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This week: Facebook's algorithm is trending human; social ad revenue to double in five years; media companies are pitching creative solutions, not just ads at the New Fronts; using game theory to become a better parent; the 10 most disappointing brands; digital natives want you to shut up; Facebook Live video doesn't have to be live; Twitter is cutting off access to spy agencies; YouTube is getting a messaging feature in its mobile app; Snapchat's CEO doesn't operate in the information business; Apple's entry into ride-sharing pairs with its autonomous vehicle effort; the next wave of AI assistants is here; long-form content is welcome; free copyright advice; is PR ready for big data?: our weekly trivia challenge, podcast pick, an event offer and more.
This week: Facebook's algorithm is trending human; social ad revenue to double in five years; media companies are pitching creative solutions, not just ads at the New Fronts; using game theory to become a better parent; the 10 most disappointing brands; digital natives want you to shut up; Facebook Live video doesn't have to be live; Twitter is cutting off access to spy agencies; YouTube is getting a messaging feature in its mobile app; Snapchat's CEO doesn't operate in the information business; Apple's entry into ride-sharing pairs with its autonomous vehicle effort; the next wave of AI assistants is here; long-form content is welcome; free copyright advice; is PR ready for big data?: our weekly trivia challenge, podcast pick, an event offer and more.
Virtually everything you need in business intelligence. If you’re on Flipboard, you can get these links — and additional ones — by subscribing to The Full Monty Magazine at http://smonty.co/fullmontymag.
If you're around at 9:30 pm ET on Sunday evenings, you can get a preview of a couple of topics from the week's via the live video on Facebook. If not, you can always catch the replay here:
Industry
- More media companies are pitching their expertise in creating content for brands, rather than just selling them ad space at this year’s NewFront presentations.
- Ad revenue for social platforms the U.S. will surpass $30 billion by 2021 — double what it's projected to be in 2016, driven largely by increasing time spent on mobile. Time is finite and by that measure, so is growth; the expense of the platforms should weigh on this as well.
- Here are tips and trends in marketing for 2016 from six digital marketing leaders. While the expected items of video and virtual reality are there, we were pleased to see one focus on the basics: "Understanding what customers want is the only trend that matters." [TWEET THIS]
- When employees are empowered to make a difference on their own — to lead rather than follow a managerial directive — the innovation process takes on a life of its own. Open this box.
- Game theory is about more than strategy. It can actually help you become a better parent.
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- As long as you promise not to put "strategy" in your title as a parent. Sometimes kids make you focus on execution rather than strategy.
- Here are the 10 brands most disappointing to their customers, according to BrandKeys. Brands were measured on emotional engagement, or how well they meet consumer expectations. Maybe this is why Budweiser is changing its name this summer? Then again, maybe not. America might be one of the most disappointing brands too, given the recent presidential campaigns.
- And while we have your attention, brand managers: digital natives are tired of brands shouting at them. In other news, it's a day that ends in the letter 'Y.'
- "So, dear marketers, welcome to the new world of branding. A world in which Culture — enabled by the bit stream, all its interconnected access points, social media and big data — has become the crucible of an ever-evolving, dynamic, real-time, iterative shaping of a brand’s narrative in collaboration with its publics. Culture is the new media and earned impressions are the new metric of success." Branding as we know it is over.
- If famous brands were owned by hipsters, their logos would be much different. Wait — Twitter's CEO isn't a hipster?
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Some of the results are going to really surprise you.
Platforms
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- As you undoubtedly heard, some former contract workers claimed that Facebook suppresses conservative news in its Trending module.
- Of course, Facebook denied anything of the sort (or at least said there was no evidence to support that claim).
- But an exclusive report from the Guardian referenced leaked internal guidelines that show human intervention at almost every stage of its news operation, akin to a traditional media organization.
- And in the ultimate of ironies, the story about Facebook suppressing news on the Trending section then began to trend.
- While it wouldn't be news that the New York Times or the Wall Street Journal cherry-picked news items, this is an issue for Facebook, where more people get news than any other single source— and where people have been led to believe that it's the algorithm that surfaces these stories, as Facebook claims that the section is made of “topics that have recently become popular on Facebook.” While Facebook hasn't prevented (and won't prevent) anyone from sharing anything, the issue is that Trending topics inform what people share; so a news item that isn't Trending simply won't get the benefit of more people seeing it and sharing it.
- The U.S. Senate's Commerce Committee is now interested and has asked Facebook to comply with an inquiry.
- Mark Zuckerberg put out a pretty balanced statement, committed to continued openness and sharing for all, and even indicated that he'll be inviting conservative leaders to Facebook to discuss the topic.
- Facebook has indeed invited Glenn Beck and a handful of other conservatives to the company's headquarters on Wednesday.
- Publishers are seeing an early impact from Instant Articles; but perhaps not the one that they were hoping for.
- How did Facebook screw up its free mobile Internet program in India? In just about every way imaginable.
- Digital media companies do five things: create, host, curate, distribute and monetize content. Facebook now does four of them. This is Part 1 in a four-part series that looks at what happens when someone else does what you do.
- Facebook "Live" doesn't have to be live; getting creative with live video.
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- Facebook Live is an effective tool, if used correctly; here are 15 best practices.
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- Facebook’s Dynamic Ads – a format the social network introduced last year – is available as of Tuesday on both Instagram and the Facebook Audience Network.
- Instagram has a new logo. And as expected, the internet reacted. Not sure we understand the need for it, but to us it's underwhelming.
- Of course, when a major brand like Instagram approximates your logo, what can you do?
- Twitter/Periscope/Vine
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- Twitter is cutting off access to its firehose by US spy agencies. The battle between privacy and security rages on.
- Twitter's new research claims that social media influencers might have nearly as much clout as a friend or neighbor—and brands know how to harness these new household names.
- Vine stars are fleeing the app — and heading to Facebook. What's even more concerning is that marketers and ad buyers are also moving away from the Twitter-owned video app.
- Periscope is adding a save feature, along with the ability to search videos and stream from a drone. Thank God. Because we clearly haven't lived until we could stream from a drone. But is the effort too late to keep pace with others like Facebook Live?
- Alphabet
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- Friends can chat about the shared video right inside YouTube’s mobile app, thanks to a new messaging service the company is developing.
- With the launch of Amazon Video Direct, open to any video creator, the e-commerce giant will compete head-to-head with YouTube for video-ad dollars and views as well as other big Internet video distributors like Facebook and Vimeo.
- Google, with its tech chops and its control over digital ad delivery, is positioned to do what individual publishers and their associations can’t do on their own with respect to ad blocking: requiring that ads are not obtrusive or annoying — a main reason people choose to block ads. Sounds fairly subjective. We'd like to be a judge on that panel! Maybe Google can hire some of Facebook's Trending editors to help.
- Google's VR team is serious about competition. It has a VP of operations who has led the company through some impressive developments on other projects. Look out, Facebook!
- Did you ever notice the auto-fill feature in Google search? It's part of Google's 'sketchy' quest to control the world's knowledge.
- Yahoo
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- Warren Buffet is backing Dan Gilbert's bid to purchase Yahoo.
- Tumblr is launching Labs so users can test experimental features. These include: Themed Posts that change the color of a post to the color of its Tumblr; Reblog Graphs that add a button on posts that shows you where they’ve been and their source; Queue+ for fine-grained scheduling options for your queue; and Inside Tumblrs that are helpful for group blogs. Tumblr is still a thing?
- Snapchat
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- Snapchat founder Evan Spiegel is the guy who media and advertising people obsess over more than anyone not named Mark Zuckerberg. Recode's Kurt Wagner talked with his investors, friends and confidantes to find out how the very private CEO runs his company — which wants to go public sooner than later. One important distinction is that unlike other technology companies, Spiegel views Snapchat as entertainment, not information: "Not to be searched, sorted and viewed — but experienced." [TWEET THIS]
- Taco Bell's Cinco de Mayo Snapchat filter garnered more than 224 million views in a single day — a Snapchat record. Good luck measuring the outcomes.
- A handy guide: how to create and use Snapchat's custom geofilters.
- David Pogue finally gets Snapchat. Now maybe you can too.
Trivia question: Who is John Miller? *
Collaborative / Autonomous Economy
- Transportation
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- Apple is investing $1 billion in Didi Chuxing (formerly Didi Kauadi), Uber's biggest competitor in China. This is significant for a few reasons: it puts Apple's autonomous vehicle program in play at an international level and pits them directly against Uber. And as Jeremiah Owyang observed: "It means the traditional internet companies are becoming logistic companies, and that's globe-changing."
- Uber is recognizing a New York drivers' group. But please, don't call it a union.
- When you tally up Uber's 10 worst actions, it doesn't paint an attractive profile. In fact, it's a pretty nasty pattern.
- Here's someone who loved Uber; then she became a driver.
- Uber is offering $5 flat-fee carpool rides in New York. It's a model that is a clear rip-off of Via, which last week secured $70 million in funding. IYou can still try Via in New York or Chicago for free with my code: scott5q3.
- Autonomous Vehicles
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- Ford says self-driving cars are just five years away from changing the world. Good interview with some important practical and real-world considerations discussed, but still with an aggressive timeframe attached.
- AI/Bots
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- Viv, the next AI assistant, is here. The goal was to create a better version of Siri, one that connected to a multitude of services, instead of routinely shuffling queries off to a basic web search. The critical distinction here is between broad horizontal AI and specialized vertical AI.
- Ozlo is another AI chatbot - one that wants to help you find something to eat. Companies are experimenting with chatbots as they struggle to reach their customers on mobile devices. Eighty-four percent of our time in non-native apps is spent in just five apps, according to Forrester.
- Facebook has more than 10,000 developers lined up to create chatbots.
- Google has an answer to the Amazon Echo: it's called Chirp.
Audio
- Are music downloads about to become a thing of the past? According to one report, Apple might be planning to kill off iTunes Music downloads by 2018. Let's hope we all have Wi-Fi built into our heads by then.
- Not so fast — Apple says they have no plans to stop selling music downloads. However, Apple does plan to revamp Apple Music after initial reviews were mixed and the departure of several executives.
- Tencent-backed music-streaming service China Music Corp. plans a US IPO.
- Audio isn't enough for Spotify as it moves into video with original programming, joining the likes of Netflix and Amazon.
- Program of the Week. This week's recommendation is the New Yorker Fiction Podcast, submitted by Rebecca Rivera. The show is a monthly reading and conversation with the New Yorker fiction editor Deborah Treisman. Do you have a program to recommend? Add yours to our Google Sheet: http://smonty.co/yourpodcasts
Offer
Not sure your manager will let you go? No problem! Try this Justify Your Trip letter.
Content / Customer Experience
- Pew Research found that long-form content still has a place in an attention-starved world. Total engaged time with articles 1,000 words or longer averages about twice that of the engaged time with short-form stories: 123 seconds compared with 57. Engaged time varies significantly depending on how the reader got to the article, whether it is midday or evening, and even what topic the article covers, according to the study. And longer content gets shared more.
- You'll want these five content marketing tools to help scale small teams.
Privacy / Security / Legal
- If you create content, here's a super-handy bit of legal advice on copyright.
- IBM's Watson will apply its machine learning to analyzing, identifying, and preventing cybersecurity threats.
Measurement / Metrics / Data
- Adding buzz analytics to more traditional quantitative and survey-based tools can help guide product tactics and strategy. As with any analytics, it's the insights that you extract from the analytics that makes a difference.
- SHIFT Communications created the Shared Content and Link Evaluation (SCALE) report, an advanced tool to find relationships between a client’s content spreading on social media and the same content’s SEO value. But is PR ready for big data?
- Visual analytics and communications can tell a story fairly succinctly if done well. Case in point: the introduction of Viagra had an immediate impact on drug prices. You're sure to get a rise out of this.
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* Answer to the trivia question above:
- John Miller is the alias that Donald Trump used when he posed as his own publicist in the 1990s, in a lame effort to puff himself up. Naturally, this becomes a question of character. Donald Trump certainly is one; but he has none.
When You Have the Time: Essential Watching / Listening / Reading
- Teachers warned of children suffering from a lack of attention and interaction from parents obsessed with their smartphones. When four year-olds know how to swipe a phone but don't know how to interact with other children, this is a huge problem.
- You've probably taken a Myers-Briggs Personality test at some point in your life. If so, you'll enjoy this definition of hell for each Myers-Briggs personality type.
- We're huge fans of the Frinkiac (as first noted in the February 8, 2016 edition of The Full Monty). Well, now you can make Simpsons GIFs from the Frinkiac. Glayvin!
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