YouTube, to the LittleBreak website in the form of a blog post. In this day, that is a feat in itself.
How many other CEOs of train operators could you name who would consider doing that (outside of a BBC interview)? Seriously?
Please do not think for one second that I’m making light of all those people trapped on the train/in the tunnel/in folkestone for God knows how many hours – I’m not.
But look at it like this – if the CEO had put that video up within, say four hours of the incident taking place, how easy would it have been to cry:
“OMG! What is he doing wasting time posting on a blog? He should be out there dedicating his time to getting those people out!”
WAS were originally (I assume), hired to create sales and conversation around ‘little breaks’ – facilitated, naturally, by Eurostar. Note: This would mean working with Eurostar’s Marketing and PR team, not their Customer Care dept. Whether or not the addition of a reactive care stream to We Are Social’s (now ongoing?) brief is the mark of a bad agency remains to be seen.
What isn’t necessary – in my opinion at least – is playing the blame game when it comes to addressing ‘twitter concerns’.
Remember – this happened on a Friday night and played out over the midnight hours. Come Saturday morning, the problem was still going on. I know I (at least try to) take weekends off sometimes, I’m pretty sure others do too. But, when the call came in, the WAS guys got themselves over to Eurostar HQ pronto and were camped out there from midday onwards.
By the end of play, they had that video up.
If care was part of the package then someone SHOULD have been online.
It wasn’t, so there wasn’t.
The predictions themselves make for interesting reading and I would (even now), recommend going back and taking a look if you have the opportunity. To cut to the chase though, it was the thoughts from Mr Brogan that stood out the most for me, mainly around his notion of the ‘velvet-rope social network’.
“I believe we’ll have more focused velvet-rope social networks in 2009 where the tools and the goals match verticals instead of the general commons of Facebook.”
Nicely put. At the time I remember agreeing with the idea, but I wasn’t entirely sure about the execution. Chris himself has returned to the subject a number of times on his own blog (often with examples). However, the reason this particular thought came back to me recently was in large part, thanks to Google Wave.
Google Wave is currently in private beta and the invites only started pouring out into the web just under a fortnight ago. With them came the promise of a new dawn in co-working, a new way of true collaboration on a global scale… A brand new vision of the future.
Except that so far, based on at least 99% of my own experiences at least, no one has found any real use for it.
Well that is until I realised exactly what it is.
Ready?
Google Wave is, to my mind at least, one of Brogan’s new velvet roped social networks.
You open your Wave (this is your network) and invite in whoever you like to join you (as long as they are on Wave). This is, of course absolutely by invitation only. One inside you can chat, share and exchange.. basically do anything you would do normally just within the comfort of the Wave.
As Brogan said: “…the tools and the goals match verticals…”
But there’s more.
The answer? They’re both velvet-rope social networks. Why? Allow me to explain.
Not soon after I started thinking about Google Wave, I realised that another service from the big G shares the same commonalities as the velvet-rope social network: Google Reader.
Google Reader is not too dissimilar. The sharing functionality ‘baked in’ to the UI of the RSS service allows me to one-click push the stories that I’m reading out to my buddies on Google Talk (Google’s Instant Messenger service, aka ‘GTalk’). These stories then appear in my contact’s own Greader – sometimes with an added note from me – and that, is my choice.
I like sharing. I also like, occasionally picking and choosing with whom I share.
Is this the way forward?
Maybe. The point is, Google Reader is cool. I like it. I like sharing stories with my friends and I like them sharing with me. It’s closed (to a point) and I know who I’m sharing with.
Google Wave, while being no replacement for email or IM, is actually really quite useful for actually doing some work. Of the 36 ‘waves’ I have going on at the moment; one is for a specific project, a handful of massive group chats – the IM equivalent of an MMORPG (eesh), – and the rest are along the lines of ‘Is this thing on?’, ‘testing’ and my own favourite, ‘is this actually the future?’
It’s closed, for now. If you have an invite, find the people you want to work with and start a new collaborative project.
Treat it right, and you’ll yield results.
Don’t, and you’ll never see the benefit.
