Grown Up Thinking

The unfiltered oversaturation of posts from brands, friends, and family members has given users Facebook fatigue. Over time, the Facebook newsfeed has become a mosh pit of articles, vacation photos, brand promotions, viral videos and the mundane musings of your former classmates. Despite Facebook’s efforts to keep content relevant with its EdgeRank and groups, users are now searching for a more curated social experience.

That search has led many to Pinterest, a place where moms, teens, young professionals, and increasingly more guys are getting in on the world of “pinning” and the “re-pin”. After experiencing unprecedented growth throughout 2011, Pinterest has quickly become the golden child of social media.

So why will Pinterest continue its success in 2012?

VISUAL CURATION. Utilizing infinite scrolling, Pinterest provides users with an endless stream of relevant content. The instant gratification keeps users searching the site. In November of 2011, pinners spent an average of 88.3 minutes on the site.

NO NORMS. The site is anything you want it to be with no predetermined norms of how to use it. Profiles are almost non-existent, which has “pin-natics” diving in to explore. Looking for gift ideas for a friend? Check out the “gifts” section which sorts products by price. Renovating your apartment? Type in “apartment” and let your imagination run wild.

UNRESTRICTED. Unlike Facebook, everything is publicly accessible. For spectators looking to observe, Pinterest provides an infinite springboard of discovery around anything your heart desires. Once these spectators are ready to get in on the action, they can request an invite or ask a friend already on the site.

PIN-WORTHY. As current users begin to see an increase of friends descend onto Pinterest, their curation of shared images and content will become more selective in hopes of being liked and “re-pined”. This added level of curation will force users to create more specified boards for their followers.

MIDDLE AMERICA. While many startups rely on communities in Silicon Valley and Silicon Alley to spark initial growth, the site’s core user base grew from word-of-mouth in middle America. Major social media and tech publications are now playing catch up to cover the craze, in turn, giving Pinterest the exposure it deserves.

E-COMMERCE INTEGRATION. In early January, Etsy added a “Pin It” button to increase the virality of product sharing back to users’ boards. As more brands begin utilizing this social integration, Pinterest will increasingly be seen as a valuable and inexpensive way to allow consumers to be advocates.

While every user’s experience is unique, Pinterest provides us with a visual representation of the collective interest graph. As Pinterest continues to grow and brands find their way onto the site, only time will tell if and how the site will monetize to profitability, or an early exit.

Will Pinterest get acquired by a major publisher like CondeNast, an Amazon or an eBay? Or maybe a social networking site like Twitter?

What are you predictions for Pinterest in 2012 and beyond?

It’s no big surprise that most marketers have come to embrace social as an increasingly crucial channel in our proverbial toolkit. The proliferation of social APIs like Facebook OpenGraph have armed brands with the ability to infuse a social layer across their preexisting web properties. This year’s Consumer Electronics Show in Las Vegas introduced us to social integration as a growing necessity in the design of products, not just the web.

Whereas previous years’ presenters touted impressive product specs in all their glory, this year marked a championing of product lifestyle benefits over hardware, namely the ability to better connect consumers with their devices and with each other. This is only a natural evolution – as digital sharing becomes an increasingly essential force in the way we interact, a successful product is one that delivers on those consumer needs. Mashable’s Peter Pachal said it best: “It’s not so much a trend as a reality: consumer electronics must go social to stay relevant.”

Much like any nascent trend, one can only expect some of these social product integration efforts to take off and others to crash and burn. Here are the social winners and losers of CES 2012:

Winners

1. Mercedes-Benz

image courtesy of MSN

The automaker introduced its “Mbrace2″ system, which connects cloud-based apps and smartphones to its vehicles. Motorists can now stay completely connected while on the road through apps for Facebook, Yelp and Google Local Search. Imagine being able to check-in from the road through your car’s navigation system, sharing your estimated arrival time, receiving real-time notifications about friends nearby, or being notified of nearby locations friends have “liked” on Facebook. For those of us weary of the safety risks, fear not. The apps have been optimized to ensure road safety and anything requiring text interaction is disabled if the car is in motion. Robert Policano, Mercedes’ Product Manager for Telematics Services, claims the service is no more distracting than a standard in-car navigation system or radio.

2. Samsung

image courtesy of Engadget

TV got a huge makeover at CES 2012, with manufacturers showing off 3D capabilities, voice and gesture control, and fancy new display technologies. Most impressive, however, are the slew of new internet-enabled app platforms cropping up, and the social integration that comes along with them. “Smart TVs,” as they’re now being called, come pre-loaded with apps for games, social networking, and online video.

Samsung’s “Family Story” is one such innovative application being implemented on their television sets. With the ability to store content in the cloud, users can now share personal photos, videos and profiles with other Samsung TV owners around the globe. The app conveniently connects TV owners, with new photo uploads automatically made available to users you’ve allowed into your private TV network. Cloud-based sharing is nothing new – consumers have been able to do this for years through their computers. However, Samsung is taking third party apps completely out of the picture by seamlessly integrating the option into their own platform. Sharing is now literally built into your television.

Loser

Kodak

image courtesy of All Facebook

Desperate to fight the growing threat of photo-sharing mobile applications like Instagram and Hipstamatic, Kodak unveiled two cameras featuring the ability to upload your photos to Facebook. The Easyshare Wireless Camera M750 allows users who install the accompanying app on their Android, Apple, or BlackBerry devices to wirelessly send pictures to Facebook, the Kodak Gallery, and via email. The second Facebook-enabled device is the Playfull Dual Camera, which features a share button for easy, one-touch uploading.

Kodak also hyped two of its Facebook applications, which are founded on the assumption that Facebook users have a shared desire to print the photos they upload onto the platform. My Kodak Moments and Kodak Photo Collage Print allow users to create and print premium photo books and collages using their Facebook photos.Though the intent to provide utility and inspire sharing is an appreciated effort, this may be too little, too late for Kodak. Riding the Facebook wave isn’t always enough, and we’d be eager to see more social innovation from the beloved camera manufacturer.

All in all, the products speak for themselves: now more than ever, social media has become an impactful force in the design of consumer electronics. As more and more manufacturers (automotive, television, and beyond) integrate web connectivity in their devices, greater attention is being directed towards the services offered through these products. This is evidenced by the recent collection of tech/media marriages making their debut: Xbox and News Corp, DirecTV and Miso, FX and GetGlue, Netflix and Facebook…and the list goes on. We foresee a continued need for media and tech companies to partner in order to deliver on this digital convergence in the future.

On November 6^th, 2011, our city hosted one of the world’s greatest road races, the ING New York City Marathon. With over $600,000 in prize money, over 100,000 applicants and over two million spectators, this iconic event is one that tops the charts for many.

In its 41^st year, the Marathon went social in a variety of ways. Here are some of the latest and greatest ways spectators were able to support their runners on another level through technology:

Official ING New York City Marathon Mobile Spectator App: This app let users track up to 10 runners simultaneously, as well as watch live streams of the race and view an interactive course map. Another fantastic component of this app is that runners could use it to push out live notifications of where they were at along their five-borough journey.

TrackMyRunners via Web and SMS: This service allowed users to track up to five runners through their web browser or track up to three runners through text alerts. This service allowed tracking on race day and afterward, and there was no advance registration needed.

SupportYourMarathoner.com: Created by Asics America, this service allowed people to support their marathoners via pre-recorded videos, images and text that played over a large LCD screen triggered by the runner’s personalized RFID tag. Click here to watch the informational video of how this technology worked.

As someone who knew several runners participating, the ING New York City Marathon App made a world of difference when it came to tracking down my runners. Starting off in Brooklyn I was able to track my runners’ progress in real-time at mile 12, then headed to Manhattan where I was able to convince spectators who were already there to let me cut in front of them by showing them my app and telling them my runners would be approaching mile 18 at any moment.

It’s great to see a sport which is usually pretty isolated find ways to engage with spectators and aspiring runners alike. Which sporting events do you think would be a great fit for this type of social technology?

Since last year, the University of Southern California has been using Foursquare to foster a sense of campus community by embracing everything from venues and specials to tips and lists. With over 18,000 followers and 135,000 check-ins to date, USC’s adoption of the location-based social platform has proven that Foursquare can do so much more than dish out badges.

In this case study we see a traditional institution proactively reach students in a way that resonates with them. True, our Class of 2015 study tells us only 12% of college students are on Foursquare. However, with the right formula and a little innovation, USC has proven that Foursquare can thrive among college students when used in a way that benefits them. Bucket list for seniors? Campus event updates? Bookstore discounts? Yes, please.

USC isn’t the only university jumping on the Foursquare bandwagon, and it’s not “new news” either. Last year Foursquare forged a relationship with 20 universities across the country to, as the Foursquare blog says, help “students, alumni, and staff connect with each other, find new and interesting things to do, and earn rewards for exploring their campus and nearby areas.”

So, on your next trip to SoCal be sure to take the virtual campus tour via Foursquare and check into at least five spots along the way. This could earn you some sweet campus swag and maybe even the True Trojan badge!

Over the last year there has been an exponential increase in the number of websites asking users to sign in using Facebook connect. Some tout the ease of joining a community, others want to connect your interests with the interests of your friends, and some just ask you to do it for no apparent reason. Until recently I have yet to see any website give me something in return for taking that action. As a marketer I know that their desire to connect me with other people or make sign-up easier is just so they can make money. It’s about data collection, optimization and ad targeting. I get it, and most other consumers get it, so why not give me something worth my while? Why not show me what my data is worth to you?

Well, my dreams have come true. Hulu, in an effort to beat Netflix (and get their numbers up for a quick sale), is in the midst of a big push for their Hulu Plus offering. The online video provider has seen some success with the paid version of its free service, but not to the extent that Netflix has seen success. Their answer to that problem is free trials, and their ask form consumers is simple: Give us access to your Facebook data and one status update about Hulu Plus.

So, according to Hulu, your Facebook data and one status update is worth $7.99.

We are the Mr Youth interns. In honor of Social Media Day last Thursday we are sharing our POV on the good life of YouthNation, the present and future of social media, and whatever else crosses our young, millennial minds in 140 characters or less:

- Elizabeth C: Social media icon sheets & comforters will replace dinosaurs and rocket ships.

- Kara B: #D0M!N@T!0N

- Jon I: Some people think the internet is ruining are ability to comunikate, but I think we’re just fien. The future is #social.

- Thomas S: I am not witty enough for this, I defer to the Twitterverse.

- Vinny S: Emoticon Media, The future of Social: – A typical day.

- Annie D: Social media helps to engage the brand and the customer through dynamic, interactive, and unique experiences (games, applications and videos).

- Lauren F: I have a feeling Facebook is going to lose its spark soon. The site has lost its simplicity and exclusivity, #unlike.

- Alison W: SM lets me stalk a dog named Boo on Facebook, tweet at Barack Obama and keep in touch with my grandma in Florida #EndlessPossibilities…

- Adam P: In the modern battle of David versus Goliath, social media is the slingshot.

- Alexa D: Rule #76.5: Social Media plays like a champion.

We want to hear your musings on social.  Tell us in the comments!

Mayor Bloomberg tweeted yesterday that the roadmap to make New York the number one digital city has been published. Called “Achieving New York City’s Digital Future” the report is over 60 pages of present situation, public feedback and data, and what’s in store for NYC.

I strongly encourage poring over the whole report, which is beautiful and intriguing. Not only is it inspiring to live in a city championing to be the number one digitally, it is amazing that we live in a place where social is understood and leveraged to the public and the city’s benefit.

As a social marketing agency we were particularly appreciative that the City recognizes the importance of good social strategy. The report reads, “The City’s most successful social media strategies are goal-based, aligning with agency objectives from the start, and employing social media channels appropriate to their audience and desired outcomes.” Bravo.

New York is doing a lot already to foster the development of digital tools and an open government. Here are some fun snippets I didn’t know before reading:

- New York has six official apps. One is dedicated to finding free condoms based on location, and another offers sobriety tests and info on safe rides home. Go NYC.
- The NYC Big Apps (HAH!) competition provided city data to developers to create independent applications – there were over 100 developed using public API
- The Urban Canvas competition wrapped up and features 4 finalists whose designs can be downloaded by building owners to make scaffolding more appealing
- You can use the hashtag #askmike to get your question answered by the Mayor on his Friday radio show

As for what’s next, here are some highlights of the roadmap:

- A new Facebook presence will be unveiled during Internet Week featuring apps that support the open government infrastructure
- A Foursquare badge will be introduced by the City to incentivize residents to explore public places
- Implementation of a DataMine API that gives developers access to 350+ data sets including:

- Citywide Events and Festivals
- Wi-Fi HotSpot Locations
- Map of Playgrounds
- Bicycle Parking Locations
- Tree Census
- Art Gallery Locations
- Subway Entrances
- A hub for all New York City mobile apps
- The launch of geo-targeted mobile notification services for emergencies so you know what’s happening around you

What do you want to see in New York’s future?

We’ve found a lot that is inspiring and LOL-worthy this week (and it’s only Wednesday!) Here’s a shortlist – our spring gift to you, dear reader.

The @bronxzooscobra: Ok so it may be scary and awful that a 20-inch, pencil-thin, extremely venomous cobra is missing in the Bronx Zoo, but it is hilarious for us that our slithery, parseltongued friend is tweeting about her adventures.  Let’s hope that the zoo will find the amusement in this amidst their dismay, as 120k+ other Twitter users are.

Kraft Mac and Cheese “cnt sleep” Spots: With a speedy production turnaround reminiscent of Old Spice, these new clips (all are featured on the Kraft Facebook page) were inspired by consumer tweets about mac and cheese. One spot aired on Conan and Lopez Monday night, and it was so successful that agency CP&B repeated it again on TBS last night.

Stella Artois – Triple Filtered: From a gritty and sobbing Adrian Brody to this newest shabby and love-struck gentleman, the male cast of Stella ads play on a fun egocentrism that describes the brand itself.  In this London-created TV/Cinema campaign, our leading man finds himself chasing after a girl out of his league.  In three smooth steps he goes from scruffy to sophisticated.

Ashley Boo Facebook App – A take-down from the Hunter Shoots a Bear campaign, this Flash integration to promote Rounds (a video chat service) is intended to show the spirit and capabilities of the brand.  The fake profile of Ashley Boo gives you a taste of what you and your friends can do together using the service.

What’s on your radar this week?  Let us know in the comments!

Key takeaways from this SXSWi panel:

Alexa Andrzejewski, Cofounder and CEO of Foodspotting: People don’t interact for the sake of people. With Instagram and Foodspotting, people interact over a photo, an object. Apps don’t engage people, people engage people.

Jake Mintz, Cofounder of Bump Technologies: It’s hard to get the information/content noise down to a level where it’s valuable.

Boris Bogatin, CEO of NearVerse: Someday, there will be (50 people with) 50 devices in a room, each with their own profile, and mobile will automatically organize and connect everyone in the room. (As for right now?) At the end of the day, apps don’t make sense for the physical world. No one app is going to fit all your needs.

Chidi Afulezi, Director of Product Management at Turner Broadcasting: We don’t need apps for news, we need platforms. Can any one app handle the onslaught of citizen journalism during an event like the Japan earthquake/tsunami?

Keys to audience engagement: 1 – Creating compelling content: that is engagement. 2 - Build a colony of experiences around a flagship. 3 - Create two-way dialogue. 4 - Mobile web. Applications are the sexy thing right now, but we need to work on getting mobile web up to par.

On January 28th we posted our POV on the social media blackout in Egypt. Social media played a remarkable role in the ability for revolutionaries to communicate and mobilize, and this is not the first instance where social enabled incredible change for a country and its people.

With knowledge of the political and cultural power of their sites the executives of Facebook, Twitter, YouTube, Google, and others have unique approaches to their resulting responsibility and democratic role.

Google isn’t afraid of taking sides. Becoming part of the revolution, they worked with Twitter to create Speak2Tweet, allowing the people in Egypt to skirt the online access restrictions. YouTube also played a role on behalf of the protesters by quickly curating submitted content to be shared with the world.

While it is unquestionable that Facebook knows their power as a tool for social change, there is no intention to partner with movements as Google and Twitter have done. In part this is a crucial stance on behalf of social justice. If Facebook promoted themselves as a tool for uprising or gave statements in support of this activity, the site would be blocked by some regimes in a precautionary attempt to avoid a repeat of Tunisia or Egypt.

Some advocates for human rights see this as a mistake (more on this specifically in this NY Times article). The trust and authenticity we find so appealing about Facebook can be devastating to citizens of more oppressive nations as it stems from the prohibition of false identities. Facebook’s response is always in defense of overall user protection, so this policy is not currently up for negotiation.

This does not mean that Facebook will idly stand by. Last month we all jumped on the security upgrade to prevent stolen passwords. This was Facebook’s response to actions taken by the Tunisian government, worded as a technical solution across the board for greater user security. Facebook has also shut down activist pages with falsified admin names, solidifying their stance against overall abuse to their terms.

All social media sites have been threaded into historical progress. What do you think of the differences between Google and Twitter putting themselves in the front line and Facebook sticking to the sidelines?