Links of the day | 在网上找到

Facebook and Google, Two Giants in Digital Ads, Seek More – The New York Times – Facebook combining Nielsen TV data, treating its ads like TV. and Google plays catch-up with targeting by email address

“Negropodamus” disses Internet of Things, predicts knowledge pills | Ars Technica – I think Negroponte gets it right on a lot of IoT applications

Two HN Announcements – Y Combinator Posthaven – big move but interesting why they felt now was the right time

Volkswagen Faces Harsher Penalties Than a U.S. Company Might | NYTImes – interesting that the New York Times admits discriminatory prosecution practices against foreign firms

China’s smartphone market continues online shift | TelecomAsia – implied no carrier subsidies and probable show rooming behaviour. For handsets like Xiaomi and OnePlus this is likely to be trying a friend’s device

Valuing Vodafone | Digital Evangelist – Liberty was a joker of a bid anyway, Ian give its a more in-depth response

Sony to skip PlayStation Vita 2, blames mobile gaming for handheld’s decline | ExtremeTech  – When the DS debuted and promptly tanked, I wondered if there was still a market for dedicated handhelds. Nintendo proved there was, provided you hit price points and committed to supporting it over the long term. Sony didn’t — and that fact explains far more of the difference between the two companies than all the smartphones in the world

Could Didi Kuaidi take on Uber Internationally, and Win? | SocialBrandWatch.com – probably not but it is gaining traction

Apple Is Sourcing A9 Chips From Both Samsung and TSMC | Chipworks – interesting because of the work that has to go into two different taping out processes

Google To Let Advertisers Upload And Target Email Lists In AdWords With Customer Match – not terribly surprised by this, Facebook and Twitter have done this for a good while. Sina Weibo have been doing it

The Royal Spanish Botnet Army | Motherboard – interesting article on political social media spam in Spain

The Switch – I love the idea of this Netflix switch and the way they have approached making it available

NHS Approved Health Apps Could be Leaking Your User Data | Lifehacker – which makes it harder to encourage adoption

Guess what: Millennials aren’t all the same when it comes to news consumption » Nieman Journalism Lab – not terribly surprising, though the millennials I have worked with don’t read news in the traditional sense

Smaller, Faster, Cheaper, Over: The Future of Computer Chips – The New York Times – new directions required as Moore’s Law is running out of steam

Is Android a monopoly? | The Verge – I don’t necessarily agree with the author’s argument, although I could see that you could argue consumer benefit. I could also see how the government can see clear parallels between Microsoft’s bundling policies which got them in hot water and Google’s bundling of its own services on Android

Here’s what happens in tech when the money runs dry – Business Insider – “Uber for X” or gaggle of startups that want to recreate everything their mom did for them – probably the best descriptor of many start-ups today

China Company Directors and China Criminal Liability | China Law Blog – interesting piece on the differences in Chinese company director convictions and those in the west. It’s about direct responsibility

What Happens Next Will Amaze You | Idlewords – the title is ironic, great downbeat summary on the state of the web

An NPR Reporter Raced A Machine To Write A News Story. Who Won? : Planet Money : NPR – so if machines can turn out stories where does that leave press release writing and media relations?

Ron Arad’s tablet design concept for LG

Ron Arad is more famous for his architecture and art than product design. I went along to see him speak at an event that is part of London Design Festival last week thanks to the China-Britain Cultural Exchange Association. Arad’s presentation felt largely unplanned as the curator of the talk asked him to jump around from project to project rather than a clear narrative being presented. Arad showed imagery or video that he then talked around.

During the presentation Arad showed off the design concept that he did for LG that pre-dated the iPad. It sounded at the event like he had started his thinking in 1997, but the sources I looked at online stated that this project was done in 2002 and the video copy I found on YouTube states that the copyright is 2003.


The video is quite prescient in a number of ways

  • The device was primarily about content consumption and messaging
  • He nailed the in-home use case, with the exception of realising that the iPad may be a communal shared device rather than belonging to an individual
  • It has a flat design interface (though this might be a limitation of their ability to create it on video and a spin on the circular LG logo)
  • The soft keyboard on screen
  • There is no stylus
    There was auto-rotation of the screen
  • It has no user serviceable parts (this was at the time when cellphones and laptops came with detachable batteries)
  • Inductive charging with a table rather than the small pad used by the like of the Microsoft/Nokia Lumia devices
  • The way the controls where superimposed on footage of the user working with the device is reminiscent of the way TV and films are now treating parts of a plot that involves messaging

There were a few things that it got wrong:

  • Arad clearly didn’t understand the significance of the iPod, so the device had an optical drive rather than side loaded video content
  • The device is really big, more like a laptop screen than a phablet, a la the iPad Mini or Galaxy Tab
  • The form factor was too thick, understandably so when they are trying to squeeze a battery and optical drive in the device, the thickness had a benefit in that the device was self-standing. Apple relied on covers and cases to provide the standing mechanism

More information
The Israeli designer who (almost) invented the iPad | Times of Israel
The Simple Way “Sherlock” Solved Hollywood’s Problem With Text Messaging | Fast Company

Links of the day | 在网上找到

Google faces new US antitrust scrutiny, this time over smartphones – CNET – this could fragment Android distributions quite dramatically…

Researchers reveal millennials will take a 25,000 photos of themselves in their lifetime | Daily Mail Online – lifeblogging or qualitative ‘quantified self’?

Here’s where teens shop as old favorite stores go extinct | Fusion – Malls still are super important to teen culture as physical spaces you can go to hangout without parents

Are Millennials Delusional? Half Say They’ll Cover The Cost Of College For Their Kids – Forbes – quite how they will do this is another matter given the hockey stick pricing model that education seems to be following

TBS is giving eSports its mainstream moment with new weekly program – Digiday – interesting move, US media following normal practice in Korea

A brief history of scratching | FACT magazine – a great piece but skips over many of the greats prior to Q-Bert et al such as Mr Mixx, DJ Supreme and DJ Pogo

From Radio to Porn, British Spies Track Web Users’ Online Identities | The Intercept – basically you have no privacy, presumably this would allow them to zoom in on Tor users at some point?

Traackr – beyond the buzzword event

Thanks to Delphine at Traackr UK for inviting me alone to their event last week. I started to make notes about what was being presented but in the end also started writing reactive notes as thoughts occurred to me.  Here they are below (with the spelling corrected).
IMG_7976The event was given the theme of ‘beyond the buzzword’ which has multiple interpretations – Traackr looks at influencers more like a granular taxonomy than around keywords, but it also signifies a mainstreaming of ‘influencer marketing’.

There was an explanation of why influencer marketing

 

        • Authoritative content
        • The ability to better scale high touch relationships, something that traditional public relations isn’t able to do. The mix of people in the room from marketing agencies and PR agencies gives an idea of how ‘blended’ the concept of influencer marketing is. PR agencies see it as an extension of PR, specialist agencies see it in a different light and mainstream marketing agencies see it as an extension of their content marketing divisions

 

What became apparent to me during listening to the introduction and the presentations was that Traackr and the people on stage hadn’t met the same requirements I’d heard from clients with regards a business case for influencer marketing. Influencer marketing wasn’t quite taken as an article of faith, but considered to be a good thing. There was a focus on measurement benchmarking and a lack of concern over RoI or the lack of econometric data to back up the decision. The lack of econometric data to support PR is starting to become an issue and may affect where PR sits (at least in B2B environments at least for those companies with a strong marketing automation programme in place). IMG_7966
There was some hints that influencer marketing was looked at in a similar to customer services, in particular the advocacy journey above reminded me of customer service models.

Coca Cola
Coca-Cola focus the majority of their influencer relations programmes on what Brian Solis calls the Magic middle, the point at between the head and the long tail in a ‘long tail distribution’, the man from Coca-Cola defined this as  ‘people who don’t have agents and strong bonds with followers’. They are likely to know the majority of their followers personally. They use interaction and prize give-aways as a way of encouraging brand advocacy and continued heavy consumption patterns. In a similar way to on pack tokens and giveaways would have done in pre-internet times.
They also like to do activities that encourage co-creation and in-real-life (IRL) interaction was consider the acme of these campaign interactions. When asked about whether they use sponsored / affiliate marketing of magic middle influencers – Coca-Cola generally don’t touch them. They only pay for a-listers and this seems to be on a market-by-market basis.
Interestingly, they use Traackr to consolidate programme data, keep things up to date, integrate with rest of the toolbox. I wonder what would be economics of this approach rather than using Salesforce’s tools to provide the customer records?
 The objectives for influencer marketing at Coca-Cola where around brand love, brand affinity and purchase intent – which makes sense given the dynamics of the mature market oligarchy that they operate in.
De Grisogono
De Grisogono is a Swiss-based jewellery brand that also make mens watches. They discussed their use of influencer marketing as part of a panel discussion. Historically luxury brands had been slow to react to social platforms due to their perception of exclusivity and what it meant to be exclusive. In many cases social was imposed by customers on the brands. De Grisogono sees social and influencer marketing as an extension of their IRL social events. Since they are a relatively new brand there was  also no heritage as baggage.
There overall intent is to drive footfall into stores, however it was interesting that they don’t look at location-based services like Swarm/Foursquare and instead focus on content channels. They don’t need to look at customer segmentation, since their approach to pricing does that for them.
They qualify influencers based on expertise and passion. Generally their jewellery influencers have 30-50,000 followers, mens watch influencers have less. This is in sharp contrast to fashion bloggers who may have millions of followers.
When thinking about influencer relations they put a focus on how they design content and experiences. They also pay a lot of attention to provide clients and prospects at any IRL events that influencers attend with adequate privacy.
The brand produces content that features influencer, to keep the production levels high. User generated content is not obvious for for a luxury brand (despite customers taking selfies) – De Grisogono take a more graduated control of visual content than other brands.
In trying to define the ROI, De Grisogono said that they don’t measure it explicitly but have noticed a causality between influencer coverage  and a 300 percent increase in press coverage.

Happy mid-autumn festival

Especially to my peeps in Hong Kong
Happy mid autumn festival