Posts by: John Lane
The Essence of Content StrategyWhy do you need a good content strategy? Among other reasons, so you don't have to try to say everything at once. So often when organizations have come up with a new product or offering, they start their marketing efforts by thinking "what is the one piece we can create that will tell someone everything there is to know about this product, how it fits in the marketplace, how it is unique... and motivate them to purchase." It's an aim at one perfect shot. And that's nearly impossible. A well-formed content strategy will be your map for how to say the right things at the right time.
Emerging Social Media Trends, Tools and TechI had the opportunity to present at the Internet Summit this year on Emerging Social Media Trends, Tools and Tech. Now, I feel like I do as good a job as anyone staying on top of what's going on in an environment where new social sites and services go from "new" to "dead" in less time than it took for you to read this sentence. But I'm not a cool hunter. So I wanted to make sure that my presentation stayed focused on the need to lead all your social efforts — in fact, all your marketing efforts — with business purpose rather than delivery method. I think I did... but here's the presentation so you can see for yourself.
Visualizing the Power of Real-World Connections on Twitter.And for my next completely unscientific study, I observed and plotted the first 24 hours of promoting a blog post on Twitter and found that real-world connections play a huge role in how much traction they get. In other words, I think you're going to be surprised by the number of shares that come from people you actually know and how that effects uptake beyond your own real-world social circle.
Prepare to be ignored. (But it’ll be okay.)I asked a simple question via Twitter three times: What percentage of the tweets in your feed do you think you actually read? I think the results are pretty fascinating. And with over 200 million tweets being sent daily, the amount that are actually read — and the implications of readership — are numerous and far reaching.
Revisiting: Twitter Influence. Beyond followers, replies and retweets.Since last May, a lot of things have changed in regard to Twitter. First and foremost, Twitter has grown exponentially. At that time, there were around 26 million people using the platform; that number has risen to around 175 million. And the growth in the amount of posts is staggering — from 65 million posts per day then to 200 million posts per day now.
That kind of use means Twitter is a platform with plenty of potential to influence consumer action. Measuring that influence, however, is a trick by itself.
“Logos are dead! Long live icons and avatars!”"Logos are dead! Long live icons and avatars!" Marty Neumeier wrote those words in The Brand Gap way back in 2003. What he meant was that logos evolved as a way for people to identify brands rather than differentiate them. But when conceived well, an icon is a repository of meaning. It contains the DNA of the brand, the basic material for creating a total personality distinct from the competition. An avatar goes even further by becoming the symbolic actor in a continuing brand story.
Meet the new breed of brand avatar in these examples. Are icons like these a long-term trend or flash in the pan?
The Best, Unintended Purposes of InstagramOne of the most interesting things about open social networks like Twitter, or more recently Instagram, is that most of the innovations that happen there are crowdsourced. Some smart people come up with an original idea to solve a specific problem or fill a very particular niche, and then the users take over and alter the focus. The users never ask for permission to change the focus. They just do it through their own actions.
Those unintended purposes are often the perfect uses.
Content, Delicious Content.I planned on writing this post a couple months ago... it was the day I heard Yahoo was shutting down Delicious. News came last week, though, that Delicious was granted a stay of execution, thanks to YouTube founders Chad Hurley and Steve Chen. Now, "stay of execution" was specific wording because, while I've given the necessary authorization to move my bookmarks to AVOS, no one really knows what will happen to it after that. But I hope it's a long, long life. And here's why...
Delicious is not so much a bookmarking tool (or even social bookmarking tool) as it is an incredible tool for content curation.
Hearing Data: Infographics on the RadioInfographics are intended to make data that is difficult to comprehend more easily accessible. In the words of visual.ly — a soon-to-launch infographic clearing house — a successful infographic is "a mix of design, journalism and analysis" intended to better inform or educate.
But who says you can only creating infographics with visuals?