Open Journalism: The Three Little Pigs Ad

This ad for The Guardian newspaper is the best I’ve seen in a long time. It takes the familiar fairytale about the three little pigs and the big bad wolf who tries to blow their homes down and projects it into the modern day. In the full glare of the media spotlight the classic tale is reimagined and analysed from various angles. Did the pigs go too far? Even if the wolf was out of order did he deserve to be boiled alive? What’s the appropriate way to deal with a home invasion? Was the whole thing just an insurance fraud perpetrated by the pigs?

The production values are fantastic. The ad was created by BBH and apparently they also created scripts for Hansel and Gretel, Cinderella and Humpty Dumpty but in the end The Three Little Pigs was chosen. It was filmed in two 20 hour sessions and then effects were added over a period of four weeks. The result is impressive.

While this is a comical idea the point it is making about open journalism is serious. The modern media is not just about reporters and journalists telling the rest of us what happened. We are all equipped with the means to report on events ourselves. It is increasingly common for ordinary people on the street to submit photographs and video footage relating to big news stories. Blogging and posting articles and comments online is a part of daily life for many. News stories that grip people spread like wildfire across our social networks. There are multiple sides to every story and we’ve never had greater access to a variety of forums for debate. Open journalism isn’t just about passively reporting on events, it’s about taking part in them and driving change.

Infographics: Too Much Emphasis on Graphics, Not Enough on Info?

I recently read an article about infographics on Co.Design and it really hit a nerve, because it relates to something that has been annoying me for a long time. How often do people simply accept the information presented in these visuals and the results that they supposedly portray without questioning either the data sources or the method of presentation?

In this particular article, Cliff Kuang shows a very specific example of how the same data can be portrayed on three separate bar graphs with each graph telling the viewer a very different story. On one hand, this isn’t really anything new – it’s just another way that people “creatively” use statistics to back up their own beliefs and statistics. But, there’s really more than that going on here.

In many cases, infographic designers probably aren’t really trying to misrepresent the data through the means they use to portray it. Often, they’re just focusing on making a powerful visual statement because, as graphic designers, that’s what they do. Instead, what’s missing in a lot of these designs is input from a data analyst – or someone who knows how to look at the data, see what it is truly saying and then give recommendations on how to best portray that “truth.”

So, here’s the big question. If you’ve ever hired someone to produce an infographic for your business or organization, did you focus mostly on investigating the potential producer’s design skills or did you look for someone who also had a background in data analysis? Along that same vein, have you ever seen an infographic that made you wince because you felt the method used to portray the data was completely wrong – so wrong that it would give viewers false impressions?

Image Credit: PhotoSpin/Kirsty Pargeter

Can You Launch a Startup in One Weekend?

If you would have asked me that question before this past weekend, I would have said, "Absolutely not".  But now I have seen it with my own two eyes.

I participated as a mentor in an event this weekend called "Startup Weekend: Tech Valley". This was one of dozens of these kinds of events around the globe and this particular one was in my backyard, in Troy, NY.  I personally have been in two successful startups in the town where the "Age of Innocence" was filmed.  One of them has IPO'd, the other one is still humming.

The concept is to bring lots of smart, hungry talent to bear with a few good ideas and see what can happen in 36 hours. Sprinkle in some mentors and service providers to help give them the advice they need over the weekend to launch a business, and there you go. A new company.

If you're one of those people paranoid that your idea is so unique and so great, then this probably isn't for you. If you read StartupWeekend.org's FAQ, you'll learn that 90% of the ideas presented have been pitched before. It's not because people walk in there thinking that they have to pitch low-IP (low intellectual property) ideas because they are afraid of it being stolen, but it's probably because someone has thought of your idea before. It's about execution in this case, and not uniqueness.

Here are some thoughts on who should hunt down one of these events and pitch:

1. You've had this great idea for a website or an app, but just never could get momentum going.
2. You're aching to do something new, feeling stagnant, and need to be reinvigorated.
3. You have started your company, but want to take advantage of a lot of brain power to get it going in the right direction.
4. You don't know anyone, and your Mom doesn't code.  So you want to meet people to help you, or be part of a team that needs your skill set.
5. You've been out of college for a while, and you want to relive the atmosphere of a two-day cram session.

All in all, it was an experience I am looking forward to repeating. Here are some links to learn more specifics about what happened this past weekend and when/where the next TechStartup Weekend events are:

• Holy Crap: Great Weekend for Startups in Tech Valley
• Erik's list of Tech Valley Startup Resources
• Startup Weekend Event Schedule

The Saints, Bounty Gate and Your Content Marketing Philosophy

The phrase on everyone’s lips right now is Bounty Gate...

I won't discuss the case here -- it isn't the place -- but I do have a topical point of interest to make, because the power of media and the part content marketing plays in your reputation relates massively to what has been transpiring in the New Orleans Saints' locker room in recent years.

Every social network, media outlet and discussion forum is abuzz with vastly differing opinions being aired, voiced, and deliberated. It’s a heck of a pickle and it reaches into the very soul of human integrity. It is such a huge issue of intent and misdirection from top to bottom of an organization.

But wait, Content That Rocks… this is a blog about content marketing right?

Right!

Stick with me on this…

When you think about the basic principles here -- and nothing is really this simple in the National Football League -- in a microcosm, should anybody, EVER play the game of football with the primary intent of hurting an opponent to the point where he could be permanently injured, and get rewarded for doing it? Wow, what values do you have? What type of integrity do you hold dear? In so many ways the same holds true in what you publish or read online -- especially when you are a trusted brand, product or service provider with a legacy to establish and preserve.

This is where we hopefully meet.

You see any organization, from the top brass of an NFL franchise to the home retailer trying to justify a scalable business opportunity needs to be VERY careful when delivering media, mission and messaging. It is so easy to get caught up in what will bring about a competitive advantage that ultimately results in ROI. Underhanded tactics, embellishment of truth, distortion of fact might look great, read great, say all the right things to excite a crowd, but you have no substance. You certainly don't have any modicum of integrity that today's online readership demands. 

Just as the New Orleans Saints are finding out right now, the truth will come out, eventually, some way, somehow. When it does, your entire reputation will be shot. How can anybody ever trust you again?

From there, it’s not about putting asterisks on trophies, dishing out fines or suspensions. This is not the NFL, but just as players and coaches are supposed to abide by fair play policy within the spirit of competition, this is your livelihood, your business at stake. Internally and externally you can cause irreparable damage without a quality content marketing focus that speaks the universal truth and to the right people. With your employees, customers and partners in mind, think about who you are representing and targeting. When you speak untruths and endorse embellishment, you are opening yourself up to suicidal business practices.

It’s a cynical world, and tough to gain a vantage point over your competitors in the endless pursuit of reaching audience and capturing market share. A model organization acts in good faith, trusting the quality of its products and services. It does not even consider the need to misdirect or distort. To do so would bring into question the very reasons why you are in business at all. With integrity and honor, your products and services will stand up to anybody, and your content marketing won’t land you in your own little world of Bounty Gate anytime soon.

More fool the Saints! More fool you if you choose to ignore this very important lesson!

Facebook Likes: Brand Marketing Dream

Do you identify yourself by the brands you like? Are you a PC or a Mac? Coca Cola or Pepsi? Burger King or McDonalds? What clothing brands do you wear? What kind of phone do you have? What kind of car? Like it or not we all project our brand likes to some extent. Whether you’re a fanatical member of the cult of Apple or you just love the taste of Mars Bars.

Facebook takes your likes to a new level by making them explicit. You can publicly like brands and in effect recommend them to your friends and family. You can also opt in to receiving a wave of marketing from your favorites. If you engage with the brand then you’ll see updates from them popping up regularly in your news feed. It’s not enough just to like them, they have to engage with you to get the traction they need because Facebook is checking behind the scenes and culling a lot of stuff from your news feed to prevent you from being swept away by a tidal wave of irrelevant updates. This means they need to suck you in with competitions, apps, games and all the other marketing tricks they can conjure.

Advertising has come a long way. The success that many brands have had engaging directly with consumers through social media has led to a crowd struggling to climb onto that bandwagon. Social media is cost effective and measurable so it’s a win-win for marketers. If they can get you hooked then their brand will be your friend for life and your public declaration of like will act as a free ad aimed at everyone you are connected to on Facebook. You can see why brands are happy to spend on social media presence from Facebook to Twitter to Google + and beyond, has it ever been so easy for them to get people to effectively sign up to receive marketing?

The stats for the most liked pages on Facebook make interesting reading. Predictably enough Facebook itself is number one with over 63 million likes. The Texas HoldEm Poker game is number two with over 58 million likes.  YouTube is number three with over 54 million likes. You’ve then got Eminem, Rihanna, Lady Gaga, Shakira, Michael Jackson, Family Guy, and Harry Potter pushing The Simpsons out of the top ten. The top of the charts is dominated by music acts, movies, games, sports teams and stars and TV shows.

The first big recognizable brand is Coca Cola at number 15 with over 40 million likes. Starbucks pops up at 34 with nearly 29 million likes and you’ll find Oreo at number 48 with over 25 million likes. Skittles at 61 with 21 million likes are way ahead of the mighty McDonalds at 83 with only 17 million likes. Interestingly the top religious page is Jesus Daily at number 134 with over 12 million likes just below the LA Lakers and System of a Down.

So what does all this mean? Why are people willing to surrender their privacy and broadcast their favorite brands? Maybe it’s because they see these brands as part of their online identity, just like their favorite music, movies or books, or maybe it’s because they can get free stuff. What do you think?

If you want to check out the charts for yourself then you can find them at Page Data.

Content Marketing: Backing Up Theory With Facts

The phrase "content marketing" gets tossed around a lot these days, but there are still a few groups who haven't fully realized the value of good branded content. Yes, the term may be a little overused and sound a bit too buzz-wordish, but that doesn't mean it's just another passing fad.

I'm a firm believer in the importance of content marketing – no matter what industry you're in – but I'm also much happier when there are facts to support the theory. Brafton has put together a great infographic (shown on the right) that illustrates some of these facts. If you want to see a larger version, just click on the image and you'll be redirected to Brafton's web site.

Here are some key figures from the infographic that really caught my eye:

• 61% of consumers are more likely to purchase goods from businesses that offer custom content. Just think what a difference that would make to your conversion rates.
• 60% of business decision makers say branded content helps them make better product decisions.
• 27 million pieces of online content are shared each day.
• 60% of content-sharing messages specific to an industry mention a brand or product by name.

What do you think of these statistics? 

Maybe this is a more interesting question: What are the primary barriers that may be holding businesses back from investing more money in a content marketing strategy?

Infographic Source: Why Content for SEO?

Why Baby Boomers Take Baby Steps with Digital Media

It’s time for me to admit the favorite time of my day is not posting on Facebook, tweeting and retweeting and reevaluating my profile on LinkedIn. I’m confused on tinyurls and the need for #FF so everyone knows it’s Friday. I have a Klout score but I don’t know how I got it and as far as Facebook goes, while I try to post the articles I write, no one seems to read them and instead, my friends post jokes and comments on bad days, birthdays and wow did you see that? I have been trying to create a Google+ hangout for a week now and I’ve just about given up!

How dare I make these statements?

It’s simple really—I’m a baby boomer and I fear digital media almost as much as when it was first rumored the Beatles were breaking up!

Growing up in Pittsburgh Pennsylvania, my parents had four daughters born between the years 1949 and 1959—I being the last born. Even though I could probably cheat my way into Gen X, those born from 1964 and forward, I must admit, I fear their digital media knowledge.

I found an awesome post on baby boomers and digital media by Jamie Carracher on Mashable. In his story “How Baby Boomers Are Embracing Digital Media,” he points out in 2011 there were 80 billion baby boomers turning 65, who are essentially now old folks or senior citizens. At 53 years of age, I feel their pain because I am close behind. Carracher also reminded us who are media-handicapped that the father of the Internet, Vinton Gray “Vint” Cerf will be 69 years old in 2012 so he’s been a senor for a while now. I wonder how he’s coping?

Carracher admits seniors are using some media: “…recent trends show older people are among the fastest-growing demographics online” and “Internet users 50 years old and older has nearly doubled to 42% over the past year (2011). And, that “In the U.S. alone there are nearly 16 million people 55 and older using Facebook.”

I must protest Jamie sir! Ever seek out those 55 and older and take a gander at their Facebook pages? You’ll find sonograms of grandbabies, wedding photos and announcements and well, maybe even a few angry parents shooting a laptop or two. What I see when I look at my friends who are my age and older are posts on “Let’s do lunch” or “Heck you finally figured out Facebook!” or “Isn’t it nice to be retired?” That’s not using digital or social media—we of this age are now boring and turn to the fodder from our children and grandchildren in an attempt to be Internet savvy.

My husband recently gave me a new car. It’s a 2011 Chrysler 300C Hemi with an 8 cylinder engine. The car practically drives itself, has parking assist and I can even push a button and have cold air flow upward in my driver’s seat in case I’m having a hot flash. There’s even a button to keep my drink cups hot or cold. It also has voice commands in case I’m too lazy to press buttons. For example I can say, “Navigation” or “Phone” or “Climate” and the friendly voice will ask how they can help me. This means I have to say something back. Since my dogs (I have six) travel with me a lot, the commands given are usually barks or woofs and the computer in my car says, “Canceling Voice Chat!” so I’m back to relying on buttons again.

A typical trip in my car alone requires me to file a “flight plan.” Are the seats adjusted, are my mirrors where I want them to be? Where’s that button to move the steering wheel and adjustable pedals?  Where’s the fuel button to open the fuel door in case I have to get gas? And, since I don’t need a key (you just step on the brakes and press a button) I have to ensure my keys are in the vicinity of the vehicle such as my purse. I have to set up navigation favorites because the computer won’t let me change where I want to go while driving—I can, however, change if I’m stopped at a traffic light, but heck, I’m almost a senior citizen and my mind isn’t that fast!

Of course many of you are probably saying, “You can preset all those things!” Well, I know that! I’m not stupid, I just don’t want to sit in front of my TV and watch an hour long DVD on how everything in my car works! I want to read about it—but the manual is the DVD! I’ve tried to pair my phone to UConnect several times and have failed so I’m starting to think those headsets you clip to your phone with a super magnet will work just fine.

These are just the tech things in my car! Can you image what I face daily on the World Wide Web? At least good old Jaime Carracher offered in his post the American Association for Retired People (AARP) is taking advantage of Facebook and Twitter. According to Carracher, “One recent post (Facebook) on people who have given up landlines for mobile phones sparked 138 comments.” That amount of comments doesn’t seem high to me when you consider the number of hours folks spend on YouTube. The point of Carracher’s observations are the words “one recent post”; one doesn’t impress me much. Get back to me when every AARP Facebook post receives a comment—even two.

Then there’s Twitter where I’m supposed to spread the word about what’s up right now in 140 characters or less, and use a tinyurl! As far as Twitter goes, I can Tweet, but attempting to @tweet someone or #something is lost on this almost-senior.

Further, what is Klout anyway? Apparently my score isn’t as high as some of my writing colleagues and actually, I don’t care. Google+ seems to be taking over and if you’re not +oneing—you better start now! It doesn’t matter what you +one, just make sure it’s something you’re interested in so if questioned on your post, you can provide a knowledgeable answer.

I’m lost on LinkedIn and this is one digital social media venue that wants my money in order to see total profiles and contact others who are LinkedIn—sorry folks, I only go for the free digital media. So again, my LinkedIn page is in bad shape.

I’m sure somewhere out in digital media world there are folks like Carracher who writes a blog “Aging Online” and a visit to his blog left me feeling a little better about my digital media use and knowledge. I am not alone! My sister is also a writer and I remember a few years back when I was helping her figure out how to install a computer program. I told her to put the CD in her computer tower where the CD slot was. Bless her soul, she told me her computer didn’t have a “tire.”

Of course the anonymity of the Internet will keep me forever young and I can be as pretty and sassy as I want to be. No one need know I’m a grandmother or that watching Swamp People on the History channel is more exciting to me than watching American Idol on Hulu. You know, in reality the reason I like Swamp People is the people who appear on the show have thick Louisiana accents so the show comes with subtitles—yep my hearing isn’t what it used to be either.

Someday, when my grandson is 18, I hope I am still on top of what’s new in digital media. I guess if I stay involved in top trends, actually partake in some tutorials and ensure Carracher’s blog is my new BFF, I’ll be fine. But if not, I’m okay with that too. Oops, time for my afternoon nap. Till next time! 

Image Credit: Stuart Miles / FreeDigitalPhotos.net