Last week I was lucky to get to attend the Facebook fMC Conference, Facebook's first major event dedicated to their marketing + advertising platform (my photos here). In a single day, Facebook announced a slew of major changes that will completely re-write how brands behave on the platform. Much has been written already about the many functional differences that brands need to prepare for by March 31st, so I focused on analyzing the high level implications of Facebook's new direction for brands. This was issued by SS+K to our clients; if you don't mind a long read, let browse through and let me know what you think.
3.04.2012
#Kevs30th Birthday Social Media Style
In true geek fashion I established #Kevs30th for social media fun, and captured the whole thing on Storify
1.24.2012
Saying Goodbye To Things You Love
On a good day we become obsessed with the start-up, preach about it to everyone we know, and then take some credit for it's success as it builds towards greatness. But often times the start-ups we love don't make it. Not enough people end up seeing the value in the product and the product shuts down, or the company's ambitions of their own success get usurped by a high priced suitor that strips it down for parts. Either way the outcome is the same: the product we love disappears from us.
This last week I've had to say goodbye to a number of products I've really enjoyed over the last few years, all for different reasons. News aggregator Summify was acquired and neutered by Twitter. Online photo editor Picnik was shuttered by its owner Google. And Plancast CEO Mark Hendrickson announced he will be giving up on the pursuit of his two year old social event sharing product after it failed to gain enough traction on the web.
While saying goodbye to Summify and Picnik is tough, both are in a popular space and have strong competitors that will serve as worthy replacements. Plancast, however, is by far and away the best social event sharing site I've ever come across. It's attractive, incredibly easy to use, and has powerful integration built in to other event platforms like Meetup, EventBrite and Facebook that helps make event sharing effortless. Whereas the old stalwart event planning site Upcoming.com was painful to populate, Plancast is a pleasure to use and explore. It's one of the products I can't really understand why enough people found compelling enough to use, and one that I'll really miss when it's gone.
The good news about being a web early adopter, though, is that for every start-up heartbreak there's a new start-up to take it's place. I wake up every day now excited to play with Path, I'm testing out Buffer to power my social publishing, and I've just signed up for News.Me to replace the hole that Summify will be leaving in my day. And I can't wait to preach to you about all of them.
1.04.2012
Excited About Quarterly Co, a Subscription Service for Wonderful Things
Of course these aren't random people with nothing to lose; the curators that Quarterly has brought on board are all tastemakers of some sort that make finding interesting things the basis of their reputation. People like Josh Rubin from Coolhunting, Tina Roth Eisenberg from Swissmiss Studio, or the famous Maria Popova of Brainpickings. I've chosen Alexis Madrigal, tech writer at The Atlantic.
So every 3 months you can expect to get something interesting in the mail that reflects their taste, perspective and interest. It's a brief moment in time to turn away from the rapid information stream on Twitter (partially populated by these same people) and enjoy a tangible thing hand selected by someone you admire. It remains to be seen whether any of us feels the object we receive is worth the $25 per quarter, but I imagine the surprise gift and the ensuing conversation will leave me very content.
Let me know if you've subscribed to anyone in the comments below, and stay tuned in March for an update on what I get in the mail.
1.02.2012
Welcome CharitySub, "Simple Collective Giving"
At midnight last night a few of my friends launched CharitySub, a website to power simple collective giving. Their focus is on ease, impact and understanding. You "subscribe" by committing to donate $5 each month to charity (or an extra $1 if you're willing to be a benefactor of the site- which I highly encourage). Then each month they choose a cause and send simple but rich information in the form of key facts and documentary videos 3 different charities you could support that are working for that cause. You can digest as much or as little information as you want, and then simply select which of the three charities will get your $5 dollars that month.
It's as simple as that. As the community of charitable donors grows, so will the site. You can expect to see visualizations of your contributions to causes, how many people you recruit to the community, how your money is being used to help the charities and more. CharitySub's mix of story telling, gamification and goodwill should be a powerful motivator for people to sign up as part of their 2012 New Year's resolutions.
CharitySub's first cause is childhood obesity, an issue I know is important to many people I know. Your first $5 could go towards one of 3 great charities that are helping to end this cause. I'm really proud of Alexis, Amy, Brian & Jim for launching a great resource, and I look forward to being a part of it.
12.29.2011
NBC, ABC, CBS, FOX ... Facebook? [My Ad Age Article]
I had the following article published on Ad Age last week. I'm publishing it here for the few people who read my blog only, and to have a record for the future [direct link].
NBC, ABC, CBS, FOX ... Facebook?
The Real Opportunity For Content Is Web Series, Which Can Benefit From Facebook's Engagement
By: Kevin Skobac
Published: December 21, 2011
As Facebook continues to grow its user base worldwide, entertainment companies are increasingly trying to find ways to use the platform as a new form of TV channel with unprecedented reach. Both major TV networks and Hollywood film studios have previously allowed people to watch their content via their Facebook pages, including paid video trials such as Warner Brothers renting its "Dark Knight" film from its ultra-successful "Batman" franchise for Facebook credits.
Unfortunately, for WB and others, no early tests of traditional companies pushing their content on Facebook have registered any real success. Audiences simply don't seem interested in watching long-form, lean-back content wrapped in a Facebook environment (though augmenting traditional TV with a second-screen social context is another discussion).
But new Web-only entertainment creators can succeed where big media failed. Here's why: they're producing video content that differs significantly from the classic TV model. First, each "episode" is typically much shorter, commanding less of a singularly focused, lean-back experience. Second, outside of the normal broadcast schedule, users aren't trained to "tune in" or remember when the next episode will be ready for viewing. Facebook can help content creators meet these challenges in ways that would drive more interest, engagement and repeat viewership.
Push notification systems
Typically, Web-only video series are discovered via recommendations through press or friends, but then suffer steep drop-off in eyeballs for the 2nd episode. This occurs typically via both standalone Web sites as well as YouTube. Hundreds of millions of people, on the other hand, return to Facebook every day. Video series can take advantage of news feed posts, event invites, and top-bar notifications to inform viewers every time a new episode or piece of content is released. In this manner, shows will be able to command much more repeat tune-in than typical Web fare. Shows can also easily fill in the time between episodes with goodies like extra footage and cast interviews in the same tuned delivery system that new episodes flow through to keep viewers interested during down time.
Personalization capabilities
Facebook has an immense amount of user data accessible through its APIs that have been leveraged in interesting ways within content. Advertisers and musicians have already been pushing the boundaries of personalized experiences in exciting ways (see: "The Wilderness Downtown" or "Take This Lollipop"), but original content producers have, for the most part, not taken advantage of the opportunity until recently. AOL's new Facebook-only show "AIM High" launched with a unique feature that allows viewers to login with Facebook Connect to view a more personalized version of each episode. After connecting, viewers may notice their own faces on posters in the school setting, or even find themselves running for high school class president directly within the plot of the show. While these personalized elements are superficial so far, it's easy to imagine future shows with much deeper integration. For example, a show could find a way to turn the viewer's friends into the suspects of a mystery, driving much more engagement and viewer loyalty.
Parallel conversation streams
Newer short-form content series like "AIM High" also seem to benefit more from integrated comments than long-form content can. With episodes no longer than 5-10 minutes, the plot of "AIM High" is always in flux, leaving room for speculation and discussion. The comment box isn't just a place to voice love or hate for the show, rather it becomes a real-time discussion of what's taking place and what could happen next. Facebook's commenting system also allows discussion to take place both on the show page and within people's news feeds, providing more seamless conversation both when viewers are watching the show and afterwards. 3rd party apps like GetGlue and IntoNow are starting to provide this parallel conversation stream via a second screen, but no companies in this space have yet been able to tie the discussion as close to the content as a Facebook-viewing platform can.
As all content consumption becomes hyper-connected and on-demand, even the major TV networks are quickly noticing the need to evolve in order to meet consumer wants. It may not be as easy for them as it is for digital pure-plays like YouTube, Hulu and Yahoo! (all of which announced a full slate of Web-only shows during this year's television up-front), but they have to be as vigilant in breaking through. Everyone is experimenting with the most effective way to attract and keep audiences for this new form of content. Facebook, with its unmatched notification system, personalization capabilities and conversation tools, could be just the solution everyone is looking for.
ABOUT THE AUTHOR: Kevin Skobac is senior digital strategist at SS+K, an integrated marketing and communications agency specializing in creative social engagement.
NBC, ABC, CBS, FOX ... Facebook?
The Real Opportunity For Content Is Web Series, Which Can Benefit From Facebook's Engagement
By: Kevin Skobac
Published: December 21, 2011
As Facebook continues to grow its user base worldwide, entertainment companies are increasingly trying to find ways to use the platform as a new form of TV channel with unprecedented reach. Both major TV networks and Hollywood film studios have previously allowed people to watch their content via their Facebook pages, including paid video trials such as Warner Brothers renting its "Dark Knight" film from its ultra-successful "Batman" franchise for Facebook credits.
Unfortunately, for WB and others, no early tests of traditional companies pushing their content on Facebook have registered any real success. Audiences simply don't seem interested in watching long-form, lean-back content wrapped in a Facebook environment (though augmenting traditional TV with a second-screen social context is another discussion).
But new Web-only entertainment creators can succeed where big media failed. Here's why: they're producing video content that differs significantly from the classic TV model. First, each "episode" is typically much shorter, commanding less of a singularly focused, lean-back experience. Second, outside of the normal broadcast schedule, users aren't trained to "tune in" or remember when the next episode will be ready for viewing. Facebook can help content creators meet these challenges in ways that would drive more interest, engagement and repeat viewership.
Push notification systems
Typically, Web-only video series are discovered via recommendations through press or friends, but then suffer steep drop-off in eyeballs for the 2nd episode. This occurs typically via both standalone Web sites as well as YouTube. Hundreds of millions of people, on the other hand, return to Facebook every day. Video series can take advantage of news feed posts, event invites, and top-bar notifications to inform viewers every time a new episode or piece of content is released. In this manner, shows will be able to command much more repeat tune-in than typical Web fare. Shows can also easily fill in the time between episodes with goodies like extra footage and cast interviews in the same tuned delivery system that new episodes flow through to keep viewers interested during down time.
Personalization capabilities
Facebook has an immense amount of user data accessible through its APIs that have been leveraged in interesting ways within content. Advertisers and musicians have already been pushing the boundaries of personalized experiences in exciting ways (see: "The Wilderness Downtown" or "Take This Lollipop"), but original content producers have, for the most part, not taken advantage of the opportunity until recently. AOL's new Facebook-only show "AIM High" launched with a unique feature that allows viewers to login with Facebook Connect to view a more personalized version of each episode. After connecting, viewers may notice their own faces on posters in the school setting, or even find themselves running for high school class president directly within the plot of the show. While these personalized elements are superficial so far, it's easy to imagine future shows with much deeper integration. For example, a show could find a way to turn the viewer's friends into the suspects of a mystery, driving much more engagement and viewer loyalty.
Parallel conversation streams
Newer short-form content series like "AIM High" also seem to benefit more from integrated comments than long-form content can. With episodes no longer than 5-10 minutes, the plot of "AIM High" is always in flux, leaving room for speculation and discussion. The comment box isn't just a place to voice love or hate for the show, rather it becomes a real-time discussion of what's taking place and what could happen next. Facebook's commenting system also allows discussion to take place both on the show page and within people's news feeds, providing more seamless conversation both when viewers are watching the show and afterwards. 3rd party apps like GetGlue and IntoNow are starting to provide this parallel conversation stream via a second screen, but no companies in this space have yet been able to tie the discussion as close to the content as a Facebook-viewing platform can.
As all content consumption becomes hyper-connected and on-demand, even the major TV networks are quickly noticing the need to evolve in order to meet consumer wants. It may not be as easy for them as it is for digital pure-plays like YouTube, Hulu and Yahoo! (all of which announced a full slate of Web-only shows during this year's television up-front), but they have to be as vigilant in breaking through. Everyone is experimenting with the most effective way to attract and keep audiences for this new form of content. Facebook, with its unmatched notification system, personalization capabilities and conversation tools, could be just the solution everyone is looking for.
ABOUT THE AUTHOR: Kevin Skobac is senior digital strategist at SS+K, an integrated marketing and communications agency specializing in creative social engagement.
12.04.2011
Continuing Education
Ignite Sessions
Ignite is a unique event where you learn a little bit about a lot of things through a rapid-fire series of short lectures. Speakers can apply to present on anything, and typically the collection of chosen lectures varies widely from technology, to the arts to society. Each speaker is given 5 minutes to present a coordinated talk along with 20 slides that turn on their own every 15 seconds. The structured nature of the event keeps the audience entertained whether the topic is NASA research, samurai swords, or anything else. Events are usually around $10. You can view all of the past Ignite NYC talks here: http://www.youtube.com/user/IgniteNYC#g/u
Creative Mornings
Creative Mornings are "a monthly breakfast lecture series for creative types". Each monthly event is usually about :30 minute breakfast, :30 minute lecture and :30 minute Q+A discussion session. Past speakers have been writers, entrepreneurs, venture capitalists and more. They take place on Friday mornings from 8:30 a.m. to 10 a.m. and have been sponsored, so attendance is free (and sign-up fills up fast). You can view all of the past Creative Mornings lectures here:
General Assembly
By day, General Assembly is a co-working space where teams of people can rent desk space and share collective office resources. By night, General Assembly is a an educational campus that hosts classes to help teach new technology, business and marketing skills. Classes usually cost around $25 per hour and are taught by employees from small start-up companies to Google employees. This year I took classes on Gamification, API Programming and Website Wireframing. Unfortunately, the classes have been a bit hit or miss because they're sometimes taught by smart people who aren't good teachers. However, I'm optimistic and will continue to try more.
TEDxBrooklyn
TEDx is an offshoot of the popular global TED conference, though on a local level. The organizers of TEDxBrooklyn put together an annual all-day event mixing talks from local business leaders and artists with curated videos of the global TED conference. This year's event was held at Brooklyn Bowl, and the topic was "redefining better". Highlights included motivational speaker Jullien Gordon, Etsy CEO Chad Dickerson, Gotham Greens founder Viraj Puri and several music & art performances. The event cost $100 for the full day, including lunch. The event wasn't perfect, but I expect that the quality will improve each year as the founders gain more experience.
140 is actually a series of conferences throughout the year that covers a number of topics. This year I attended the tentpole #140conf , a 2-day event discussing how social media effects business and people, and #140edu , a 1-day event discussing how social media can improve education. The first event was a series of short :10 - :15 minute presentations and panel discussions, and was very interesting in the same way that Ignite typically is. The edu event was a more classic format, with fewer + longer presentations, and wasn't nearly as interesting. I would make my decisions to attend future events based on the format and the costs- which varied from $1.40 to $140 per event (discounts to frequent attendees).
Next year, in addition to attending conferences and classes, I'm also committing to taking some online courses. One site I'm really excited about is Codecademy. The site is basically a collection of "gamified" courses on web programming. Courses are broken down into small incremental assignments, and motivation is driven by badges and level completions. Codecademy seems like an powerful, free, way to learn new subjects, one I'm very excited to spend more time with. I'll update everyone soon on how it goes.
Next year, in addition to attending conferences and classes, I'm also committing to taking some online courses. One site I'm really excited about is Codecademy. The site is basically a collection of "gamified" courses on web programming. Courses are broken down into small incremental assignments, and motivation is driven by badges and level completions. Codecademy seems like an powerful, free, way to learn new subjects, one I'm very excited to spend more time with. I'll update everyone soon on how it goes.
So what are the ways you learn? And what are your other 2012 goals?
9.14.2011
Facebook Fights Back At Google, Twitter and Tumblr With Four New Features
Facebook made 4 platform changes this week that aggressively compete with some of the most popular functionality on Twitter, Google+ and Tumblr:
Smart Friends ListsAll of these changes will likely be appreciated by Facebook users, and will likely help stem much of the criticism Facebook's gotten as of late. It will be interesting to see how Google, Twitter and Tumblr respond to Facebook's new functionality.
Facebook will now start creating intelligent friend lists for users to help facilitate sharing and filtering based on likely interests + need states. Facebook is starting everyone off with Work, School, Family and City lists, but the intelligence will start recommending people to you as you create your own custom lists as well. This is a major attempt by Facebook to show that they can do lists better than Google, who launched Circles as the main attraction of Google+.
Subscribe to a Person
Until now, Facebook relationships were always a mutual connection between two users. However, users now have the option to allow others to "subscribe" to them, without actually "friending" them. This new asynchronous dynamic gives personalities the ability to broadcast public information to anyone who's interested while still preserving their personal relationships. This means public figures no longer need to manage profiles AND pages for themselves (though pages are still the solution for brands and products that will build more robust content). Allowing asynchronous relationships is a major departure from Facebook's policy to date, and is a direct attack on Twitter.
Facebook to Twitter sync
Though Facebook pages have had the option of syndicating their content out to Twitter for a while, soon users will also be able to link their Facebook accounts to their Twitter accounts. Facebook is hoping that its users will have less reason to hop over to Twitter, while at the same time send more traffic from Twitter into Facebook.
View Page Post Shares
Starting today when you view a post on a Facebook page you will be able to see how many "shares" it has, in addition to 'likes' and 'comments'. When you click the "shares" button you will see a list of people who shared that post to their own page, and any public comments on their re-post. This isn't a major feature, but it makes sharing feel much more like Tumblr's popular "reblog" feature.
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