Category Archives: Media

Social media diet – the book supplement

In December 2007 I went on a media diet, inspired by a Digital Health Service Workshop I’d attended. To be truthful, it was mainly a social media diet. I was an early casualty, as it seems to be catching on more widely now.  After being relentlessly engrossed in reading and then creating blogs since 2004, and then diving into the participatathon of Facebook in October 2006, and Twitter the month after, plus a host of other social-sharing-crowdfacing-wikified-whateverisms (on top of all the other web stuff I do), warning signals were sounding.

Having partaken in these principally as a core (and very fruitful) part of my job, they were completely taking over, and the side-effects were not exactly glamorous. I’ve written about them before.

In some ways social media latecomers are lucky and have probably adapted better to the social mediaverse. Plus most don’t have to do it as a matter-of-life-or-paycheck, (although a few dozen tweets can get you a social media intern gig these days, but what did you do before that Tarquin? Enough said).

After I emerged from the two-week zero-fat diet of Xmas 07/ NY 08, things were different. Nowadays, it’s all about judicious media consumption for me, honing a better skim-and-plunge technique… supposedly. I still spend my working days neck-deep in the mechanics and strategy of all aspects of online communities, social media and their ilk, and find their business, tech, social and cultural impacts fascinating. Evenings, if I’m dabbling, it’s more likely reading, bookmarking and the odd tweet. Sometimes I’ll even try out a new web service. But there’s more to life…

And the part I was missing most was books.

(I’d just about managed to keep up on music, film, art and other stuff; somehow that was possible).

When I first moved to London in 1998 I didn’t read a book for 6 months. I was shellshocked – by the material stress of the move, the quantum leap of my job, the social rupture of leaving my life in Glasgow, the general disorienting strangeness (I’d been to London 30+ times previously, but living there – sorry, here – is different). As someone who’d normally read – and often review in my freelance journalist guise – 3-5 books a month, the book-reading famine was symptomatic of a larger destabilising episode.

I just couldn’t sit, zone-in and immerse myself in the great books I’d got queued up to read. When I think about it now, the wave of social media that’s washed over me in a work context in the last 5 years has made me exhibit many of the same behaviours that resulted from my transplanting to Londinium. But you always – hopefully – resurface.

So I made an effort to get some nourishment. Here are (some of) the books I read in 2009. Mainly – if sometimes vaguely – work-related, hence the exhibitionism…

Books queued up in December 2008

Books queued up in December 2008

I’m not reviewing them (if only!) but I have to admit two of the pictured editions are unfinished: Yochai Benkler’s (seminal) The Wealth Of Networks (see also the blog and wiki) and Grant McCracken‘s Transformations. I’m still in transit with them, gradually snacking my way through. Must be the microblogging ripple effect :-)

Books queued to read August 2009

Books queued to read August 2009

I can’t wait to read 2010’s offerings. The pile is currently being assembled. And the project of filtering too many media inputs continues :-)

If anyone wants to do a digital / social web book club (preferrably offline), this reader might be interested.

Being Don Draper

If you’re a fan of Mad Men, who wouldn’t want to be Don, even if just for one wheeling dealing afternoon or rollercoaster nocturnal session? What’s begun to happen with fictional characters on Twitter in 2008/2009 is heading in this, and other equally interesting directions.

Mad Men vs me at a Mad Men party

Mad Men vs me at a Mad Men party - courtesy of Laura Brunow on Flickr

It kind of started when digital planner and strategist Paul Isakson donned the guise of early 1960’s adman Don Draper on Twitter in the summer of 2008,  unbeknownst to Mad Men programme makers AMC. As of writing Don/Isakson now has 8,880 followers. All the other Mad Men characters are on Twitter too (my current fave is Roger Sterling). From what I know, they too are mostly unofficial.

Isakson came clean as to his ownership of the @don_draper account in November and to their credit it seems AMC didn’t demand that Isakson hand it over. Now the chance to be Don (or at least that particular Don, for there are now multiple Dons on Twitter) is up for grabs – and the deadline is today.

Whoever is picked – by a combination of a forthcoming audience vote on the finalists, laced with Paul Isakson’s editorial judgement – will be Don Draper on Twitter for the remainder of Season 3 which began transmitting 16th August in the US. What’s more, if folks don’t rate the new Don’s performance, he can be fired and replaced by the runner-up at any point during the season.

I’m not even going to go into the aptness of all this given Don’s very particular backstory, because if you haven’t yet followed Mad Men that would be a heinous spoiler.

Looking at his blog post today, I’m not sure Isakson got enough entries (I’m guessing some went via the back door of email and the side entrance of tweetbacks). But as an exercise in crowdsourcing an audition, and expanding the kudos Mad Men accrues by layering multiple, more permeable Dons around actor John Hamm’s TV incarnation, it’s a Stars In Their Eyes/X Factor mashup for the transmedia generation.

Of course it’s all somewhat jarring for Mad Men fans not in the USA, but y’all know these transmission lags are a major reason why TV torrents are hugely popular in the UK and why the old school TV distribution model is declining.

Concerns of brandjacking and Twitter-squatting aside – and increasingly these concepts seem hugely over-simplified if not redundant – unofficial is often good if not better. Characters are being liberated, authorship is be re-shaped and unforeseen talents are taking the reins. Simples  :-)

In fact the Twittersphere is now awash with fictional personae. I’ve already been following “Gene Hunt” from the BBC’s Ashes To Ashes for a few months. Daft but bolly good value.

Peep Show is going down the same road, with Mark getting the most interest. All of which feels oddly natural given that a year ago it would have been freakish; and a choice counterpoint to the dreaded real-world insistence that we must “be who we say we are online”, an exhortation that incites me to commit unspeakable acts.

In short, it’s exciting territory and ripe for more quality excursions. To take a very random and subjective sample of arresting characters, imagine if you could have been, or be able to converse with:

John Rebus in Ian Rankin’s Inspector Rebus novels

Teddy Hoffman or Richard Cross from Murder One

Renton, Begbie or Spud or from Trainspotting – chapters of which were first published in the groundbreaking Edinburgh-headquartered Rebel Inc magazine.

Henry (“helicopters!”), Karen (“Henrrrry!”), or Tommy (“guns”) from Goodfellas

Pembleton or Munch from Homicide: Life On The Street

Bridget Gregory in The Last Seduction

Caleb Temple in American Gothic

Patrick Bateman in American Psycho

(Rita Hayworth as) Gilda in Gilda

Nick Carraway or Jordan Baker in The Great Gatsby.

All so moreish…

Elsewhere this month author Philippa Gregory (working with digital agency Blonde) created a Twitter feed for the main character Elizabeth Woodville in her latest novel The White Queen – all the better, you see, to reinterpret the story through a series of tweets in the week prior to the book’s publication.

For one week only? Hmm, not a lot of time to become really hooked or intrigued you’d think. But no, with very little fanfare she garnered 700+ followers, and the feedback in @ messages was equally potent from numerous viewpoints: the author herself, marketer and publisher intelligence gathering, online PR of course, and practitioners of transmedia generally.

After the first week of this project, we were able to read the tweets in more traditional narrative order on this Flash site. Analysed per-tweet, the quality is variable but from a birds-eye view the concept’s overall execution is quite beguiling.

A central challenge for The White Queen project lay in matching the quality of the source material, and in the transition of perspective and literary skill from print page to ambient digital flow. A big ask, but sometimes (if not this time) the Twitter offshoot is even better than the original fabrication.

In that vein (to lower the tone for a minute and head over to present-day adland), while I don’t set much store by comparison websites, I’ve lately followed CompareTheMeerkat.  As always with creative marketing, the risk is that we’re merely delighted, and this doesn’t translate to sales. But that’s nothing new, and as part the perennial tug of love between advertising, marketing and branding, largely immaterial to this discussion. What’s compelling is the character and @Alexsandr_orlov is a highly diverting creation.

This particular clutch of character extensions are also textbook transmedia shortcuts. Is it just me, or do you ever get tired just thinking about all those Facebook pages connected to the YouTube channel connected to the SEO strategy connected to the website connected to the email sign-up form connected to the mobile campaign, etc, etc, ad infinitum..? All these rinky dink agencies trying oh-so relentlessly to herd our weary eyeballs round some archetypal loop of media integration. Like it was all orchestrated for some slick presentation designed to wow lazy executives at whatever new media conference, ugh.

Oh no, wait, what we should *really* be doing is aggregating them all in FriendFeed or one of its ilk for a full-fat, 360, planned to the nth degree social media experience. Oh, Facebook just bought Friendfeed, umm, well then just wait for 12-18 months, add semantic web – and bada bing! What, the semantic web thingy will take at least 5 more years you say? No, just stop it. It really doesn’t work like that.

Instead, how about we park the whole 360 shizzle, look at the shortcuts that are working some magic and think about the implications? Being @Don_Draper and its Kaufmanesque cohorts are entry points to the future of storytelling. If fictional prototypes like these are the prelude to a new era of character development and narrative interplay, I can’t wait to see what unfolds over the next decade.

Round up of my Chinwag events

Sheesh, is it really six months since I left Chinwag? Crazy times. Half of my hybrid role there (the other being planning, wireframing and launching/editing the new website) involved hatching ideas for and bringing to life their wish for an events programme…

Chinwag Live banner

What shall we call it, Sam mused, when I joined in October 2006. I processed this while getting other stuff done. A few hours later I blurted out “It’s a bit cheeky, but how about Chinwag Live?”. So, he asked with his customary chortle, what’s it all about then D? “Casting light on trends in the digital media and marketing industry” I reasoned, deadpan. Actually, it was Sam who insisted we add the words “and marketing“.

Chinwag Live: Media Widgetised - part of Widget Week 2007

Me introducing Chinwag Live: Media Widgetised - part of Widget Week 2007

So I got onto it. Oh yeah, and the marketing and the PR and the whole social media fandango. Bloggishness? Obligatory. Old skool press release? Easy. Facebook Goup? In an instant. Upcoming? Check. Oh, now we need a Facebook Page too huh? Sorted. Flickr photos of every event? At once. Multiple Twitter accounts? We have the technology. Endless networking across the digital fleshpots of London (and Texas)? But of course…

All the good people at Chinwag Live: Media Widgetised 16th May 2007

All the good people at Chinwag Live: Media Widgetised 16th May 2007

It would all be nothing of course without the thousands of incredible people who were there over the 24+  events… Whatever happens with the recession and the government’s Digital Britain initiative, I know that the UK is a very special place for digital debate and enterprise…

Chinwag Big Summer 07 sponsored by Channel4, Adobe, Neutralize, Agency.com and The Big Chill

Chinwag Big Summer 07 sponsored by Channel4, Adobe, Neutralize, Agency.com and The Big Chill

Here’s a run-down of the Chinwag Live events that resulted during my tenure, plus the offshoots: Chinwag Clinic; Widget Week 2007; and not forgetting Big Summer ’07 – officially the biggest ever party for digital practitioners in the UK with some 2,000 folk attending.

Chinwag's Big Summer party 5th July 2007 dancefloor moves to The Big Chill's DJs

Chinwag's Big Summer party 5th July 2007 dancefloor moves to The Big Chill's DJs

MY CHINWAG EVENTS CALENDAR:

Chinwag Live: Wobble 2.0 – 6th Feb 2007

Chinwag Live: Mobile Metamorphosis – 26th Feb 2007

Chinwag Live: PPC Earthquake – 27th Mar 2007

Chinwag Live: PR Unspun – 24th Apr 2007

Chinwag Live: PPC Earthquake @ Internet World – 2nd May 2007

Chinwag Live: Media Widgetised – 16th May 2007

Widget Week 2007 - 14th-22nd May 2007
(in collaboration with Mobile Monday & NMK)

Chinwag Live: Dark Side Of Social Media – 19th Jun 2007

Big Summer ’07 – 5th Jul 2007
(a superhuman team effort!)

Chinwag Live: Web TV Takeover – 18th Sep 2007

Chinwag Live: Media Widgetised @ Ad Tech London – 27th Sep 2007

Chinwag Live: Xmas Futures, Crystal Balls? – 5th Dec 2007

Chinwag Live: Skills Emergency – 29th Jan 2008

Chinwag Live: Measuring Social Media – 18th Feb 2008

Chinwag Live: Tomorrow’s Ad Formats – 18th Mar 2008

Chinwag Live: User Centered Advertising (with Manchester Digital) – 15th Apr 2008

Chinwag Live: Real World Usability – 22 Apr 2008

Chinwag Live: Measuring Social Media @ Internet World – 30th Apr 2008

Chinwag Live: Micro Media Maze – 20th May 2008

Chinwag Live: Search vs Recommendation – 2nd Sep 2008
(in co-ordination with Elizabeth Varley)

Chinwag Live: Micro Media Maze @ Ad Tech London – 24th Sep 2008

Chinwag Clinic: Search Marketing Surgery – 30th Sep 2008
(in co-ordination with Elizabeth Varley)
[Testimonials For Search Marketing Surgery]

Chinwag Live: Search and LBS – 7th October 2008
(in co-ordination with Elizabeth Varley)

Chinwag Live: Social Media ROI @ Ecommerce Expo – 28th Oct 2008
(in co-ordination with Julia Eilon)

Chinwag Live: MoSo Rising – 11th Nov 2008
(in co-ordination with Julia Eilon)

Chinwag Live: Xmas Futures, Crystal Balls? – 2nd Dec 2008
(in c0-ordination with Julia Eilon)

That is all.

Want more? Are you for real? Okeydoke, here’s a round-up of My NMK Events.

Some hero magic on Ada Lovelace Day

It’s all about the “now” and the “next” in media and technology; but in the headlong, often mind-numbing rush for mindshare, followers, whuffie or whatever is this week’s shiny nu nu thing, what has gone before is equally important.

That’s why, to mark Ada Lovelace Day I wanted to write about someone who inspired and mentored me directly.

I’d already edited a web site for the Edinburgh Festival and covered technology and multimedia culture for the likes of The Scotsman newspaper and .net magazine before I touched down in Londoninium in July 1998.

I was starting as Web Editor for the international website of Ernst & Young but – I was informed on Day One – there was a month of handover between me and the freelancer who’d previously been editing the site part-time.

On the morning the freelancer was due to come in my nerves were ratcheted up another notch from their already high levels. There was me *way* out of my comfort zone working in corporatesville when in walks this stunning woman: pixieish hair, jeans and a biker jacket. And when she removed said jacket, ooh, the tattoo on her arm was just gorgeous. She smiled and extended a hand: “Hey! I’m Lizzie”. And that was Liz Bailey. I’ll never forget it.

It was less of a handover, more of a crash course in ramping-up my html skills, and getting the ultimate outsiders insider’s guide to my employer, interspersed with some scrumptious Chinatown and Soho lunches and lots of hilarity. The full-spectrum introduction :-) But more than that it was finding – in this most alien of environments – a kindred spirit, because Lizzie was my entry point into London’s embryonic web scene.

A freelancer who also wrote and did web editing, design and production for Wired UK, The Guardian, BBC Online, the FT, Demos, Wallpaper*, McKinsey, The Telegraph and more, Lizzie knew everyone who was doing anything interesting web-wise in London.

Missing my own familiarity with Scotland’s web scene, I was happy to take a cue from my new mentor. If it wasn’t for Lizzie, well I would’ve been fine, but she allowed me to bridge both worlds: the corporate but innovative focus of my everyday work, and the creativity, excitement and bone fide madness of the first dotcom boom.

I’d seen a black and white A4 newsletter once in Glasgow (when someone in London posted it to me) called New Media Age – it carried four pages of news on the nascent sector and no ads! But it was Lizzie who tipped me off re a packed mid-week party in Great Titchfield St dubbed ‘Boob Night’ where I met the editor of the then fully-fledged magazine, a young fella by the name of Mike Butcher who I managed to out-argue . He says he doesn’t remember it, but back then nights of mayhem where the champers flowed gratis were ten a penny for the current TechCrunchUK editor  ;-)

At Lizzie’s 30th Birthday party I also met Phil Gyford (then at BBC Online I think), and a guy she was working with on ‘New Media Creative’ magazine called Paul Murphy. Later she introduced me to hotshot new media reporter Polly Sprenger who was fresh over from Wired News in San Francisco (Mike Butcher once described Polly to me as “the Red Rum of technology reporters” after they worked together on the shortlived Industry Standard Europe magazine).

It reaffirmed I wasn’t just working in a “job”, for a “company”, but part of of something game-changing and amazing.

But this melange of web culture, innovation and merriment paled next to Lizzie’s own formidable focus and grit. A web grrrl to the core, Lizzie would magic up websites to die for whilst relentlessly promoting the causes of usability, innovation and the visibility of women in the web design and technology sector.

That movement for change – and celebration of talent – has latter day embodiments in UK-founded networks (some of which have gone global) like She Says, Girl Geek Dinners, Women In Mobile Data, and the briefly existent Digital Womens’ Club – all great initiatives I’ve actively supported.

Three years flew by, and when I was two jobs on from Ernst & Yong working as editor in chief of a VC-funded music website, the entire sector imploded. After a barren several months I decamped to the TV industry back in Belfast in 2002. But Lizzie hung in there. Multi-talented and entrepreneurial to a tee, she was surely the woman who knew most about new media in London. She was praxis.

And just when I came back to London in 2004, as the first timid signs of hope were visible in the sector (I’d been waiting, watching and biding my time you see), Lizzie switched careers and started studying to be a barrister.

Now she’s qualified and doing well, but her influence in web culture and technology still resonates for me. I’ve often been at conferences like SXSW Interactive, FOWA, Changing Media – and the NMK and Chinwag Live events I’ve organised myself – and thought “damn, Lizzie should be speaking at this!”. But looked at in a broader way, she has been…

I don’t know if I’d have dared come back to digital if I hadn’t known Lizzie. There were too many talented people flushed out of the sector back then. As it turns out while digital certainly has been affected by the current recession, compared to the rest of media – and jobs more generally – it’s still *relatively* resilient. In short, it’s nowhere near a dotcom bust Groundhog Day scenario.

Tons and tons of people inspire me of course, but in reality it’s hard to say what it all will mean and which parts will be valuable 10 years hence.

So raise a toast to the inaugural Ada Lovelace Day and sample some vintage Liz Bailey (NB. it’s an internet hazard that most of Lizzie’s work from then – like most of mine – has not been archived):

Boo gets booed – The Guardian 11th November 1999

Britgrrls No Bark and No Byte? – 1999, trAce

Demos publications by Liz Bailey

Who was Ada Lovelace?
Born on 10th December 1815, the only child of Lord Byron and his wife Annabella, Augusta Ada Byron (now known simply as Ada Lovelace) wrote the world’s first computer programmes for the Analytical Engine, a general-purpose machine that Charles Babbage had invented  »read more

Credits
Thanks to Suw Charman for co-ordinating Ada Lovelace Day on Tuesday 24th March 2009. The first of it’s kind, it’s “an international day of blogging to draw attention to women excelling in technology. Women’s contributions often go unacknowledged, their innovations seldom mentioned, their faces rarely recognised. We want you to tell the world about these unsung heroines. Entrepreneurs, innovators, sysadmins, programmers, designers, games developers, hardware experts, tech journalists, tech consultants. The list of tech-related careers is endless.” »Ada Lovelace website

Join In!
You (male or female) can still register your pledge to write a blog post celebrating your technology heroine on this day – Tuesday 24th March – at the official »2009 PledgeBank page

Mobile search and location reshaping the digital space

Locative media first came onto my radar in 2005 when notice of a collective called Proboscis and their Urban Tapestries initiative hit my inbox at NMK. Excuse me, geotagging the city you say? My curiousity was duly piqued…

Looking into it, I discovered an intriguing creative underground of technologists and artists doing some rather facsinating things with urban geo-mapping, robotics, storytelling and locative media. They even released a limited edition downloadable book about their work.

This was definitely a fringe phenomenon but the Social Tapestries project followed, and along with PLAN (Pervasive and Locative Arts Network), a 2-day globally-framed conference on wireless locative media at the ICA I was lucky enough to attend, it was clear this was coming out of obscurity. Augmented reality was coming to a place near you and me…

Courtesy of Chinwag Live: Search & LBS. L-R: Plazes, Taptu, The Cloud, Rummble, MSearchGroove, Jo Rabin

Courtesy of Chinwag Live: Search & LBS. L-R: Plazes, Taptu, The Cloud, Rummble, MSearchGroove, Jo Rabin

Jump forward three years, and while things haven’t exactly moved at light-speed, the calibre of people and companies we invited to speak at Chinwag Live: Search & Location Based Services on 8th October bespoke a phenomenon that is now unstoppable. Moreover, we’re now witnessing the birth of its business development phase…

PANEL:
Felix Petersen – Co-founder, Plazes / Head of Product Management, Social Activities, Nokia
Chris Moisan – Product & Market Development Manager, Taptu / blog
Andrew Scott – Co-founder, Rummble
Peggy-Anne Salz – Chief Analyst & Producer, MSearchGroove
Adrian Drury – Head of Commercial Strategy & Business Development, The Cloud
CHAIR: Jo Rabin – Consultant & Co-Founder of MoMo London

When an articulate line-up of some of the global leaders in mobile search and LBS are giving their best right in front of you, it can be hard to keep up. So I decided to change tack in my note-taking habits for our events series. I focused on listening to the panel discussion, and then took sporadic notes of points that struck me in the later discussion with the audience.

And boy, it was a conference-load of information packed into 100 minutes. But I needn’t have worried, because not only do we have the fantabulous podcast (coming next week), there have also been some superb write-ups from delegates including Mjelly, Cogapp and Mido.

Privacy’s endless permutations

Privacy and security are big issues stalking this space. If your location is being tracked – sure, that’s a technical achievement. But why would you want your friends to know you’re in a work meeting, or your employers to know your nocturnal movements, or your ex-partner to know you’re in a nearby restaurant with your new flame..? The permutations are endless.

Plazes CEO and product honcho of Social Activities at Nokia Felix Petersen stated that the privacy issue is threefold – firstly: tracking (passive / implicit) versus publishing (active / explicit). But there’s the mental transaction cost of changing your presence status all the time. The second aspect of privacy is time; for example, is it okay if people see me after 8pm? Also, the kind of place. There are complexities to sharing and personal relations in real life that need to be addressed, and as far as I’m concerned slicing them by “my friends only / family / everyone” barely scratches the surface.

The challenge is how to bake in these options without making it too complicated, Petersen reflected. That’s the third aspect – people want privacy options but they won’t use them much. In reality, Plazes have found 90% of the people don’t use it, but that doesn’t mean that it doesn’t need to be there, he stressed.

Andrew Scott of Rummble told a similar tale. They have these privacy settings and only about 5% of their users use them; on the other hand, 25% of photos (on Rummble or Flickr) are geotagged.

Who owneth the data, maketh the sale..?

Adrian Drury of The Cloud remarked that there’s an interesting question about who owns the data when lots of different players are coming into the value chain, for example Skyhook, and ad-serving platforms. How do we protect the user from their data being abused? The people that own the brand relationship aren’t usually the same people that own the geodata.

As talk turned to the topic of monetising LBS and mobile search, Andrew Scott said media buyers needed to be more flexible about the stock they buy, in order to make relevant advertising work. Adrian Drury brought it back to the inventory question and where the money is; he stressed it’s about scale, scale and scale.

At the point where the LBS industry can deliver enough volume of users, volume of available devices and consistent platforms, then we can actually go out to groups of people or industries that are marketing and advertising and have an interest in doing that on a location based basis, and who can actually build campaigns around stuff that is location-based; then suddenly you bring another element to this industry. Today there are X-thousand iPhones in the UK, in 24 months there will be a multiple of that. That’s another consistent platform, and offers advertisers the availability to push campaigns out to that platform.

Interactive billboards – poised to pounce?

Interestingly, Adrian cited the billboard industry as ones to watch – the JC Decaux and Viacom’s of this world. They are one enormous advertising inventory industry that is yet to converge with the digital world in any significant way. But obviously location-based services bring them immediately into the digital world, Adrian observed, and they will be – and are – thinking about that quite heavily.

If it’s pull it might work, Felix countered, but he reckoned its niche. What doesn’t scale is the example of a billboard pushing something to you. It’s either too small an audience (one person on holiday walking across a bridge in Istanbul) or it’s just super-spam.

Billboard advertising (via Bluetooth I assume) won’t work if it’s done in a spam like way, Felix continued. The alternative? Either you start profiling (very time consuming, not very attractive) or you have socially relevant check-in points, for example being checked into a relevant wifi network (in Starbucks, or a hotel or an airport) – that’s the closest model to what we have on the web right now. Banners don’t work, he elaborated, but ads that react to your interaction with a location are going to be received differently (like Adwords react to the content of the page you are on and the history of your searches), and that’s what we need to crack.

Recommendation and discovery – playing the long game?

In this vein, Peggy was far more excited by content recommendation and discovery. She mentioned ChangingWorlds – a server side solution that does the profile building and what Xtract has done with Blyk. Granted, it involves heavy-lifting and mega-crunching of data, but it’s a much more exciting opportunity and potentially *far* more lucrative.

Claudia Poepperl from Mobile People (mobile local search) noted that the Yellow Pages industry is $30billion industry, that’s where the money is. How much are the panel partnering with Yell or Yellow Pages in order to tap into that massive revenue stream? Andrew Scott said it’s too complicated for local advertisers – it’s the heavy lifting that stopping them getting it right, and Rummble simply won’t carry these ads until they are personalised and relevant.

Intermediary quandaries and scale

Chris Moisan of Taptu said, as a mobile search engine, if you know someone’s location and there’s an intention then having Yellow Pages content where there’s a relevancy is a no-brainer. But the issue for them as a start-up is that to index that much local content isn’t possible yet.

Felix observed that the key intermediary is who whoever bills and owns the namespace for the small retailer. As yet, there’s no unified scheme comparable to phone numbers that allow the small to medium sized local retailer to claim this space that someone else has built.

Qype and Yelp are trying, but they’re rather small, he explained. Whoever will own it can unify it. Yellow Pages are in a good position to do that but they don’t. At the moment it’s the preserve of Google and Nokia.

Scope for location based advertising?

Joel Brazil from Tipped asked how many local search services would you expect an average local retailer would buy advertising from annually; and how would they actually engage in the sales transactions? How many different sales reps could they entertain and buy advertising from?

Adrian replied probably not a lot. At the minute you have a brand relationship or a portal relationship – Yell, Google etc, and they will give most advantage. Felix simply said it’s whoever owns the namespace, whoever drives the traffic. Peggy Anne Salz of MSearchGroove explained that she was doing research for NearbyNow, looking at special offers and exclusives for location based advertising. One major benefit might be in stock replenishment.

Andrew Scott reiterated that companies need scale to make these marketing campaigns work; and the most relevant and least intrusive ads work best. In the future there will be mobile, geocoded ads, remarked Felix later in the debate.

Platform wars: telcos v operators v digital media decks

Adrian situated the fragmentation and user experience issues more broadly. The mobile network operators are old fashioned telcos, and do things very slowly. They have this GPS platform; they’re all able to do this and none of them have productised it particularly well at all.

They did a very bad job in their media deck and they had years and years lead-time to get it right! Then along comes Apple, puts a good media deck on their network and gets it right, with Nokia following close behind them. That will change things and there will be a real fight, Adrian predicted. Who owns the location data – is the operator or someone else? Whoever controls the location data will be the one who wins the war and takes the margin on this, he predicted.

Technically it’s been possible for over ten years for the operators to know where you are, by triangulation and other means, Felix concurred. But the operators just saw it as a way of retaining customers, which totally misjudged the nature of this kind of service which grows in value when you can use it with all your friends, not just your friends on the Vodafone network. That was their fatal mistake.

Power moves to the edge…

But new technologies have changed this, Felix said. Now the power really is moving to the edge: with GPS phones, with third-party providers like Skyhook who provide the wifi databases, and you now have the crunching power in the phone itself. The context is really here in the phone, not in the network – calendaring, who is close by, how many of your friends are in the room.

Like with Nokia Maps, he explained, you don’t need to build something into the *highways* to see if there’s a traffic jam, because if you have enough people using Nokia Maps you can see how fast they move and if they’re all slowing down, then there’s a traffic jam..

Andrew remarked that on a recent trip to the States, he discovered that AT&T were considering scrambling their user cell ID info so that Google couldn’t use it. But Rummble use Skyhook, Google Gears and Google Maps, so they’re not dependent on the operators. Adrian added that wifi networks are also distintermediating the operators. Yet more mounting evidence of the coming battle in this space…

Business in the here and now

Dan from Sponge wasn’t convinced the pot of gold is Yellow Pages. But, he asked, how can the fragmented world of location based services present something simple and attractive to the Slug & Lettuces and Heinekens of this world? Adrian replied there’s a massive difference between whether you’re doing search or display advertising.

With talk turning again to marketing budgets, Adrian encapsulated the barriers currently facing marketers in the location-based space – you need to give media campaign planners enough scale so that they can organise their budgets. In turn, he asked, what premium is there on location?

Such scale in location based services has not currently been achieved, the panel agreed, and clearly no one had all the answers. But I’ll wager some of the companies involved in this absorbing discussion will play a part in changing that.

Merging physical and digital space

While the business development side of LBS is getting interesting, it’s all a million miles from the work of Proboscis and their ilk. But Felix Petersen said that truly locative media will facilitate some amazing things; people will not change, but outcomes will. And this very week (until this Sunday Friday 24th October!) another quite remarkable London-based urban mapping and discovery project is underway.

This time locative authoring and the “public based commons” is getting an accessible game-play twist, with the individual (but collective) mapping out of the answer to a question that players must solve by getting involved in discovering hidden objects and mapping them by GPS.

Utilising Twitter, mobile blogging and GPS, it’s the work of Moblog co-founder Alfie Dennen (in association with Demos, HomeMadeDigital and TED), whose objective is to unlock the urban “noticer” in all of us within a fun, engaging scenario, whilst also raising awareness of the XDRTB campaign started by photographer James Nachtwey which is highlighting the ravages of drug-resistant tuberculosis. As it happens, Alfie is also speaking at our next evening panel ‘MoSo Rising’ on November 11th.

The occurrence of these two separate events in the same fortnight in London was not consciously pre-planned, I promise. But it’s certainly something to be noted, or should I say “noticed”. One thing’s for sure – Felix Petersen was dead right to say the merging of real-life and digital location is starting to move in from the edges. The clue is in the patterns emerging. Better watch out…

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[NB: Really, this is just a fraction of what was covered in this event. I especially recommend Mjelly's post for coverage of the event's first half. I'll update this post next week with a link to the podcast when it's released]

[NB 2: cross-posted on my Chinwag blog]

Micromedia futures or the emperor’s new clothes?

Disposable, atomised media is all the rage and I’m as guilty as the next person of wallowing in it.

Web 2.0 and all its trimmings is no exception to this trend, in fact it glories in all things transient.* But what does it add up to? This question is an itch worth scratching, so sometimes we revisit particular events after their initial outing.

Chinwag Live: Micro Media Maze at ad:tech 2008 L-R Miles Lewis of Last.fm, Umair Haque, Steve Bowbrick

Chinwag Live: Micro Media Maze at ad:tech 2008 L-R Miles Lewis of Last.fm, Umair Haque, Steve Bowbrick

Which is why, after it’s May 2008 debut (which garnered some good coverage), Chinwag Live took the Micro Media Maze panel on tour to the annual ad:tech London expo in Olympia on September 24th 2008, for an afternoon session on the issues of widgetised, disaggregated media – exploring the trends they embody and are driving forward.

PANEL:
Umair Haque – Director, Havas Media Lab /Bubblegeneration / Harvard Business Online
Miles Lewis – SVP European Advertising Sales, Last.fm
Nick Halstead – CEO & Founder, fav.or.it
Chair: Steve Bowbrick – digital media consultant & entrepreneur

Steve Bowbrick opened by remarking that we’re coming to the end of the IP4 phase of the internet and moving into IP6 (what happened to IP 5 nobody knows). In IP 6, there is 2 times the power of 52 addresses to every star in the universe.

This fits with the trend that we see emerging today in the digital world of everything being connected to everything else.

Every device – whether it’s a PC, or a phone – can have its own address in the IP space, Steve said. Steve I’ll raise you a bunny and the arrival of that old stalwart the interactive fridge :-) . Conjuring up a picture of billions of interconnected end points, this reminded me somewhat of Bruce Sterling’s concept of spime but I digress…

The micro media era – content unbound

Micromedia” – a term coined independently by both panellist Umair Haque and new media theorist Lev Manovich in 2005 – held out the promise of content being able to move between these fixed places (or IP points), to be unbundled and rendered remixable; the resulting formations of which could unlock new sources of value. Steve Bowbrick didn’t mention this explicitly, but it’s worth revisiting Haque’s original 2005 Media Economics Powerpoint presentation. The implications certainly informed the discussion.

Nick Halstead of fav.or.it observed that widgets are catering to the ability to customize, another trend we’ve seen explode over the last few years as media becomes more personalised. In turn, the widgets provided by MyBlogLog, Digg, etc, are using the medium in a very viral way, he noted.

fav.or.it’s widgets expose what widgets are popular on fav.or.it. There’s also an attention tracking element to their widgets, Halstead explained, as they’re tracking the number of seconds each user who has installed the widget spends on it and on the sites / URLs visited via the widget.

Widgets and the media balance sheet…

Last.fm now has 21 million users and an additional 19 million more people coming in through widgets. But they have a problem, as their SVP of advertising Miles Lewis explained. They can’t monetise people who only visit and experience Last.fm on widgets, and hence can’t pay for the music rights (publishing, recording and streaming rights).

Currently, there are 350m active Last.fm widgets [I need to check the podcast coming this week to verify this figure], and they also have free streaming on the iPod. Their recent re-design has helped them in terms of streaming rights and deals with the labels, Lewis explained.

But, Steve Bowbrick asked, isn’t that reversing the entire widgetisation trend? To which Lewis replied:

“It’s less about reversing a trend than it’s about building a bigger widget that has an ad on it.”

‘Last.fm In A Box’ is a new solution they’re working on, Lewis revealed [see Mashable and CNET's coverage of the announcement in June 2008]. If you click on the link, it opens a player and a commercial message starts that you can then minimise if you wish to proceed immediately. It’s on Rockstar.com on the Guitar Hero game.

Nick Halstead of Tweetmeme & Mile Lewis of Last.fm

Nick Halstead of Tweetmeme & Miles Lewis of Last.fm

Trojan horse for toxic media?

Umair Haque took the premise of widgets – and media more broadly – to task.

“We need to step back and realise that if we use widgets to bring the same old paradigm, that trend will eat itself, as it has done on Wall Street. The stuff we trade in, in media, is in danger of becoming toxic waste.

Now I’ve heard of toxic boyfriends and toxic hangovers before ;-) , and this week’s been all about toxic debts in financial markets, but toxic media was a new one for me. Haque posited an alternative:

“Ads have to become benefits for consumers – communication as benefit, not cost. Media and communications need to help people improve their abilities.”

“But most media – all the stuff we’re surrounded by here at ad:tech – is about making stuff 1% more efficient than it currently is. Most widgets are just distribution mechanisms for the same old junk, and these widgets are about amplifying the devaluation of that junk.”

Off-the-peg widgets for social networks

From the audience Miko Coffey asked the panel’s view on Widgetbox, which allows creation of widgets on the fly that run on Bebo, Myspace and the like.

Miles Lewis replied that Last.fm are open source. Nick Halstead explained that fav.or.it supports Creative Commons licensing, but the problem is that many of these sites promise to deliver widgets that work everywhere but they’re still not mass market enough.

Another audience member from a charity told how they had created an alcohol tracking widget, where users could enter their intake of alcohol and track how that changed and added up over time. How could they get older people to use this widget, when use of this media is dominated by a young audience?

Game-changing moves and creating new markets

Umair Haque turned the question around.

“Nintendo would never have created the Wii if they’d asked who the average game player was. Ten years ago, we never would have thought that old people would be playing games.”

Implicit in Haque’s statement was the understanding that Nintendo have eschewed recycling the same old ideas and assumptions in a new wrapper. Instead, they have done something different and created a whole new market in the process.

He cited companies like Kiva, who have pioneered micro-lending to entrepreneurs in developing countries, as salutary in that regard (the Grameen micro-financing initiative is in a similar vein and was recently mentioned by Vint Cerf in a piece for The Guardian). They show how enabling micro-transactions in a counter-intuitive fashion (from the financial norm in this instance) have been incredibly powerful and transformative.

Business models and the limits of social media

Another audience member who only wished to be identified as coming from “a social networking property”, asked about Last.fm’s business model. Lewis explained it was fourfold: advertising, affiliates, subscriptions, and on the biz dev side, a client like a retailer could use Last.fm In A Box to stream music and place an ad it, so people could listen to that while on the retailers website.

I took this to mean a white labelled widget or plug-in powered by Last.fm that adds ambience to a site, and the user experience, and monetises itself simultaneously.

While the crowd-pulling seminars at ad:tech London seemed to revolve around monetising social media, it seemed that our panel was more frank about the progress made to date. Last.fm, as the poster child of the UK’s Web 2.0 scene (they spoke alongside Skype at the first Beers & Innovation event I organised in February 2006), is still to turn a profit despite its huge audience. Since its acquisition by CBS/ Viacom, it has leeway to continue to grow whilst it pursues this objective.

The next wave of micro media

In turn, the economic shocks reverberating around the world should give us pause for thought. Perhaps the recession we’re poised to enter will precipitate new ways of creating value, and innovative services and strategies that foster that. Recall that game-changing services Craigslist and Flickr were born out of the utility and creativity fostered in the downtime of the last doctcom bust. Keeping an eye on mobile services is probably a good idea.

Steve Bowbrick, reflecting on the session, gives his view:

“The business of marketers should be to invest in durable, authentic content and experiences for their customers, not coming up with increasingly effective ways of taking them to the cleaners. At a conference and trade show devoted to online advertising I think this was a good message to leave behind.”

Whatever happens, we should assume that while micro media may be here to say, its deployment by companies and organisations is not intrinsically clever.

Instead, what will make micro media strategies fly is a combination of experimental chutzpah and purpose to solve real problems. Or else, like Haque says, it could just be about making stuff 1% more efficient, which doesn’t amount to a hill of beans.

[* Of course Web 2.0 has many upsides too, collaborative software being my particular favourite, and services such as Zopa]

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PREVIOUS EVENTS ON WIDGETS & MICRO MEDIA:

Beers & Innovation: Aggregator & Upsetters – October 2006 (event report)

Chinwag Live: Media Widgetised – May 2007 (event report)

Mobile Monday London: Mobile Widgets – May 2007

Chinwag Live on Tour: Media Widgetised at ad:tech London – September 2007

Chinwag Live: Micro Media Maze – May 2008 (event report)

Alchemy in the micro media maze

Micromedia makes my life better. For one thing – I don’t have to take comprehensive notes at Chinwag events, because there’s always the trusty podcast :-) Thus I spent more of this event using my more evolved faculties of listening and thinking. Amen to that!

L-R: Umair Haque, Ewan McIntosh (The Guardian), Steve Bowbrick, Mitch McAlister (Last.fm), Miles Lewis (Last.fm), Gerd Leonhard

L-R: Umair Haque, Steve Bowbrick, Neil McIntosh (The Guardian), Mitch McAlister (MySpace), Deirdre Molloy (Chinwag), Miles Lewis (Last.fm), Gerd Leonhard

Another good thing about micromedia is that it can re-combine or aggregate into different – often richer – things than its constituent ingredients. The whole is indeed greater… usually. And that’s exactly what happened at Chinwag Live Micro Media Maze last Tuesday 20th May.

PANEL

Umair Haque – Director, Havas Media Lab / Bubblegeneration
Gerd Leonhard – Media Futurist, Author, Entrepreneur
Mitch McAlister – Product Director (Europe), MySpace
Miles Lewis – SVP, European Advertising Sales, LastFM
Neil McIntosh – Head of Editorial Development, Guardian Unlimited
Chair: Steve Bowbrick

From the premise of widgets, and disaggregated, widgetised media more generally – it quickly took off into a much broader debate about the value of media, the challenges for advertising, and the potential of openness for brands, innovators and society more generally.

That’s an exciting leap – and it’s alchemy in my book. Like a previous event we held in Manchester in April – User Centred Advertising – raising bigger questions and breaking out of the ‘media as entertainment’ mindset triggered a much more stimulating conversation with the audience and pointed to an almost boundless horizon of opportunities.

Syndicated companies vs dinosaur brands

And if you’re looking to the future, then Media Futurist (and author of books The Future Of Music and Music 2.0) Gerd Leonhard is your man. Gerd has a way with metaphors and was on good form that evening. He predicted that in the future, there will be one bookmark that represents me, which I can reveal and share different parts of with my friends, colleagues and network.

In the future, most companies are going to be 90% syndicated, he said, as few can afford the huge investment it takes to create a major centralised [aka monolithic?] brand.

Coming from a massively widgetised service, Miles Lewis had some fascinating facts and insights – Last.FM‘s homepage only has 3% of its total hits. They’ve built their success by being all about music and nothing else, he observed. As such, I guess they are one of the leading niche networks – certainly the leading one founded in the UK! [aptly – they spoke at the first NMK Beers & Innovation event I organised in February 2006 on Start Up Culture]

Steve Bowbrick, Umair Haque and Ewan McIntosh at Chinwag Live: Micro Media Maze May 2008

Steve Bowbrick, Umair Haque and Neil McIntosh at Chinwag Live: Micro Media Maze May 2008

The writing on the crumbling walls is that they’re doomed

Lewis estimated that by the end of this year 55% of their users will be partaking of Last FM via widgets (currently that already stands at 40%), of which the largest has 50,000 users, and the smallest just 3. Regarding those thousands of smaller widgets, he wondered – somewhat archly – how the big media buyers and agencies [with their dinosaur mindsets ;-) ]can reach down into these micro audiences.

Mitch McAlister threw his and Myspace’s support behind the tenets of and movement towards openness – what Gerd is doing, and Lawrence Lessig, and a whole lot of other people, plus open source technologies and development. Collaboration, data portability and more are all key.

What’s more, Mitch expected to soon see the majority of traffic to Myspace on non-PC devices. The main stumbling-block has been the mobile network operators but that’s starting to change. Social nets shouldn’t be walled gardens, he stressed.

Brands in the wild and the benefits of remixable culture

Neil McIntosh of Guardian Unlimited said micromedia is good news for journalists, quipping that “nobody wants to be a channel”. The difficulties he saw were twofold. Firstly, it’s harder to serve ads against feeds. The second challenge was context – if you have a brand built around trust, what happens when your content is presented in an upsetting or inappropriate context off your site.

Umair Haque of Havas Media Lab explained that he wrote a long piece entitled The Age of Plasticity in 2005 (accessible as a Powerpoint download from his Bubblegeneration blog), wherein he first articulated and explained at length the idea that we get productivity and efficiency gains when we are allowed to remix things. Haque didn’t mention that he was also one of the two people who independently coined the term micromedia – also in 2005 – the other being leading new media theorist Lev Manovich]

Coops on the mike and Ian Delaney (lurking left) at Micro Media Maze

Coops on the mike and Ian Delaney (lurking left) at Micro Media Maze

Last FM and Myspace have revolutionised and solved the problem of the music industry, Umair said. But what is happening now – apart from micromedia being seen as yet another way to shove shitty advertising down our throats?

Going beyond the trivial mindset…

Umair (who also blogs as a discussion leader at Harvard Business Online) loathes the term ‘monetize’, he said, because you have to *create* value before you can capitalise on it; you have to have a purpose before you can profit from it. It’s not about creating games for Facebook. We in London labour under the delusion that media is entertainment, but media is so much more than that, it’s the interface for so much activity and experience in the world.

He challenged the panel and the audience to come up with something that would help solve real problems, not trivial ones, and create value at the same time.

Gerd Leonhard drew this analogy: in old media control = money; in new media trust = money. In companies embracing new media, collaboration with the audience is supplanting the old business model of control. Gerd’s remarks on a trust-based market reminded me a lot of the ideas of social capital getting a published articulation in Tara Hunt’s book The Whuffie Factor due to drop this autumn.

Media and ad agencies looking in the wrong direction?

Paul Fisher of Advent Capital Partners was first in from the audience with a question. If industries are creating less value, does this mean there will be fewer jobs in the old companies? In turn, where should he be looking for growth areas in terms of investments? For its sheer audacity, this got a few laughs from the audience.

Miles Lewis of Last FM had an interesting perspective on this. He argued that it is media agencies and ad agencies that are the dinosaur industries. The billions of spend they control are not going to where people are, it’s all going into TV and search.

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PODCAST ACTION!

Well, that’s what I’ve deciphered from my pleasingly sparse notes… but the debate was long and lively, and continued as people stayed to chat and have a drink afterwards. You can catch it all on the Chinwag Live podcast due later this week. Subscribe here or for iTunes go to the event page.

MORE COVERAGE OF MICRO MEDIA MAZE:

There have been some superb write-ups already from people who attended.

Jonathan Hopkins – Middledigit
Ben Matthews – Pudding Relations
Jemima Kiss – PDA Blog, Media Guardian
David Jennings

[NB. cross-posted on my Chinwag blog]