The agency I work for, Blue Hive, calls itself Team Detroit in the US. They’re a big team of passionate ad people and for the last few years have done big things at SXSW interactive. This year I was lucky enough to attend, but they also threw me on a panel!
Here’s the highlight reel from our panel, titled Building Relationships Through Real – Time Relevance. The Panel stars Stuart Oneil, Jon-Paul Jacques, and Lizz Linabury with me bringing up the rear. It’s awkward as hell to watch yourself on video, so I hope I don’t sound like a schmuck. But thanks to Team Detroit and Blue Hive, this is crossed off my bucket list!
Since I’m theoretically a social media professional, I do keep an eye on my Klout score, if only for perverse interest in how my social media usage does or does not impact my score. My klout score is currently 63, which, of course, means ABSOLUTELY NOTHING .
Today, they were nice enough to pitch me this Klout Perk, for all of my lovely kloutiness. To get a good Klout score, one must grant them oAuth access to every major social media channel. Klout also boasts algorithms that supposedly rank me as important in some pretty standard categories (Social Media, China, Sustainability, Digital strategy etc.)
So how then did they decide to pitch me a romance thriller web series branded like a Check-out line special romance novel?
“[Author Olivia Newport‘s novels] twist through time to explore where faith and passions meet.”
That’s the bit that got me: I am likely the exact opposite of this author’s target demographic. I wonder how many conversions Klout is going to get?
Expect journalists to be more precise in their reporting, being clear about what you know but also about what they don’t know. Reporters are not trained to talk about the holes in their reporting. But in a stream of constant updates [on social media], adding notes of caution can have much value.
The primary mode for the distribution of links has moved from the loosely connected network of blogs to tightly integrated services like Facebook and Twitter. If you look at the incoming referers to a site like BuzzFeed, you’ll see tons of traffic from Facebook, Twitter, Reddit, Stumbleupon, and Pinterest but not a whole lot from blogs, even in the aggregate. For the past month at kottke.org, 14 percent of the traffic came from referrals compared to 30 percent from social, and I don’t even work that hard on optimizing for social media. Sites like BuzzFeed and Upworthy aren’t seeking traffic from blogs anymore. Even the publicists clogging my inbox with promotional material urge me to “share this on my social media channels” rather than post it to my blog.
But for the news brand to succeed and a publishing house to find sustainable business models for journalism (usually the single largest expense for a publisher), the brand has to be co-owned: by those who create journalism, those who can turn that journalism into a product, those who try and monetize that product, and those who support and promote that entire package.
The fact is, paparazzi already view lawsuits and arrests and busted cameras and car accidents as the cost of doing business. Why should it be different when it comes to drones and aviation authority regulators? In the U.S., the one fine the Federal Aviation Administration has issued to a drone operator was $10,000. For exclusive shots of certain celebrities, prices are easily double, triple, and more than that. Do you want these photos, glossy magazine editor? The fine is rolled into the price.
For local media, the question is: What is our potential advantage? Apple, Amazon, and Google are fighting it out to be your digital wallet. Square and PayPal want to replace current point-of-sale systems. And every major retailer already has a native app.
But local media still has the local eyeballs, both on the web and in native apps. And those apps carry local advertising.
Responsive is the de facto standard for news consumption on the go — but what’s truly responsive? Shouldn’t it respond to whether I’m walking or sitting, reading during the morning or at night — maybe if I’m stressed or not?