Friday, July 30, 2010

Social Magazines: Ready for the Tablet Revolution?

Slates, tablets, whatever you want to call 'em the touch screen tablet is a' coming. Apple's iPad will no doubt soon be joined by a number of similar devices.. and social magazines will likely have their day. Ready?

Amplify’d from blog.hubspot.com

The Next Big Thing for Marketers: Social Magazines

The Next Big Thing for Marketers: Social Magazines

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3 Reason Social Magazines Are Important to Marketers

- Many marketers today are working to get social opt-ins on Twitter and Facebook in hopes of getting their content included in the information stream of prospective customers. The problem is that, for many people, their social streams are filled with too much content, and much of it gets lost in the crowd. Because social magazines help to filter and better display social streams, it is likely less content will be lost to noise and companies will have better opportunities to connect.

- Successful traditional print and offline marketing has been dominated by great visuals and tight copy. Today Twitter streams, RSS readers and online news sources are dominated by catchy headlines and bullet points. Social magazine prioritize the value of powerful images in online storytelling. Blog posts with powerful images that help illustrate the message of the post will translate well to this new method of media consumption. Pictures now have a greater impact on who reads your content.

- Many large companies still publish magazines and distribute them to their B2B customers as a method of nurturing and educating potential buyers. Social magazines allow potential buyers to create their own magazine that is most relevant to them. This relevancy means that potential customers are more likely to read the magazines they create instead of the magazines that marketers print and mail to them. Marketers will need to shift focus and make it easy for content to be included in social magazines by providing RSS feeds and aggregating content through social media.

We now live in a world in which every tablet owner has become the editor of their own personal digital magazine. Our challenge as marketers is to create interesting content for our perspective customers and provide simple methods for them to include it in their own social magazines.    Read more at blog.hubspot.com

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Brian Solis, Harvard Business Review, on new Marketing Frequency: RRS

Solis seems to be onto something with this 'keep it alive in the stream' talk. This snippet is from a recent HBR post, but appears to be part of a post series Brian is share - mostly from the book Engage! - worth a share. ...

Amplify’d from blogs.hbr.org

Social Media's Critical Path: Relevance to Resonance to Significance

If social media warranted a mantra, it would sound something like this, "Always pay it forward and never forget to pay it back...it's how you got here and it defines where you're going."

To understand this model, it's important we define the base unit for social media: the "social object." What are social objects? They take the form of our tweets, posts, updates, videos, pictures, etc. that are introduced into social streams. The social objects serve as the catalyst for conversations and engagement.

Relevance

The first (and perhaps most important) step on this path to social media success is to make sure your social objects are relevant to your constituencies. And how do you do that? Just as in any offline conversation, you have to listen. Listen to the conversations that are already taking place, either directly around your brand, or in other affiliated areas. Pay attention to the nuances of these conversations. Play the role of anthropologist here — what cultural components do you observe in these exchanges? What do you see the participants valuing in these exchanges? Until you understand what kinds of conversations are taking place, who is in them, and what they value, it will be hard for you to attain this first critical step of producing relevant, shareable social objects.

Resonance

The popular concept of KISS, which once stood for Keep it Simple, Stupid, can be shifted here to Keep it Significant and Shareable. Social objects rich with recognition and reward resonate with individuals and encourage sharing from person to person. Each exchange increases the lifespan and reach of an object.

Sometimes strong resonance is referred to as something "going viral." It's a perfectly fine term, but not a good motivation for companies. In my experience, the social objects created solely with the goal of "going viral" will consistently underperform and reduce the likelihood for earning relevance and resonance. Those objects incentivized by thoughtfulness, value, and perhaps even empathy, will gain traction and encourage response and sharing, transitioning from relevance to resonance. And, the ingredients for resonance are readily available for those businesses that pay close attention to the recurring themes in customer conversations, actions, and reactions.

Significance

If we were to break down the concept of RRS into a simple formula, Relevance + Resonance would equate to the overall significance of a brand in these digital communities (R+R=S).

Consistently demonstrating relevance over time and continually striving to earn resonance will contribute to the level of significance of any businesses in the long run. In the social economy, businesses that "pay it forward" and actively employ generalized reciprocity as part of baseline engagement and communication strategies increase the value and social capital of the brand in each network.

Loyalty, advocacy, and action inspire the online/offline behavior that serves as the hallmark of Significance. As such, social media's critical path of RRS serves as a blueprint for companies to construct a successful social media legacy.

Read more at blogs.hbr.org

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Thursday, July 29, 2010

Untitled

Amplify’d from searchengineland.com

Up Close With Facebook Questions

Facebook Questions is the latest in a long line of question-and-answer services online but, as Danny Sullivan mentioned in his news article earlier, it’s the only one with a community of 500 million users behind it. For comparison’s sake, Yahoo Answers, the recognized leader in the Q&A space, announced in late 2009 that it had reached 200 million users worldwide. It remains to be seen what percentage of Facebook members will use Questions, but it’s obvious that the service could surpass Yahoo Answers in due time.

How to Ask Facebook Questions

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I typed my first question into the box above, and before adding it to the site, Facebook showed me this pop-up window that serves as an extra warning.

After clicking on “Ask Question” to confirm things, the question is on the site and available to be answered by any other user. Facebook automatically “tags” the question based on the words you’ve used. In my case, it placed the question in the “Seattle” topic (correctly) and a “Years” topic (say what?).

Fortunately, you can edit the topics/tags — more on that in a moment. I’ve asked a question about a flower and need to show what I’m talking about so others can help. With each question, you have three options that only show up after the initial question has been posted:

  • Add photo
  • Add poll options
    • Add description

    When you’re done, adding or changing the topics is easy, but a bit hard to find. It’s not right below the question as one of the edit links. On the far right of the question page is a section called “Related Topics.” (see screenshot above) It shows the current topics for your question and has an “Edit” link — that’s where you can remove or add new topics.

    Sharing Questions with Friends

    Once you begin using Facebook Questions, you’ll get a separate “Questions” tab on your profile, too. (see above) That tab should show all your activity, with options to see just your questions or just your answers … but as of this afternoon during my testing, the tab wasn’t working.

    facebook-bug-2

    Answering Facebook Questions

    facebook-6

    (SEOs will notice, too, that there’s an encouragement to provide links to sources that you used to find your answer. Yahoo Answers encourages this, too, but sorry … just like on Yahoo Answers, the link is no-followed. Yes, I became the first Facebook Questions spammer just so I could test this for you.)

    facebook-7

    On the right of every answer, Facebook has a checkmark and an X button — these are used to mark a reply as Helpful or Not Helpful. As those buttons are used, the replies will move up or down the page. The highest-ranked answers appear at the top and others follow in descending order.

    Final Thoughts

    One of the big questions is if Facebook Questions can avoid (or survive) some of the things that plague Yahoo Answers and some other Q&A sites: spam, uninteresting chit-chat posed as a question, and so forth. If it does, it will probably be due to the size of Facebook’s user base and the depth of the personal connections that many users have made. Facebook is building a Q&A service around an existing and popular social graph; the competition, to a large degree, is trying to add social features on top of a Q&A service.

    Read more at searchengineland.com

    Posted via email from My Posterous Blog

    Wednesday, July 28, 2010

    Zuckerberg Announces Launch of Facebook Stories

    User-generated tales of how Facebook has impacted lives; powered by Bing maps already populated with 100s of stories. Could be powerful - could be non-consequential. Will you use it?

    Posted via email from My Posterous Blog

    Saturday, July 24, 2010

    Local Life in York PA

    ...And while I haven't gotten to the work of making a video for the Life in a Day YouTube video project I do have this post to briefly highlight and estimate what might be storyboarded for such a project.

    What would I say?

    WeLoveYorkCity

    I would say York PA has a nice rooftop for you. I'd say York has struggles like any place; that it has supportive communities, growing initiatives; special programs and advantages for business and individual alike. I'd say York has great people.

    And I may say these things from time to time as I plan to write about local life here. As I do write about friends and what they're doing, and as I write about my own local initiatives I hope you'll give things here a look. There is plenty to see.

    Posted via email from My Posterous Blog

    Untitled

    Friday, July 16, 2010

    My Personal Workplace Hero

     

    Sometimes you must be 'cruel to be kind' in setting up lines of appropriate expectations. This sales pitch of an article brings up some interesting points - points, that I believe, would be great to see in a slidedeck presentation.

     

    Take Care of Yourself First

    Drafts of my new book on power (and the HBR article drawn from it) provoke strong reactions. One reason is that I show little concern for any aspect of organizational effectiveness. In stark contrast to virtually all of the management literature, I focus on ensuring that people build the insights and skills that will ensure their organizational survival and success.

    My perspective is that organizations — which have laid off millions, which have workplaces filled with disengaged and dissatisfied employees, and which regularly, even in partnerships, cast people aside — can (and do) take care of themselves. My point of view is quite consistent with the popular idea of employees as free agents and the evidence on the ever-weakening bonds between people and their employers.

    This is not to say that by helping people help themselves I am in any away against organizational effectiveness. A manager's success and the success of her employer are positively related. But let's be clear — this relationship is often small and sometimes absent. In the world of financial services, Stan O'Neal of Merrill Lynch and Frederick Raines of Fannie Mae were just two of many executives who oversaw the downfall of their companies while walking away with many millions of dollars. At lower levels, research shows that salary and job progression depend on educational credentials, years of experience, social similarity, and political skill, not just performance (either individual or organizational). It's not enough to do good work. People who are not politically skilled will be outmaneuvered.

     

    more at... http://blogs.hbr.org/cs/2010/07/take_care4_of_yourself_first.html#

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    Take Care of Yourself First - The Conversation - Harvard Business Review

    Sometimes you must be 'cruel to be kind' in setting up lines of appropriate expectations. This sales pitch of an article brings up some interesting points - points, that I believe, would be great to see in a slidedeck presentation.

    Posted via email from My Posterous Blog

    Thursday, July 15, 2010

    Building One Big Brain - Opinionator Blog

    Robert WrightRobert Wright on culture, politics and world affairs.

    For your own sake, focus on this column. Don’t think about your Facebook feed or your inbox. Don’t click on the ad above or the links to the right. Don’t even click on links within the column.

    Failing to focus — succumbing to digital distraction — can make you lose your mind, fears Nicholas Carr, author of the much-discussed book “The Shallows.” At least, it can make you lose little parts of your mind. The Internet, Carr suspects, “is chipping away my capacity for concentration and contemplation.”

    He’s not alone in his fears. Since his book came out there have been lots of ruminations — including one or two or three in The Times alone — on whether online technology is friend or foe, good for our brains or bad.

    But maybe the terms of the debate — good for us or bad for us? — are a sign that we’re missing the point. Maybe the essential thing about technological evolution is that it’s not about us. Maybe it’s about something bigger than us — maybe something big and wonderful, maybe something big and spooky, but in any event something really, really big.

    Could it be that, in some sense, the point of evolution has been to create these social brains, and maybe even to weave them into a giant, loosely organized planetary brain?

    Don’t get me wrong. I join other humans in considering human welfare — and the welfare of one human in particular — very important. But if we’re going to reconcile human flourishing with the march of technology, it might help to understand what technology is marching toward.

    This autumn will see the publication of a book that promises to help us out here: “What Technology Wants,” by Kevin Kelly, a long-time tech-watcher who helped launch Wired magazine and was its executive editor back in its young, edgy days.

    Don’t let the title of Kelly’s book terrify you. He assures us that he doesn’t think technology is conscious — at least, not “at this point.” For now, he says, technology’s “mechanical wants are not carefully considered deliberations but rather leanings.”

    So relax; apparently we have a few years before Keanu Reeves gets stuffed into a gooey pod by robotic overlords who use people as batteries. Still, it’s notable that, before Reeves played that role in “The Matrix,” the movie’s directors gave him a copy of Kelly’s earlier book, “Out of Control,” as preparation. And Kelly does say in “What Technology Wants” that technology is increasingly like “a very complex organism that often follows its own urges.”

    Well, I don’t know about the “urges” part, but it’s true that technology is weaving humans into electronic webs that resemble big brains — corporations, online hobby groups, far-flung N.G.O.s. And I personally don’t think it’s outlandish to talk about us being, increasingly, neurons in a giant superorganism; certainly an observer from outer space, watching the emergence of the Internet, could be excused for looking at us that way. In fact, the superorganism scenario is in a sense just the cosmic flip side of the diagnosis offered by Carr and other techno-skeptics.

    To begin with, note that the new technologies, though derided by some of these skeptics for eroding the simple social bonds of yesteryear, are creating new social bonds. We’re not just being lured away from kin and next-door neighbors by machines; we’re being lured away by other people — people on Facebook, people in our inbox, people who write columns about giant superorganisms.

    And, as the author Steven Johnson recently noted, these social connections, though so distracting that it’s hard to focus on any task for long, nonetheless bring new efficiencies. In a given hour of failing to focus, you may: 1) check your e-mail and receive key input from a colleague as well as a lunch confirmation from a friend; 2) check Facebook and be led by a friend to an article that bears on your political passions, while also checking out the Web site of a group that harnesses that passion, giving you a channel for activism; 3) and, yes, waste some time reading or watching something frivolous.

    But frivolity isn’t a recent invention. On balance, technology is letting people link up with more and more people who share a vocational or avocational interest. And it’s at this level, the social level, that the new efficiencies reside. The fact that we don’t feel efficient — that we feel, as Carr puts it, like “chronic scatterbrains” — is in a sense the source of the new efficiencies; the scattering of attention among lots of tasks is what allows us to add value to lots of social endeavors. The incoherence of the individual mind lends coherence to group minds.

    No wonder Carr finds technology oppressive. Its needs trump ours! We’re just cells, and the organism’s the main thing.

    If it’s any consolation, we’re not the first humans to go cellular. The telephone (and for that matter the postal system before it) let people increase the number of other brains they linked up with. People spent less time with their few inherited affiliations — kin and neighbors — and more time with affiliations that reflected vocational or avocational choices.

    Of course, having more affiliations meant having more superficial affiliations — and this led earlier social observers to conclusions that resonate with Carr’s thesis. In the 1950 sociology classic “The Lonely Crowd,” David Riesman and two colleagues argued that the “inner-directed” American, guided by values shared with a small and stable group of kin and friends, was giving way to an “other-directed” American. Other-directed people had more social contacts, and shallower contacts, and they had more malleable values — a flexibility that let them network with more kinds of people.

    In other words, Riesman, like Carr, noted a loss of coherence within the individual. He saw a loss of normative coherence — a weakening of our internal moral gyroscope — and Carr sees a loss of cognitive coherence. But in both cases this fragmenting at the individual level translates, however ironically, into broader and more intricate cohesion at the social level — cohesion of an increasingly organic sort. We’ve been building bigger social brains for some time.

    Could it be that, in some sense, the point of evolution — both the biological evolution that created an intelligent species and the technological evolution that a sufficiently intelligent species is bound to unleash — has been to create these social brains, and maybe even to weave them into a giant, loosely organized planetary brain? Kind of in the way that the point of the maturation of an organism is to create an adult organism?

    Unlike many other card-carrying Darwinians, I’ve long considered this prospect compatible with Darwinism and with scientific materialism broadly — but this isn’t the place to hash that issue out. (And don’t be distracted by my video argument with Daniel Dennett about this question or by our subsequent argument about the argument or by my less contentious written exchange with Steven Pinker on the subject. And avoid this like the plague.) Instead, let’s focus on the issue at hand: If we grant the superorganism scenario for the sake of argument, is it spooky? Is it bad news for humans if in some sense the “point” of the evolutionary process is something bigger than us, something that subsumes us?

    I have to admit that I’m not totally loving the life of a cell. I’m as nostalgic as the next middle-aged guy for the time when focus was easier to come by, and I do sometimes feel, after a hard day of getting lots of tiny little things more-or-less done, that the superorganism I’m serving is tyrannical — as if I’m living that line in Orwell’s “1984”: “Can you not understand, Winston, that the individual is only a cell? The weariness of the cell is the vigor of the organism.”

    But at least the superorganism that seems to be emerging, though in some ways demanding, isn’t the totalitarian monster that Orwell feared; it’s more diffuse, more decentralized, more reconcilable — in principle, at least — with liberty.

    And that’s good news, because I do think we ultimately have to embrace a superorganism of some kind — not because it’s inevitable, but because the alternative is worse. If technological progress grinds to a halt, it will be because chaos has engulfed the world; and if we don’t use technology to weave people together and turn our species into a fairly unified body, chaos will probably engulf the world — because technology offers so much destructive power that a sharply divided human species can’t flourish.

    If you accept that premise, then the questions are: What sort of human existence is implied by the ongoing construction of a social brain; and, within the constraints of that brain, how much room is there to choose our fate?

    I have my own views on this, and some of them are upbeat, but they’re hard to summarize without sounding comically cosmic. (For example: keeping the superorganism project on track — that is, not letting planet Earth dissolve into chaos — will mean getting closer to moral truth, I think.)

    As for Kevin Kelly’s view: I’ll let Kelly speak for himself as  the timely publication of his fascinating book approaches. But it’s safe to say that he’s  upbeat. He writes of technology “stitching together all the minds of the living, wrapping the planet in a vibrating cloak of electronic nerves” and asks, “How can this not stir that organ in us that is sensitive to something larger than ourselves?”

    No doubt some of his critics will think of ways. But the question he’s asking strikes me as the right long-term question: Not so much how do we reconcile ourselves to technology, but how do we reconcile ourselves to — and help shape — the very big thing that technology seems devoted to building?

    Nicholas Carr, Kevin Kelly, Robert Wright and the superorganism the Internet is helping build - fascinating article by Robert Wright.

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