Links of the day | 在网上找到

Build them and they will come | The Economist – or how AirBnB doesn’t make much of a difference in London due to structural issues

IBM’s Supercomputer is Controlling a Massive Virtual Reality Game, and They Need Beta Testers – In Brief This virtual reality game will be powered by cognitive computing and cloud technology. And they are seeking beta testers.

Porn Industry Uses Airbnb, Rental Houses for Filming | NBC Southern California – Nearly four years after Los Angeles County passed new requirements for pornographic performers, the porn industry has spread to nearby counties like Ventura County and much of the filming is done via AirBnB. The irony of the gig economy supporting another gig economy business isn’t lost on me

WhatsApp to end support for BlackBerry, Nokia, and other older operating systems by the end of 2016 | VentureBeat | Mobile | by Paul Sawers – WhatsApp is to cease support for a number of operating systems by the end of 2016, the company announced yesterday.

Disney World and Disneyland Introduce Demand-Based Pricing | TIME

Norway Becomes First NATO Country To Accuse China of Stealing Military Secrets

The art of wellbeing at work | McKinsey – modern technology apparently leaves us exhausted (PDF)

Music’s Role In Digital Content Is Small And Shrinking | Music Industry Blog – and the music industry’s major labels only has itself to blame

MWC 2016 as a case study on talkability, brand mentions and brand performance

Mobile World Congress (or in industry parlance MWC 2016) is where the telecoms industry goes to set out its stand. It has gradually changed from being a conference where the big issues of the day are hashed out, to more of a trade show a la CES or CeBIT.

From a brand point of view, it was of interest to me for two reasons:

  • It offers largely culture neutral brand discussions, many of which occur online
  • I have an interest, having worked on a few mobile brands during my agency career (Palm, Ericsson, Verizon Wireless, Samsung, Qualcomm, Telenor Myanmar and Huawei)

I pulled this slide ware together for a talk I am giving at an internal event at an agency.

The first data that I have put together is looking at the amount of mentions that occurred regardless of the channel. It is a relatively easy data point to pull out of monitoring systems very quickly.

Obviously the value of mentions will depend on how many people view them, what is the context that the mention appears in. What was the content around it? Who said it, are they expert or trustworthy? So looking purely at the number of mentions would be crude, offering little value apart from nice PowerPoint slides.

Breaking the mentions down by platform gives an idea of relative marketing communications competencies of brands. So looking at Huawei and Xiaomi shows contrasting approach to building talkability and conversations. Huawei focuses on traditional media channels where as Xiaomi focuses on social.

By comparison LG and Samsung seem to have a more holistic approach.

I then moved on beyond the mention data to try and look at relative authority of whoever mentioned the brand and looking at the relative distribution by brand and channel.

I had done some initial analysis on the event in general here. These numbers showed how well brands had built high authority communities and the discussions around them.

What was quite surprising was the polarised authority of mainstream media sources. Newswire syndication had destroyed authority of many online traditional media channels. A second cross brand observation was the relatively low authority of the blogosphere.

These slides only start to delve into understanding talkability and are time consuming to create in comparison to looking at raw mention numbers, but offer superior strategic insight for both earned and paid media approaches for future launches.

I did some broad profiling of online conversations around MWC here.

Links of the day | 在网上找到

Demand for heat-pipes for smartphones may emerge – DigiTimes – suggests a lack of die size and power saving improvements. Interesting technology through

Facebook Officially Launches Canvas Ads That Load Full-Screen Rich Media Pages In-App | TechCrunch – Instant Articles, meet Instant Ads. Facebook wants to give advertisers an immersive way to reach people without making them leave the social network

Most Germans Think the Press Is Lying to Them About Refugees – SPIEGEL ONLINE – as if the media doesn’t have enough on its plate, a lack of belief in its core proposition could kill it entirely

Reactions: Not everything in life is Likable — Facebook Design — Medium – interesting breakdown in methodology

Warner Bros to buy Korean-focused DramaFever – BBC News – they have been taking a kicking from Viki (Korean based) owned by Rakuten

Five for Friday | 五日(星期五)

Things that have made my day this week

Come to Singapore! The Sights (And Branding) Are Lovely | WIRED – it feels very Monocle-esque

William Gibson on the decline of cyberspace

Interesting to see Renault going back to Alpine’s sports roots with the Vision. Similar formula to the 1960s cars, a light, small car with a highly tuned small engine

I am a sucker for well done manufacturing and process films. The first one up is from Tesla, highlighting robots working in a manufacturing cell on their X model vehicle

The second is a German Army film from 1970 showing the manufacture of a Heckler & Koch G3 assault rifle. It is really interesting for its use of early computer numerical controlled machines including at least one multi-tool cell.

An idea for the CIPR to provide even more benefit to the PR profession

First of all the Chartered Institute of Public Relations (CIPR) has improved immeasurably from where it was a few years ago. It acknowledges that social media is now a thing. It has given consideration to social media being part of public relations campaigns. If you dig around there are freely available journals on communications on the website.

Research (developed for agency marketing purposes) like Edelman’s Trust Barometer were also collected there. But the process seems to have stopped a couple of years ago.

However this all pales in comparison to the quality of the research on effectiveness that the IPA (Institute of Practitioners in Advertising) has available for members. I’ve found the data points I have got from IPA sources invaluable over the past few months.

The IPA is like a cross between the CIPR and the PRCA. It has qualifications like the CIPR and focuses on agency memberships like the PRCA. In addition, the CIPR has a large contingent of public sector employed members. I personally believe this would help raise the effectiveness and respect of the profession.