Archive for the ‘Technology’ Category

Facebook’s relevance has declined since the re-design; Time for a re-invention?

June 29th, 2009 by Daniel Young | 1 Comment | Filed in Social media, Technology

The decline of MySpace has been well documented in recent weeks.

Twitter is flavour of the month (not sure if you’re noticed?). There are thousands of dedicated MySpace users out there but News Limited failed to come up with a viable monetization strategy and their interests seems to be waning.

Facebook seems to be going through an interesting stage in its life. I’ve realised that I get far less out of Facebook than I used to. I rarely watch videos in Facebook these days – for example, which is an outcome of the revised layout. I can understand why Facebook has the urge to re-organise and refresh the layout because – lets face it – its pretty uninspiring after the 1000th visit. Its problematic that, in doing so, they alienate their users.

I’ve heard quite a few people complain about the chat facility – they’re not on Facebook to chat – they are there to snoop, upload photos and links and send messages.

SteinbeckMiceAndMenI can’t quite fathom why people bother with the applications:

So and so took the What Penguin Book are you? quiz and the answer is Of Mice and Men.

Who cares?

It seems to me that Facebook is useful for people living overseas (far away from friends and family) but that typically the network of contacts that it engages is typically the day to day people that you hang out with and see very regularly. The content has the most relevance to them, they’re probably involved in your content (in photos, at the same events).

Facebook seems to be acting as a communications mechanism for groups of people that are already tightly knit. I may look at an old friend’s photos but it rarely prompts any direct interaction with that person – other than the occasional comment maybe, which they may or may not respond to.

I don’t use Facebook to search for information – I might use YouTube for this, I use MySpace to look up bands.

Which makes me wonder what the future is for Facebook?network

Surely a true social network connects people that wouldn’t be connected otherwise – this is where Twitter comes into its own and I think there are a number of other situations where social networks might have a more active future:

In situations where individuals are physically linked in some tenuous or co-incidental way, by interest, location or routine, but where there is value in a platform that facilitates a conversation or interaction or collaboration that might not have occurred otherwise.

I don’t expect MySpace or Facebook to go anywhere soon but maybe we’ll see the emergence of niche social networks, which offer the ability to inter-connect small networks and create a highly personalised combination of networks.

Approaches to Re-Building Trust Between the Public, Business and Government

June 12th, 2009 by Daniel Young | No Comments | Filed in Blogging, Politics, Social media, Technology

Marketing is all about building relationships and establishing trust.

Every organisation has a clearly defined target market, which can now be abstracted down to the level of the individual.

Digtial Marketing offers the the promise of one to one communications.

cctvTechnology provides insights  into the effectiveness of marketing communications and a depth of knowledge about individual customers – including their preferences, interests, buying patterns and capacity to spend – that is way in excess of anything that was possible before.

The analogue approach to marketing could be described as a scatter gun, while digital marketing is more like a laser sniper, which can pick out individuals from afar.

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Options Still on the Table to Support the Future of Quality Journalism

June 7th, 2009 by Daniel Young | No Comments | Filed in Media, Public Relations, Technology

Simon Sharwood, a freelance journalist in Australia, recently blogged two out of his three ideas for new business models in print journalism. Both ideas are based on the concept of industry funding.

In the first, funding would come from industry associations and industry groups. In the second, the PR industry funds print journalism via a licensing system, which grants the license holder access to those journalists – similar to the registration of lobbyists.

newspaper-kiosk

Both concepts seem to create dependencies that would undermine journalistic independence and integrity, although the risk of this occurring in the second model could be minimised: “…to be a registered PR, one would stump up a fee that goes into an independently administered fund that is then redistributed to publishers with oversight to ensure it goes on wages” (Simon – in comments).

Putting aside the practical challenges of this model, some of which are discussed in the post, I doubt that the model would be sustainable. Funding from the PR industry would be a diminishing return as media relations become a smaller part of what PR agencies do.

Here’s where I come up with my alternative solve all solution.

I might need to get back to you on that but here are some other funding alternatives:

  • Newspapers earn not for profit status and the associated financial and tax breaks
  • Introduction of a subscription/ micro-payment system that covers multiple competing publications. Check out ViewPass, which would process payments and collect data to drive targeted advertising or trade content for information about the reader’s preferences and interest.
  • Newspapers regulate the re-use of content – in the same way that the music industry does.
  • Philanthropy may sustain some publications.

The subject is such an emotive and complex issue. I am definitely in the ‘newspapers are a good thing’ camp – but at the end of the day if the model ceases to work then we have to let ‘nature’ take its course.  Consolidation is inevitable but I think that the concept of a newspaper-less society is somewhat alarmist.

By the way, newspapers are flourishing in the developing world.  man-reading-newspaper

Ultimately, I see a small number of print publications containing analysis and opinion available internationally, nationally and in major cities. They’ll play a key role in holding institutions, business and Government to account and would be supported by the not-for-profit- funding model if advertising revenue alone was not sufficient.

I am positive that the pendulum will swing back from digital to traditional media and that things will balance themselves out.

Quality print journalism will survive even if the industry is vastly consolidated and readers will turn to the Web for breaking news, trade/niche content,  entertainment and video. I don’t personally have an issue with a micro-pay scheme – I’d be happy to pay a small amount for quality content from someone that ‘appreciated the technical nuances of the fields concerned’.

There continues to be considerable opportunity for the newspaper industry to reduce cost which makes this scenario seem feasible. Moody’s estimates that just 14% of newspaper operating costs are related to content creation. It’s not all doom and gloom – there are still workable options.

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D7 claims that we are entering the era of Web 3.0 lack substance

May 31st, 2009 by Daniel Young | No Comments | Filed in Social media, Technology

Is Web 2.0 over? Is Web 3.0 coming of age?

A colleague asked me this very question last week as we were working on developing a message house for a Melbourne based Web agency.

The people behind ‘The D Confence – All Things Digital’, which was held outside San Diego during the last week in May, declared the end of the Web 2.0 era and heralded the beggining of Web 3.0.  They claimed a number of proof points for this claim…

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Google previews Wave communication and collaboration tool

May 30th, 2009 by Daniel Young | No Comments | Filed in Social media, Technology

google-waveGoogle previewed Wave last week, which it is positioning as the convergence of IM and email communication. Conversations are hosted online – as opposed to ‘in clients’, which is the case with email and IM. (more…)

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RIP A Remix Manifesto: Brett Gaylor Film Investigates Crazy Copyright Law in the Internet Age

May 14th, 2009 by Daniel Young | No Comments | Filed in Media, Social media, Technology

I went to the Popcorn Taxi screening of RIP: A Remix Manifesto last night, a film that explores issues relating to copyright law and creativity.It was awesome, very interesting and thought provoking.

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Australian Federal Government Announces the Result of its National Broaband Network nbn Tender

April 7th, 2009 by Daniel Young | No Comments | Filed in Politics, Technology

…and the winner is?

No-One!

oh, hold on …the Government!

The Government awarded the contract for its National Broadband Network build to itself having ‘formally teminated’ the NBN tender.

The proposals submitted by Acacia, Axia Netmedia, Optus, Tasmania, Telstra and TransACT were ‘under-developed’ – especially Telstra’s effort.

The Australian Federal Government will establish a public private partnership to roll out ‘the largest investment in infrastructure’ in Australia’s history. In five years time the Government will sell down the company as a wholesale and open access network operator.  

The Government also announced a discussion paper to seek public comment on ways to improve telecommunications regulation to make it work more effectively in the interest of consumers and businesses.  The Government is keen to break Telstra’s ‘monopoly’ hold on telecommunications services in Australia as the owner of the once public telecommunciations infrastructure and the largest retail service provider in the country.

It’s hard to believe that the Government doesn’t have a pre-prescribed view on what form telecommunications de-regulation (the separation of Telstra’s operations) should take given the size ($43billion) and scope (fibre to the home) of its public private solution.

The Regulatory Reform paper canvasses a range of options for reform, including:

  • streamlining current regulatory processes, by allowing the ACCC to set up-front access terms for companies wanting access to Telstra and other networks;
  • strengthening the powers of the ACCC to tackle anti-competitive conduct by allowing it to impose binding rule of conduct when issuing competition notices;
  • promoting greater competition across the industry, including through measures to better address Telstra’s vertical and horizontal integration, such as functional separation;
  • addressing competition and investment issues arising from cross-ownership of fixed-line and cable networks, and telecommunications and media assets;
  • improving universal access arrangements for telephony and payphones; and
  • introducing more effective rules, requiring telephone companies to make connections and repairs within set time-frames.

The Government is seeking submissions by 3 June 2009, before making final decisions and introducing legislation into the Parliament.

The net result of this anouncement is delay. The Government is taking on a high risk project – public private partnerships don’t have a fantastic track record in Australia. Many are suffering from a lack of private funding.

The Government directly references Telstra’s control of the last mile as one of the reasons for failing the NBN tenderers - citing their exposure to extensive legal liabilities which make the business case for building the network unpredictable and untenable.

The biggest obstacle between the Government and a national high speed broadband network continues to be Telstra. Its appropriate for Telstra to protect its business interests having been fully privatised by the Federal Government just over 2 years ago.

Could this new approach by the Government be designed to provide an incentive for Telstra to separate its wholesale and retail operations and partner with the Government to establish the nbn, which would make it the ideal purchaser of the network assets in 5-years time.

It also provides the Federal Government with an opportunity to stimulate the national economy through job creation and big fees for consultants as we embark on YET ANOTHER episode in the long drawn out saga of a high speed broadband network spanning the country.

Finally, combined with the proposed Internet filter this strategy will provide the Government with a great deal of control over the Internet – lets hope they wield this power in a truly open fashion.

This extract from the Government Panel Evaluation Report provides a succinct summary of the decision making process.

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Twitter becomes the third most popular social network and spawns a raft of new tools

March 27th, 2009 by Daniel Young | No Comments | Filed in Blogging, Music, My Blogroll, Social media, Technology

Everyone has jumped on the Twitterati bandwagon in recent days and weeks; its been Twittermental.

Comscore now rates Twitter as the third most popular social network after Facebook and MySpace. It should be in its own (microblogging) category but whatever.

I came across this great Twitter tool today – monitter. Monitter allows you to view activity on Twitter in real time, which can be quite amazing to watch. Social media skeptics should take a look at this. Its kind of exciting to watch people express their personal view on a topic be it Greys Anatomy, HP or the weather.

There are a lot of tools out there and this post provides a rundown on eight of them.  Welcome to the world of analytwits.

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Google accesses consumer surfing behaviour and stakes a claim for a bigger share of marketing dollars

March 13th, 2009 by Daniel Young | No Comments | Filed in Social media, Technology

I am a great fan of the World Advertising Research Council  (WARC) - its provides great content and the daily news alert is succinct yet highly relevant. Today’s issue picked up on the announcement by Google of a behavioural advertising system. The system will target ads at user based on analysis of their browsing history. This is an optout scheme that will exclude online behaviour relating to health, race, religion and finance.

In the same edition WARC reported on a 15% reduction in global advertising revenue – across the board i.e. digital and traditional media.  

The ‘measurability’ of digital marketing remains one of the key drivers for investment in the Web by marketers and this will continue to be the case while the industry matures and develops a method for measuring and tracking engagement and influence (i.e. qualitiative metrics).

The traditional media sector is obviously already suffering at the hands of digital. To the digital advertising sector – and particularly the massively dominant Google - the measurability of digitial advertising is a major strategic advantage. 

As competition for marketing budgets increase, I think we can expect to see companies like Google and others making more and more user data available in order to maximise their share of the total overall investment. At no cost and at the touch of a button, these organisations can enhance their strategic advantage over traditional media.  

There is a strong lobby arguing that this strategic advantage comes at the expense of consumer privacy but Google has been commended in parts for its approach.  

Could the launch of Google Voice be a strategy designed to overshadow media interest in targetted advertising.

The New York times provides a guide to Google’s privacy controls here. Industry standard story < there and an interesting counter view for Gawker here.

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MySpace launches demographic targeting capabilities at Ad:tech Sydney 2009

March 10th, 2009 by Daniel Young | No Comments | Filed in Blogging, Music, My Blogroll, Social media, Technology

I attended the ad:tech 09 conference at the Sydney Convention Centre today, which provided plenty of food for thought on a wide range of digital marketing issues.

The conference kicked off with two keynotes in the morning and then split into three tracks.

The presentations that I saw were very case study driven, which is nearly always the case with these types of conferences. Agencies and clients were happy to talk about the revolution that ‘is occurring’ or ‘has occurred’ and to report back on successful campaigns and projects but few were willing to tackle some of the more challenging topics and issues facing the industry. I saw four members of one panel swerve the question of: What is influence and how can it be measured?

This is a topic that I plan to come back to.

Fox Interactive Media announced ‘four new initiatives‘ to ensure that it ‘enables marketers in their fight to be more efficient and relevant’.

One of the four initiatives – MySpace Lifestages’ will allow marketers to target Australians in a range of lifestages, including:

  • When a MySpace user has graduated from Uni
  • Is engaged to be married
  • Is Pregnant
  • Has given birth
  • Has lost a job
  • Has entered a new job
  • Has had a birthday

MySpace will provide marketers with access to this data in real-time (its based on the users’ self expressed interests on their public MySpace profiles’.

Some facts about MySpace Australia:

  • More than 2.4million uniqe Australian visitors in Jan 2009 – according to Nielson Online
  • Australians spents 2.3million hours on MySpace during Jan 2009
  • 65% of MySpace Australia users are 18 years or over

The theme of brands engaging with consumers via existing social networks was a dominant one during day one of Ad:tech and its clear that huge value lies in the access that these social networks have to user data. Further, the value held in this data is the key to successful monetisation of social networks. The ability of social networks to harness information and present it in ways that are useful to marketing people will determine the future of social networking.

Users have – in the most part unwittingly – accepted this process by agreeing to the End User License Agreement, which is an essential step when signing up or becoming a member of a social network but one wonders how consumers will react in the long run when it becomes apparent to them that brands have access to this information and are using it to target them with offers and promotions. The onus is on the marketing industry to do this in a way that is truly engaging, entertaining or useful.

There were examples of some creative and engaging campaigns today.

I think there is an inherent danger for today’s popular social networks – the pressure to successfully monetize will increase over time (accelerating from now) resulting in them making more and more information available to marketers and potentially alienating their members. This may create the opportunity for new social networks to come in with promises not to share personal information with marketers.

Of course, there are other methods of monetizing social networks. This post by Laurel Papworth provides a comprehensive run down while Robert Andrews at The Guardian predicts a tough 2009.

Some more thoughts on day 1 from Ben Shepherd at Talking Digital here.

More from me from Ad:tech tomorrow.

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