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Are digital influencers actually that important?

http://richardstacy.com/2012/05/15/are-digital-influencers-actually-that-important/

Everyone is getting a bit obsessed by Klout at the moment.  It is easy to see why.  Social media (or in fact social life) now has its equivalent of a golf handicap bringing with it the potential for obsession based on trying to improve your score.  And from a brand’s perspective, there is seduction in the belief that you can identify and exploit the small group of consumers or customers who are seen to be ‘digital influencers’ tapping into the almost mythical, but often tantalisingly out-of-reach, power of ‘word-of-mouth’ and ‘peer recommendation’ .  This recent Wired article probably sums up state of play.

There is also significant community of Klout knockers out there.  As this article by Jason Falls outlines, this whole issue of digital influence has the potential to create socially undesirable discrimination.  There are also others, such as danah boyd, who have pointed out the often self-defeating nature of an individual’s quest for digital influence, because of the potential to game the system – creating scores that bear no real resemblance to any ability to create an actual effect.  This seems to me to be the influencer equivalent of Hugh’s Law (Hugh Macleod’s contention that all social networks eventually descend into a swampy mass of spam).  Perhaps we should call in danah’s Law.

While I sympathise with the critics, I can’t help feeling that this whole issue will go away for the very simple reason that we will discover that digital influence is probably not the same thing as digital importance – and therefore not very important in the wider scheme of things

Here is what I mean.  Which of these two people might be the most important to your business – a person your influencer strategy has identified as having a high potential ability to spread the message about your brand through digital networks, or a person with very little pre-determined influence but who happens to be the first to spot and tweet about a problem with your product or service?  Or, say, a person who has asked a question for which your business provides an answer – someone who, through their digital behaviour, has identified themselves as a potential customer?   For me it is obvious – while the former is a person with high potential influence the latter is someone with high actual importance albeit low pre-determined digital influence.  Critically, the former is defined by who they are (something than remains fixed over time), whereas the latter is defined by what they are doing at any one moment in time (behaviours and context).

Consider this.  Dave Carroll, the musician who made the famous video song about United Airways breaking his guitar was not a digital influencer.  No strategy designed to identify the high digital influencers within United’s customer base would have picked him up.  However, he became hugely influential, or more accurately hugely important, to United because of what happened to him (context) and what he then did (behaviours) and also what United did or failed to do (behaviours again).

This suggest to me an important principle.  Within traditional media influence and importance were the same thing whereas with social media they have become separated.  This is a practical observation, but it conforms to the theory – that theory being the fact that Gutenberg created an enduring marriage between content and channels, information and distribution.  Channels had fixed and measurable levels of influence: attach your message to a channel (or influencer) and the message could then ride on the influence the channel brought with it.  The name of the game was therefore all about marrying your message with the most influential channels (or to the most influential people).  However social media is all about the separation of information from the means of distribution – the breaking of the Gutenberg relationship.  Thus the importance of information is not defined by the channels it sits within, but more by the context from which it comes.

End of theory, let’s look at more practice.

The Alitmeter Group’s Brian Solis has just produced an excellent report called The Rise of Digital Influence.  This is probably the most detailed description of the topic around – and I recommend that you read it.  However, this report and indeed most of the current discussion around digital influence, rests upon two assumptions.  These are: first, that digital influence is vested in an identifiable and relatively small group of individuals (digital influencers); and second, that the role or importance of these influencers is as information amplifiers or distributers – spreading information about a brand through their network.  I think the case I have presented earlier gives sufficient reason to doubt the first of these assumptions because, no matter how influential these individuals may appear, they are not actually that important (because importance has become separated from influence).

But what about the second assumption – the idea that the role of a digital influencer is as a distributer or amplifier of a brand message?  Perhaps the best way to examine this is to see where this idea might have come from.  In the world of traditional media the role of media was as a channel – it was a means of distributing information.  Therefore its effectiveness (influence) was assessed on its ability to reach the maximum number of relevant people.  Applying this approach to the social digital space, we have realised (some have anyway) that Twitter and Facebook are not really forms of media or even channels, but that they are tools that people use to distribute information.  Thus it is people that are the closest thing, within social media, to what represented a channel in traditional media.  Thus applying the old thinking, the value of a channel lies in its ability to distribute information, thus the assumption that the value of a person in social media should be assessed the same way.  This assumption has great appeal, because it allows us to export most of the strategies and approaches we have become familiar with in the traditional media space, into the social space.  We don’t have to re-invent things, challenge our thinking or develop new approaches.  But this is to fall into one of the classic mistakes that so many are making when trying to enter the social digital space, namely restricting our ability to understand the new space by our desire to make it appear and behave like the old space we understood.  It is the thinking that lead many to assume that the way you use a Facebook page is to try and turn it into a website.

It also has an appeal in that there is already a large commercial sector out there developing and selling us the tools to identify and exploit digital influencers.  These are the people Brain Solis cites in his report as Digital Influence Vendors.  Interestingly, Brian’s methodology is as follows:

  • Qualitative interviews and software demos with a total of 20 vendors
  • Qualitative reviews of 17 services provided by included vendors
  • Qualitative reviews of six brands that have piloted digital influencer programmes
  • Quantitative study of vendor features against key criteria of influencer engagement.

This heavy reliance upon the vendors as the source of his information must, in large part, therefore influence his conclusions (in fact in responding to comments on his blog, Brian has acknowledged that this report is actually more an investigation of the vendors and overview of how best to use these products, which is still a useful exercise provided you buy into the assumptions I have already mentioned).

There is a further problem.  Even if we are right to assume that the role of a digital influencer is as an information distributer or amplifier – how powerful are these people likely to be?  In the traditional media space, if you marry your message to a channel, that channel will be guaranteed to carry the message to the audience.  No such guarantee exists in social media.  If a brand identifies you as an influencer, and sends you information or even provides you with an incentive or a reward, why should you bother to pass the information on?  You are being rewarded for your influence, not for using that influence.  The only behaviour that is being incentivised is that of further building your influence score to get more freebies.  Rewarding influencers does not incentivise the use of influence, it only incentivises boosting your influence score, often by gaming the system, as danah boyd has pointed out.

In addition, even if an influencer decides to use their influence, it is debatable just how much actual impact this will have.  At the end of his report, Brian cites four case studies to support his case.  One of these looks at how Peerindex (Digital Influence Vendor and a Klout rival) linked-up with UK-based Executive Perks to “identify influential individuals within social networks and invite them into a new lifestyle programme.  The programme was designed to provide VIP treatment and preferential rates for luxury merchants and resorts.  The audience required consumer qualification to preserve its exclusive brand and appeal… following a very limited wave of 60 invitations, the programme reached over 200,000 people via re-tweets and responses”.

This seems pretty impressive – 60 initial contacts resulting in 200,000 responses.  But then I thought, how much of this was down to the fact that the initial 60 were ‘digital influencers’ versus the fact that this was just a well-designed loyalty programme that exploited the fact customer qualification (i.e. that you can only participate via a presumed process of exclusive invitation) is a highly effective response multiplier in this sort of situation? Quite possibly the same effect could have been produced by selecting 60 of their existing customer base at random.  If 60 people each invite only two other people this process needs to be repeated 12 times to reach nearly 250,000 people.  However, if those same initial 60 reached 10 times as many (i.e. 20 people) and these (now random, ordinary un-influential people) then invite 2 others it still requires this process to be repeated around 7 times to get to in excess of 250,000 people.  I.e. starting with the influencers makes things happen a bit quicker, but not that much quicker and the success of the process still largely relies on motivating the un-influential to pass the recommendation on.  Thus, success stems from having a motivating proposition, not from targeting an influential group.

Our experience in the viral effect of social networks also supports this conclusion.  Things only become viral when un-influential people become involved in passing them on.  The influencers may a have a role in getting the process started, but most often viral effects spring-up from the most unlikely, or un-influential sources.  It is the nature of what a piece of viral content represents (behaviours and context again) that is the dominant force in driving distribution – not the particular influence of the people who distribute it.

Noel Gallagher of rock band Oasis put it thus when talking about the importance of the music critics and other assorted ‘influencers’: “forget the critics, you only start to make serious money when the squares start buying your records”.

Thus I think we can float the idea that digital influencers may be influential, but probably not that influential.  They may be able to push things along a bit more than your average person – but not enough to create a sustained and extensive distribution effect.  After-all, once someone has handed the baton on to a ‘normal’ person with a sub-20 Klout score we are back into the realms of the un-influential (the “squares”) again.  This further knocks the assumption that the importance of a digital influencer lies in their ability to act as a distributer or multiplier.  There may be some exceptions here, but these are likely to concern people we might call super-infleuncers  i.e. celebrities.  But there is notheing new or especially digital here – seeking celebrity endorsement is a long-established traditional communications tactic.

Thus, I can’t really argue with anything that Brian says in his excellent report.  It is all true – provided one adheres to the assumptions on which his definition of digital influence rests.  But I think these are false assumptions.

So where does this leave digital influence and digital influencers.  I think it leaves us in a similar place to citizen journalism and citizen journalists.  Citizen journalism definitely exists as an influential process, but citizen journalists as influential individuals don’t exist (the only people I know who describe themselves as citizen journalists are unemployed traditional journalists with a blog).  Likewise, digital influence certainly exists, but digital influencers are over-rated.

This isn’t to say there are not small groups of ‘digitally important’ people you should not be identifying and targeting – it is just that these are not the digital influencers.  There are basically two types of important people you need to target.  The first of these are the Dave Carrolls of the world – i.e. the people through who via context and behaviour, identify themselves as digitally important people.  These people can come from anyone in your target audience, in effect they represent your target audience, but you cannot identify and target them in advance.  They are defined by what they are doing at a particular moment in time, not by who they are – these behaviours being things such as raising a compliant, asking a question, commenting on your brand, the competition, the sector.

The second is a group of people who are actually defined by who they are.  These are the people who are your brand loyalists: the people, who for whatever reason, have a special passion or interest in your brand.  Unfortunately this will only ever be a very small group in relation to your total target audience.  Also unfortunately, you will never be able to grow this group to a size where they will make an impact on consumption of your product or service – almost by definition this will be a small and frequently inward looking group.  Which means that, unfortunately, you can also forget the idea that these people can become brand ambassadors or advocates.  Firstly, the fact that they are passionate about your brand doesn’t mean that they will want to become evangelists for your brand.  Despite what WOM advocates might like us to believe, people are not natural evangelists – they only become so in very specific situations: they are either given a significant push or incentive (you will earn some money/points or you won’t go to heaven); or when they find themselves in the presence of other people who share their interest.  The people who are natural evangelists we tend to dismiss as tedious bores – unless they happen to be evangelising on a subject to which we are already a convert.

Secondly, if they do want to become evangelists, you probably don’t want to encourage them to do this – either because of the tedious bore factor mentioned above, or because they will come across as strange.  There are people so passionate about Coca-Cola that they buy red cars and paint Coke logos on them (I know this to be true for I have seen them on Facebook).   However, we don’t make ads about these people because the rest of us see them as weird, and Coke doesn’t want to suggest it is a brand for weirdos.

So what do you do with these people if you can’t increase their number or use them as brand ambassadors?  What you do is work out how they can help you do your business.  These might want to be the people to involve in new product design for example but their importance in this respect is defined by the knowledge and interest in your brand, not by their digital influence.

Finally, it is also quite likely that there may be communities, rather than individuals, who are genuinely digitally influential.  danah boyd has written this very interesting post on how the Kony 2012 video became viral and the role of cultivated communities of young people who fueled the process. Critically though, the focus on these groups was on the creation of the necessary incentive (behaviours and context again) to spread the message, rather than just seeing them as an un-questioning channel.  To digress slioghtly, I am already of the view that the community is the new individual.   Social media is eroding organisations’ ability to isolate individuals and deal with them in sealed boxes as people discover the power that comes from the ability to connect and share experience.  People will only be prepared to engage with organisations within the context of a relevant community, because this context gives them power (but that is another story / as-yet-unwritten post).

So there it is.  The digitally important people are not the same as the digitally influential people.  And even the digitally influential are not actually that influential.  So we can all relax about Klout scores and instead get on with the much more profitable business of focusing on the important people, these being the people that represent your consumers or customers, not those who (supposedly) influence them.

P.S. I haven’t touched on the issue of social profiling.  But if I am right about influence, it means that social profiling should focus not on profiling people according to influence, but profiling according to behaviours and context.  And this profiling information will only be commercially important if it remains hidden and available only to the organisation building the profile.  You don’t want generic Google Goggles to tell you someone has a high influencer score, you want a bespoke set of goggles (an algorithm) that will tell you if someone is, for example, a good credit risk based on the ability to reference a person’s network of friends and cross reference this with a database of credit defaulters.  That’s the issue Jason Falls et al need to be looking at, because social data is already being used in this way – it is what I call ‘listening to data’ as distinct from ‘listening to people’.  Whilst it uses social data, it is a very anti-social phenomenon (see Huffington Post piece on this).

PK5@O/O/ OEBPS/e_2759060834241020968.html Why you can't trust tech press to teach you about the tech industry

Why you can't trust tech press to teach you about the tech industry

http://dashes.com/anil/2012/04/why-you-cant-trust-tech-press-to-teach-you-about-the-tech-industry.html

If there were one lesson I'd want to impress upon people who are interested in succeeding in the technology industry, it would be, as I've said before, know your shit. Know the discipline you're in, know the history of those who've done your kind of work before, understand the lessons of their efforts, and in general look beyond the things that are making noise right now in order to understand bigger patterns of how technology works, both literally and socially.

This is a difficult challenge, because today's media about the technology industry will not teach entrepreneurs and creators what they need to know about the history of the technology industry.

I don't just mean this in the obvious way — nobody thinks you can earn a PhD in computer science by reading a tech blog. But I mean the broader landscape of sites that attract attention from technology developers and startup aficionados are woefully myopic in their understanding and perspective of the disciplines they cover. [Disclaimer: This post mentions lots of sites that write about tech; I write for Wired (ostensibly a competitor) and advise Vox Media (parent of The Verge, mentioned below), as explained on my about page.]

Open For Comment

Let's take one example from a month ago. A blogger named Saud Alhoawi reported (judging by Google's translation) that Google is going to introduce a blog commenting system powered by their Google+ platform. If you work at a company which makes tools for feedback on sites, or if you care about the quality of comments on the web, this would be important news, so it's a great thing that it got picked up by WebProNews and TheNextWeb.

Given that Google generally refuses to comment on such pronouncements, and therefore would be unlikely to confirm or deny Alhoawi's blog post, the burden is thus on the rest of the tech blogosphere to explain to their readers the implications and importance that such a product would have, if Google were to launch it.

Fortunately, we have a very good record of how the major tech blogs covered this story, if they did. Techmeme has admirably preserved links to the many pieces written a month ago about this story. As you might expect, most were regurgitating the original stories, with a few mentioning Alhoawi's source post. These reposts showed up all over the place: 9to5 Google, BetaBeat, Business Insider, CNET (which oddly credits ReadWriteWeb but links to TNW), DailyTech, MarketingLand, Marketing Pilgrim, MarketingVox, MemeBurn, SlashGear, The Verge and VentureBeat.

Lots of linking with just the barest amount of original reporting, which is actually a fairly efficient way of getting a story out. But while I admire many of the smart people who work at a lot of these outlets, apparently no one who was linking to this story has more than the slightest bit of knowledge about the discipline they were covering.

What's Missing?

As you might expect, nearly every story mentioned that Facebook has a commenting widget similar to what Google is presumably creating. Google and Facebook are competitors, so that's a wise inclusion. Most also mentioned DIsqus, and sure, that's relevant since they're a big independent player. I don't expect that these stories would be comprehensive overviews of the commenting space, so it's fine that other minor players might get overlooked.

What is ridiculous, and absurd, is that not a single one of these outlets mentioned that Google itself had provided this exact type of commenting functionality and then shut it down. Google provided this service for years. And that last Google commenting service, called Friend Connect, was shut down just three weeks prior to this news about a new commenting service being launched.

That's insane. Whether you're a user trying to understand if it's worth trusting a commenting service, a developer judging whether to build on its API, an entrepreneur deciding if you should incorporate the service or worry about competing with it, or an investor who wanted to evaluate Google's seriousness about the space, the single most salient fact about Google's attempt to create this new product was omitted from every single story that covered it.

Worse, the sites themselves suffered for this omission — when everyone is covering the exact same story, if one site had gone with a headline that said "Google's New Commenting Service: The Secret History of How They've Failed Before!" they could have actually gotten more page views and distinguished themselves from the endless TheNextWeb regurgitation.

This isn't a case where a few lesser outlets omitted a minor point about a headline. It's a case where a story that was interesting enough to earn a full Techmeme pile-on was lacking in coverage that would be necessary for understanding the story at even the most superficial level. As you might expect, a few of the larger outlets have big enough audiences that their commenter communities were able to add the missing salient facts to the story, but on both The Verge and Business Insider, the comments which mentioned Friend Connect were buried in their respective threads and, as of a month later, not highlighted in the original posts.

Do Your Homework

Fortunately, whether or not Google makes a commenting widget isn't that big a deal on its own. Maybe they will or maybe they won't, and maybe it'll fail again or maybe it won't. But the key lesson to take away here is that we know a few things are wrong with the trade press in the technology world:

  • In tech financial coverage, there is a focus on valuation, deals and funding instead of markets, costs, profits, losses, revenues and sustainability.
  • In tech executive coverage, there is a focus on personalities and drama instead of capabilities and execution.
  • In tech product coverage, there is a focus on features and announcements instead of evaluating whether a product is meaningful and worthwhile.
  • Technology trade press doesn't treat our industry as a business, so much as a "scene"; If our industry had magazines, we'd have a lot of People but no Variety, a Rolling Stone, but no Billboard.

There are many more examples of the flaws, but these are obvious ones. What we may not know, though is that there's another flaw:
* For all but the biggest tech stories, any individual article likely lacks enough information to make a decision about the topic of that article.

Imagine if Apple launched a new version of the iPad and a story did not mention that any prior versions of the iPad existed. This is the level of analysis we frequently get from second-tier tech stories in our industry. And that's true despite the fact that technology trade press is actually getting better.

We need a tech industry that values history, perspective, and a long-term view. Today, we don't have that. But I'm optimistic, because I see that people who do value those things have a decided advantage over the course of their careers. One place to start is by filling in the blanks on the stories we read ourselves, perhaps by making use of a comment form?

PK5@㾑22 OEBPS/e_4971733563919745467.html Just Another Social Profile Really

Just Another Social Profile Really

http://ciarannorris.co.uk/2012/05/10/the-paucity-of-tech-comment/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+CiaranNorris+%28Jst+Anothr+Blog%29

Last week SEOmoz announced that, after a couple of failed attempts, it had raised $18 million in funding.

Now, I’m a fan, so I’m, biased, but to me this was a great story. A company that, to use the tech world’s favourite jargon, pivoted, from a search agency to an SaaS supplier; one which has built a loyal and thriving community; one whose CEO is not only charismatic, but radically transparent, even down to sharing his past experiences when he tried, and failed, to raise funding; and one which, despite this lack of funding, had been able to grow revenue and profit. The press release anouncing the funding even used web memes.

In short, I assumed that this would be picked up by all the tech blogs. Nope.

It was covered, don’t get me wrong (an article in Forbes is nothing to sniff at), but it was nowhere to be seen on TechCrunch, the site that I still consider to be the main port of call for news on startups. This was particularly strange seeing as other SEO companies, with less interesting stories, have been picked up and had their press releases quoted almost verbatim.

As I said, I’m biased (I really like Rand and the mozzers), but for me this was telling. Because I’ve started to realise that there’s a big gap in the world of tech content, and it’s highlighted by Techcrunch and its bastard offspring, PandoDaily.

The issue is, as I see it, threefold.

1. Too many techblogs concentrate on news without analysis, and, in doing so, are guilty of the same thing that Fred Wilson recently accused many VCs of falling victim to being part of a ‘momentum herd‘ – chasing the hot new thing.

This means that it becomes very hard for readers to understand what’s actually important, as context is lost when everything is the ‘best new thing, ever!‘, and also means that tech blogs (and magazines – Wired UK is pretty much full of similar meaningless snippets) are slowly commodotising their brand, as news is increasingly worthless (as it’s so common). The stuff that has the value, is analysis.

2. Real, in-depth analysis is something that very, very few tech sites seem capable. Danny Sullivan is a master of it when it comes to search, but other than him, I tend to look to non-journalistic sites: the aforementioned Fred Wilson at AVC, the guys over at tech consultancy Broadstuff. Wired’s magazines does have some good stuff in it, but it’s outweighed by reams of fluff, and frankly isn’t worth the subscription anymore.

By no means do I believe that you have to have worked in a sector in order to be able to analyse it (anyone who has had the misfortune of watching the old boy’s club that is Match of the Day will know what I mean. And, indeed, the likes of The Economist, or Charles Arthur at The Guardian, show that there are journalists who do know what they’re talking about.

Indeed, from my time working at two B2B publishers (Centaur & RBI), I know that real journalists can work in almost any sector, and through research and building connections with experts, can provide true insights. The guys at econsultancy, despite being entirely online only, also strike me as coming from this more professional, B2B, school of journalism, and the quality of their content reflects this (Patrico Robles’ constant refusal to accept that hype outweighs reason, deserves particular praise).

3. The bubble seems to be encouraging people’s egos to write cheques their talent can’t cash, with people still trying to say that professional bloggers are different to journalists, whereas, really, the only difference is the CMS.

Rather than write about the cluster-f**k that is PandoDaily, I’ll instead link to an article that pretty much sums up most of my feelings, and pull out a couple of choice quotes, like this one:

Recently, I’ve noticed coverage veering dangerously off-piste, with bizarre and wrong-headed rants from Lacy about other women’s endeavours to uniquely stupid suggestions about picking up tips from cab drivers to odd-ball broadsides that exhibit mountainous levels of lazy prejudice and financial ignorance.

Or:

At a time when it was clear that the market desperately needed a high-quality alternative to TechCrunch and the lesser publications orbiting it, I find it remarkable that Lacy opted to start a blog full of the same old garbage: right down to the pathetic internecine wars, which any publication with dignity would have conducted behind closed doors and which are nowseriously alienating readers.

Or this, something I had already written about:

PandoDaily’s corporate culture suffers from the company being defined by its enemies. Many – perhaps most – of its staffers come from TechCrunch, not a journalistic operation of the highest rank in the first place, and much of the editor’s time in the early days of launching PandoDaily was spent not defining future goals but trying to get its nemesis, Erick Schonfeld, fired, in part by spitefully poaching his best writers. Lacy may have been successful at that endeavour, but her victory has come at terrible cost.

Or, finally:

PandoDaily’s writers have got into the habit of piling onto commenters, without waiting to see if they’re speaking sense or not, as a sort of prophylactic measure. It gives the deeply unedifying sense of a playground gang – something TechCrunch never had, even when Paul Carr was at his most brutal. Carr always did it with wit and wisdom: at PandoDaily, it’s just bullying.

Readers notice, and some of them – at least, so they claim – have already stopped returning as a result. Given that this sector is so over-reported on, there’s no reason not to believe them. This is a horrible shame, because with relatively few adjustments, PandoDaily really could become the site of record.

Yep, I’m one of those readers who won’t be going back, but at least I’ll be able to head over to The Kernel though, the place that this piece originated from, won’t I?

Well, no. Because, whilst it’s name is, I presume, meant to reference the old saying the kernel of truth, to me it brings to mind the Colonel you see beaming down at you outside fast-food restaurants around the world: like their food, the content gives you an initial hit of pleasure, but it’s bad for you really, based as it is on sniping and resentment (despite lambasting Pando for trying to get Erick Schonfeld fired, the author tried to do exactly the same thing himself), rather than sugar and fat.

But what about Techcrunch? Not as long as people are making excuses about bloggers not being journalists, or as long as MG Siegler ruins what can be reasonably insightful analysis, with his irrational love affair with Apple.

Mashable? I stopped reading that when they started publishing articles that I’d have been embarrassed to write as a strident student journo, whilst their constant ability to take things that little bit lower only confirms that decision.

So, there you go.

A state of the tech blog nation that would be enough to make you weep, if it weren’t for the fact that I can get my news from AllThingsD (owned by the Wall Street Journal), and analysis from the likes of The Economist (in print since 1843) or The Guardian (a newspaper founded in Manchester). Death to old media anyone?

Image by Sam Beckwith on flickr.

PK5@b OEBPS/e_8517234498403767132.html Book e-worm

Book e-worm

http://littlestorping.co.uk/2012/05/07/book-e-worm/

I’m a bit surprised that in the 6 weeks I’ve had my Kindle I’ve read more books than in the previous 6 months. I thought I’d like it, but I didn’t expect it would change my reading habits so much.

Prior to buying the Kindle, I’d read a few novels using the Kindle App on my iPad and iPhone. These have some of the advantages of the Kindle – in particular the clever bookmark syncing, where if you read the same book on both devices, when you finish reading on one and pick it up on the other, it remembers where you got to. However, there are some drawbacks. The iPad (version 1 at least) is a little too heavy to read comfortably. The iPhone is better, and mine with a retina screen, so the text is much sharper, but the screen was too small and I had to turn the page too often. A backlit screen is still much more like reading a computer than reading a book.

I considered getting a touch screen device (having experienced the allure of the Kobo Touch) since I felt I’d become so accustomed to that form of interaction. But the experience of reading on my phone, where I found my thumb hovering ready to turn the page actually blocked the text, made me choose to go for the bare-bones Kindle (the Touch is also larger, heavier, and slower to respond). I didn’t go for a keyboard because I can annotate more easily using the iOS app (it’s larger and heavier too).

So why do I read so much more with it? I’m not sure, but I think it might be…

Books everywhere

Wherever I am I have the book(s) I’m reading with me. And the ones I’m going to read next. That’s when I go away – no packing choices, just sling the Kindle in my bag – but also when I’m on a bus, or have five minutes waiting to meet someone, because the same books are on my phone too. It’s a lot easier to just pick up a book and read a few pages, so I don’t look for something else to fill the time instead.

Chain-reading

It’s not just being able to pick up what I’m reading whenever I have an odd moment, it’s also the fact that as soon as I finish one book, the next is already there waiting for me. I’ve bought a pile of Kindle books that are sitting in the device, all I’ve got to do is choose an away I go on the next one. Previously I’d resent having to take a heavy book with me which had a chapter or two to go, and take the next book on my list as well. Sometimes I’d judge a book would last me longer than it would, and be left without. Like the chain-smoker lighting one cigarette from the last, there’s never a moment when I need to stop.

Novelty

I can’t ignore this one, though I’m sure if it’s a factor it’s not the only one. Reading on the Kindle is a bit new, and a bit different. I do love to get a new gadget and play with it to try it out. I’m haven’t cast it aside yet, however, so if it is novelty it’s taking a long time to wear off.

Of course, it needn’t be just the tech-toy effect. I’ve also been motivate to go and buy some new books so as to have something to try it with. It’s been a great opportunity to acquire a few things I’ve been meaning to read for a long time (even if some of them were free: I’d never read The Great Gatsby until now, for instance). So I’m benefitting from being able to indulge myself with all sorts of my favourite fiction and non-fiction. I could have done that with paper books, but I without having the reason I wouldn’t have devoted the expense and time to it.

Comfort

This hadn’t really occurred to me, though it seems obvious in hindsight. Partly it hadn’t occurred to me because I have a sentimental attachment to “the reading experience” which is about more than just reading (it’s the smell of the book, the look and feel of the binding, the rustle of the pages). That blinded me to things I’d ignored, about propping up heavy books to read when I’m lying down, propping open books when I’m at the table (sometimes I read when I’m eating – naughty me), or squinting at small or badly formatted text. The Kindle’s e-ink screen is lauded for being easy to read, and it really is. It’s at its best in bright sunlight – when the iPad is at its worst – and that’s partly because the contrast is much poorer than paper (you really do need a good reading light at the bedside). Very occasionally I notice some aliasing, but it’s almost imperceptible. But having every book in your preferred font at your preferred size really is a luxury that makes me question my sentimental attachment to books. I like books for all sorts of reasons, but for reading, the Kindle has become favourite.

PK5@*y`` OEBPS/e_3589267108600372942.html Digital media and urban spaces

Digital media and urban spaces

http://comment.rsablogs.org.uk/2012/05/08/digital-media-urban-spaces/

By the end of 2012, it is predicted that networked devices will account for a fifth of internet traffic, logging and processing in various ways the ‘behaviour’ of the street. Barbara Anderson FRSA argues we all share a responsibility to shape how these technologies will shape our lives.

Over the last few years, we have seen a huge variety of familiar objects and surfaces – from televisions to bus shelters – transform into networked sensors that gather, process, store and display information.

Cities are now producing and collating information about our activities, movement and behaviour. Leading development projects pre-suppose a fully sentient environment. This means every resource – from private buildings to public spaces and their individual parts– will have an IP address (the unique identifier for a networked device) and potentially an interface that makes the information generated visible and accessible. The vision of the future is one where responses are dynamic, and constants become variable: for instance, where a building’s membrane can respond to CO2 levels, or a road can respond to traffic.

Inhabitants of these new environments are engaging in their curation: the way in which digital assets are created, preserved and maintained. Browsing one minute, searching the next, we move seamlessly from private to shared information environments, offering insight into packages of urban experience. We can rate an interactive work of art, or get the inside track on where to get shirts ironed fast and cheaply. In London, we can even use a smartphone at a Tube platform to find out which carriage will deposit us closest to our exit at the next station.

If all this sounds a bit ‘Big Brother’, it can also be seen as the natural conclusion of a free market of information. However, if civic authorities, businesses and designers take collective responsibility, this presents a huge creative as well as commercial opportunity. It could even save money for some: use of urban digital media, on both a temporary and permanent basis, may to some extent remove the obligation on different parts of a city’s services to establish and fund their own communications and promotional networks. It could also help to measure and improve environmental impacts, safety, and navigability, and generate additional income streams. Of course, as more of us use digital urban media, our personal experience of cities will change; these are new tools available to designers and patrons to regenerate city spaces and enhance urban initiatives.

It does not take a huge leap of imagination to visualise the services available today, to see more fluidly integrated experiences becoming available. Imagine an arrow that appears on the pavement or on your sunglasses to tell you which way to go, or even a docking station that unfolds as you approach to lock up your bike. The logical extension of this is an architecture that moulds itself to the activity within a space. An exhibition organised by the Architectural League of New York, Toward the Sentient City, explored art and design projects with just this theme back in 2009.

When completed in 2015, New Songdo City in Korea will be a test bed for new technologies, with the city’s infrastructure intended to exemplify a digital way of life. Dubbed a ‘ubiquitous’ or U-City, it will be one of the largest scale examples in the world where all information systems (residential, medical and business) are linked, and could provide the prototype for the cities of the future.

But social network models for sharing information can be problematic: too much information on your neighbours can serve to undermine a community, limit conversation and prevent cohesion. Knowledge that is too explicit – for example, the political or religious affiliations of a community – can dissolve the diversity and richness key to new developments.

Furthermore, the expense of these ‘new tools’ has meant that many of us associate large-scale urban digital media exclusively with digital advertising hoardings. These are often (though not always) ugly and disrespectful of the surrounding urban fabric, and rightly invite challenge regarding their profit motive, light and information pollution, and energy consumption.

Regardless of whether we think it best to have all the information available all of the time, the pace of these innovations is very likely to continue, with financial imperatives already driving implementation. Experts believe that the best of these digital city concepts are the ones that enhance the people, networks and institutions that are already on the ground – ones that use technology to build the social capital that is already there.

On a less dramatic scale than the Korean project, a number of European cities have realised the benefits of the creative and digital industries to aid regeneration. Some of the more successful examples of this in the UK include Glasgow, Sheffield, Huddersfield, the Northern Quarter in Manchester and Jewellery Quarter in Birmingham, as well as the Barbican and Southbank in London. The UK 2012 Olympic Live Site programme now has 22 urban screens over with three million viewers in the UK.

The mediated environments, such as certain areas in Glasgow, are clearly the most successful because they reflect (and are shaped by) people’s actions. In these examples, designers and patrons have considered the possibilities of urban digital media in the broadest sense, and have properly exercised their duty of care.

We all share a responsibility to shape these technologies and see that they are used thoughtfully for the benefit of all, sensitive to the moral hazards that they bring. In particular, designers and developers need to work together to take up this challenge. If they do not, we risk seeing our urban spaces undermined by poorly considered experiments. If they do, Digital Media has the potential both to change the way our cities run for the better and to improve the quality of life for their inhabitants.

Barbara Anderson FRSA juggles a career as a non-executive director with advisory roles to art and design organisations with a social and environmental purpose.

Related posts:

PK5@% OEBPS/e_2747237397833108148.html spotting futurists along the freeway

spotting futurists along the freeway

http://www.thestate.ae/gonzo-futurist-manifesto-freeway/

In terms of future visions, what do we have left to work with? Microsoft concept videos, Hollywood apocalypse, and the jet pack dreams of greying Baby Boomers. Meanwhile, trapped between economic apocalypse and transformations, we’re besieged by a world we barely understand. Bruce [Sterling] nails the mood:

‘Things are just falling apart, you can’t believe the possibilities, it’s like anything is possible, but you never realized you’re going to have to dread it so much. It’s like a leap into the unknown. You’re falling toward earth at nine hundred kilometres an hour and then you realize there’s no earth there.’ (Bruce Sterling, Reboot 11)

photo by Jade Elam

I read a manifesto with lines like these and I’m forced to take pause. Rather, what I felt the urge to do was to play pop song X on the headphones, then take a reflective walk after dusk, to sit beside the freeway separated from my neighborhood by a large concrete sound barrier, to watch the cars pass north and south, and to try and wrap my head around this thing.

Justin Pickard’s Gonzo Futurist Manifesto, the thing in question, is hardly a depressing document. While it spares no verbiage in depicting the dire situation of this current temporal year (“the churn and flailing of turboparalysis”, as the author so succinctly frames it), it ends with the gritty positivity of a futurist wielding his custom-made weapons deliberately. “Stand back,” he says in my imagination, lowering his goggles as he hoists a parabolic dish skyward on a pistol grip, “this thing can get a bit… loud.”

What Pickard actually proposes in the way of armaments, is a mind state:

The gonzo futurist is a super-empowered hopeful individual. She may have been a ‘graduate with no future’ (Mason, 2011), or the victim of public sector cuts, but has since grieved and moved on. She plays, tests, and play tests; making the best of the tools and technologies at her disposal. Comfortable calling on (and being called on by) her friends, peers, and tribe, her sense-making skills are social and connected. Her thinking may, occasionally, ‘be located inside the brains of other people.’ (Wheeler, 2011)

And he gives us many more compelling pathways by which we might seek our crafty way out from the rapidly ripening apocalyptic regolith of contemporary culture. But the thing that sends me out to the side of the freeway with headphones wrapped around my brain like a tourniquet is my doubt about whether or not I’m up to it.

Perhaps I simply fail the muster, being less than a hopeful individual. Perhaps I fall into a category of freeway watchers, staring the infinite depth of traffic that keeps coming, no matter how late one stays in the attempt to witness the very last one. It is not the dreaded turboparalysis in which I sit, but it is that I feel I have been fighting the “war on timidity” which the author wisely coaches us towards, for so long now.

If such a war only had casualties, materiel, and boundary lines, it would at least fit into the modernist schema we have developed in order to conceptualize that of which “winning” might consist. But like the freeway, with the minor tidal shift between rush hour and late night traffic on the asphalt terrain more evocative of tectonic drift than seasonal flood, the campaigns of the war on timidity are difficult to differentiate, let alone plan. In one sense, this is life, and so who is surprised? But in another, we are all generals commanding ironic armies of one, countering the wholesale dehumanization we oppose with the impotent individuality of humanism that drives to stare at the moon, at mountaintops, at halogen headlights.

The Gonzo Futurist, of course, is aware of this solipsism, and the practitioner ought to seek to “identify a tribe-of-affinity; your personal community-of-interest.” But as I sit by the freeway, I look up to the opposite bank, hoping to see someone else sitting in the dark like me, watching and listening. There is no one there.

photo by NSF/NOAA

So I head off, to find more Wifi, to connect more words together, to attempt to find that tribe. Perhaps this is what I expect from such documents: to be sent outward to the edge, and then to be drawn back. This is the sort of orbit that moves the blood through the veins. My capillary nets blush with the deepest undercurrents of raw magma. “Stand back…” I hear myself murmur, to no one in particular.

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Content Meant? #1
PK5@PI22OEBPS/e_690035421467332775.html This Blog Sucks (And You're Probably Not Reading This)

This Blog Sucks (And You're Probably Not Reading This)

http://www.twistimage.com/blog/archives/this-blog-sucks-and-youre-probably-not-reading-this/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+TwistImage+%28Six+Pixels+of+Separation+-+Marketing+and+Communications+Insights+Blog+-+Mitch+Joel+-+Twist+Image%29

I don't mind that I'm becoming a dinosaur.

I'm not going to lie and say that I was shocked to read the DigiDay article, Agencies Ditch Blogs, that they published on Monday. "With the rise of social media, businesses are blogging less. That goes for agencies, too, which are increasingly turning their backs on their blogs in favor of platforms such as Facebook, Twitter, LinkedIn, and newer kids on the block like Instagram and Pinterest." The article went on to quote Sam Weston (director of communications at digital marketing agency, Huge): "Nobody reads agency blogs, and there are so many out there it's impossible for people to keep up anyway. We put ours on hiatus while we figure out what we want to do with it. We do use Facebook and Twitter. We've figured out what works for us there."

Please allow me to correct that quote...

"Nobody reads agency blogs"... THAT ARE BORING AND SELF-SERVING. This is what the Internet brought: just because everyone can publish content, it doesn't mean that they should. Let's argue and say that I'm wrong and that anybody and everybody should be publishing content... fine. Then just because everyone can publish content, it doesn't mean that anyone will care. What advertising agencies are learning is that publishing content on a frequent and consistent basis with a compelling voice is not only a commitment, but it is very difficult. Nothing new here. We've been saying this for close to a decade. It has only become more complicated because there are many other, faster and quicker and different ways to create and share content. This is no longer about the Internet grappling for some of TV's viewers. We live in a world where Instagram is biting into Pinterest's usage and Facebook is tackling users away from YouTube and beyond. It's very complex. It's very complicated.

Blogging is about writing.

Here's a dirty little secret: I hope more agencies stop blogging. I could also name some bloggers that I'd like to see stop. Why? Am I being mean? Absolutely not. I see too many agencies and bloggers struggle with their blogs. It's both obvious and painful to watch. They wind up spending too much time writing about themselves or covering the same areas of interest that everyone else is talking about. They're afraid to have an opinion, step into a territory that they're uncomfortable with and - most of all - they're afraid to go "off brand."    

Why you should blog...

  • Because it's your own space - not another platform or channel that you can't control.
  • Because it's good for search engine optimization.
  • Because it helps an agency build a community.
  • Because it's good for business and helps your company look more human.
  • Because it's a great place to share links and advice.
  • Because it's a great way to attract clients.

Maybe... but no.

While all of these may sound like a good reason to blog, they're not.

Why you should blog (really)...

  • Because you have something to say.
  • Because you are passionate about your industry.
  • Because you are seeing things that not many people are talking about.
  • Because it helps you to think critically about the changes that your industry faces.
  • Because you love to write.
  • Because you have to write.
  • Because if you had more time, you would write even more.
  • Because you feel that others out there might connect with the content and the connect to you.
  • Because you're not blogging for work. Your working hard to make your blog work.

Cowboy up. 

This isn't about blogging or whether or not blogging is cool. Blogging simply allows an individual (or an advertising agency) to publish how they think in words, instantly and for free for the world to read. If someone (anyone) is abandoning their blog, it is for one reason only: the world is not caring all that much. The truth is that the world can be a cold and unforgiving place. The only way to change that is to create something so compelling that it makes people stop, think, wonder, share and engage.

Maybe the agencies just realized that there are no free lunches?

Some additional thinking on this:

By Mitch Joel

PK5@ ԧ OEBPS/content.opf urn:uuid:8526b457e62a4bf89a1faa5ab255b450 Content Meant? #1 2012-06-08 adamtinworth en PK5@& & OEBPS/toc.ncx Content Meant? #1 Content Meant? #1 Digital media and urban spaces Book e-worm This Blog Sucks (And You're Probably Not Reading This) spotting futurists along the freeway Why you can't trust tech press to teach you about the tech industry Are digital influencers actually that important? Just Another Social Profile Really PK5@!zOEBPS/index.html Content Meant? #1

Content Meant? #1

Interesting writing about online content in all its wonderful forms…
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