I do love springtime! Since I've ressurected the Flackadelic blog (first incarnation began in 2002), I'm bringing back the Friday Phive format with a few tweaks. (For the curious, here's an old Friday Phive from April 2009.)
#1: CWC Lecture
On April 24, I gave a lecture at Ryerson to the CWC Social Media Career Accelerator participants. My topic was social media strategy. I covered the fundamentals, talked through methodology and highlighted a few examples. I always enjoy this group (it was my fourth year presenting). The participants are a bunch of keeners ready to learn. The faculty, Lori Beckstead, Laurie Petrou from the RTA School of Media and Wendy Jacincto from CWC deliver a great program. I storified some of the conversation, links to resources and feedback. Huge thanks to all involved. I had a great time.
#2 Good read: Concerns over Nudging by Evan Selinger
A tweet from Nancy Baym tipped me to the work of Evan Selinger this week. A quick search surfaced his paper Concerns over Nudging. I like Selinger's perspective and think it is important for marketers to consider nudges, the potential impacts of behavioral marketing and the effectiveness of calls to action.
From the introduction:
This short essay by Evan Selinger gives an overview over some of the concerns that one should keep in mind when considering the nudge approach. Recognizing that choice-architecture is often unavoidable and at times commendable, it points out that nudges of certain kinds and configurations have the potential to engender moral and political apprehension.
The essay succeeds in showing why it is always worth considering twice whether or not a nudge is the best way to make people choose the right thing and why it is necessary that a better dialog is established between nudge designers and nudge critics.
#3 May the Fourth be With You - Happy Star Wars Day
May the 4th is Star Wars day an annual celebration for Star Wars fans.
If you enjoy Star Wars (and the pop culture memes around the venerable franchise) as much I do, check out these links:
- May The Fourth Be With You - Happy Star Wars Day brought to you by CheezBurger Sites
- Google Image Search for Star Wars Day 2012 (moderate filter, so possibly NSFW)
- Lego Star Wars on Flickr (perennial faves of mine)
#4 Advertising comes to Tumblr
Tumblr is just massive. As of this writing, the platform hosts 22.4 billion posts on 54.2 million blogs. In the next six months, "tumblr" will replace "blog" in Google popularity.
This week Tumblr founder David Karp announced his platform monetization strategy:
Tumblr will be rolling out a new, two-pronged advertising schema. Advertisers will be allowed access to the Tumblr Spotlight, a portion of the site that new users can browse, which Mr. Karp called a “major point of discussion.” Mr. Karp is also letting advertisers into the Tumblr Radar section of the site, which heretofore only featured sites chosen by Tumblr.
Other sources revealed more details:
“The overall thesis of what we’re trying to do is empower and highlight interesting creative advertising,” said Derek Gottfrid, Tumblr’s vp of product. “It’s not meant for the direct-response crowd.”
Derek spoke to me about Tumblr’s new ad platform. Click here to read the article. (via joshsternberg)
Minimum ad price: $25,000. The look of said ad: Intended to be seamless and attuned to the platform. (via shortformblog)
Bring it on! I hope tumblr continues to innovate their ad model - they have some of the most engaged users of any platform. As a tumblr long-time user and having expertise with social ad placements, I think there is plenty of room on the platform for an approach to content marketing for advertisers based on interests and quality (i.e. the promoted tweet model).
#5 On the Playlist: Jack White's Blunderbuss
Great album. Don't just take my word for it: Jack White has his first Billboard 200 number one with Blunderbuss. The Guardian says "Blunderbuss is White at his most strange, contradictory and unfathomable, and therefore at his best."
Saturday, I read Robin Sloan's wonderful Fish: a tap essay and enjoyed it on many levels. Sloan created a new format (the tap essay) to deliver a "short but heartfelt manifesto about the difference between liking something on the internet and loving something on the internet."
Available as a free iOS app and including pre-set tweetable messages, I love the execution and the message and have returned to it at least four times in the past week.
Sloan argues that we exist in a state of content overload and that the ubiquity of the social gesture has diminished its meaning. A "like" doesn't mean the someone "loves" a piece of content and it certainly doesn't mean "I Recommend this...".
In 2009, I worked on a content marketing pilot of a (then new and in closed beta) DiggAd unit. In that pilot we observed the paradox of the social gesture:
We’ve identified something we call the “Moral Digg”. In our testing of the DiggAd platform, readers often didn’t take the time to read a story about environmental or sustainability efforts. But they apparently felt them worthy of greater exposure and/or wished to reward the sentiment behind the story. This translated into a greater proportion of Diggs than actual click-throughs (in one case, one of the lowest-performing ads from a CTR perspective actually had one of the highest number of Diggs), in direct contrast with other content tested. This effect could be harnessed to great effect for stories where the message in the headline exposure/positioning is of equal or greater importance than the story itself, and also demonstrates that CTRs alone are not a suitable solo metric for DiggAds.
My recent career shift meant changes across my social properties. Fish has me thinking about the content I love vs. the content I like and how that plays out as I share across my social properties.
Here's a look at Content Shares on some of the social networks I use:
What's missing is context and community. I share content I love in all of my social networks (including the ones that aren't shown in the diagram above — Instagram, Google+, LinkedIn). More frequently I share what I merely like yet found valuable. That's an active like vs. a passive like.
More awareness of what social gestures actually "do" in social networks helps. For example, a Facebook Like carries some very specific actions on your profile and in the news feed. The Twitter Favorite alerts the account who created the tweet and creates a visible link from your profile. The "+1" serves your content to people in your network as they use Google services. The passive like doesn't consider the impact of your social gesture on your network. Without this consideration and added commentary, the passive like lacks valuable context.
Inspired by Sloan's essay, it's time for a conscious effort to "Look at my Fish" — to focus on content that is worthy of my attention, to ensure that my shares are quality and suited to the network I select for distribution.
Have you read Fish: a tap essay? What did you think?
It's official. Today marks day one of my consulting practice focused on social media and digital marketing.
I had an amazing time at Social Media Group and it is time for a change. I took this step to focus on integrated social media and digital marketing strategy. It is also a chance to change the pace of my work.
I am energized and enthusiastic for what lies ahead. It's a chance to write, share, teach and work with amazing people and great teams. I am actively exploring new opportunities and connecting with people in my network. Drop me a line if you'd like to chat about working together.
Huge thanks to my wonderful friends and family for their support. And to Maggie Fox and the SMG-ers for being incredible friends and collaborators.