by Jacqueline Koch | Apr 25, 2016 |
By Janinne Brunyee
Participants on the *Digital Innovators’ Tour got to experience LinkedIn’s brand new building in SOMA which is the startup mecca in downtown San Francisco. In spite of having moved in only four weeks ago, our LinkedIn host, Jessica Chan, who is responsible for business and strategy, seemed right at home in the bright and creative space.
In addition to a mini tour of the building, participants also got a tour of LinkedIn’s evolving content strategy. According to Chan, the key goal is to provide content on LinkedIn that helps make them more effective at the job they are in today.
Inside LinkedIn’s content strategy
“Early on, we started working with a wide range of publishers spanning a range of topics and tried to get their content into our ecosystem. The challenge was how to surface this content to our members,” she said.
The team then started looking at how they could segment the content into categories that they could encourage members to follow. For example, TechChrunch content was channeled into a technology channel.
According to Chan, this was not a scalable way of surfacing content which led to the birth of LinkedIn’s “relevance teams’ – groups of engineers who parse through the content and surface it to members.
“For this to be effective, we need members to tell us what industry they are in, what content they are interested in etc.,” she said. “That ties into the broader aspect of identity on LinkedIn and why we encourage members to fill out their profile in its entirety.”
But this was still not the complete solution to the problem of effectively surfacing content to users. “The major disconnect historically was that the content team worked separately from LinkedIn’s flagship team who was distributing content. This also created challenges for publishing partners,” she said.
The teams took the feedback that there was a huge disconnect between content acquisition and content distribution and made strategic changes. In December, LinkedIn completely relaunched their flagship mobile product which used to be a ‘hodgepodge’ feed of information. This was not a great experience for members or partners and so the content team worked with the relevance algorithm team to optimize the feed.
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* Boost! Collective was the US-based organizer for the 2016 Digital Innovators’ West Coast tour for FIPP and VDZ.
by Jacqueline Koch | Apr 22, 2016 |
By Janinne Brunyee
There is a growing trend in San Francisco/Silicon Valley where corporations are considering startups to be outsourced innovation labs – a kind of ‘try before you buy environment’. This means that corporations work with organisations like RocketSpace, a technology campus for entrepreneurs, startups and corporate innovation professionals, to identify startups working in areas of interest – and then acquire them so that they can take their products and services to scale. RocketSpace was the first company participants on the *2016 Digital Innovator’s Tour visited on day one.
RocketSpace, which has been home to startup up ‘unicorns’ (companies now worth US$1bn) including Uber and Spotify is increasingly developing services to bridge the gap between the startup world and the corporate world.
RocketSpace’s SVP of sales, Boris Pluskowski says, the company teaches corporates:
- Which startups they should be looking at – corporate clients identify an area of interest and RocketSpace finds the set of startups operating in this space and makes the introductions
- How to work with startups – RocketSpace guides corporate clients on the realities of collaborating with startups
- How to work like startups – corporate clients learn how to innovate at scale and pace
An increasing number of corporates are setting up innovation labs at RocketSpace and international startups from countries including Australia and Brazil looking to expand their presence in the US are using the firm as a local launch pad. RocketSpace then introduces these foreign startups to critical Silicon Valley resources.
On the flipside, RocketSpace is seeing their startups looking to be acquired by a corporation as their key strategy. Fewer and fewer are expecting to become unicorns, Ron Yerkes, RocketSpace’s director of corporate innovation services said.
At the same time RocketSpace is seeing a growing trend where founders are realising that they have to be part of an ecosystem to succeed. “It’s very rare that two guys can create a successful venture in a garage these days,” said Pluskowski. Instead founders understand that ‘it takes a village” to succeed.
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*Boost! Collective was the US organizer of the 2016 Digital Innovators’ Tour for FIPP and VDZ
by Jacqueline Koch | Apr 18, 2016 |
By Steven Wise
We’re about to witness a renaissance in live internet video thanks to a convergence of factors, both technological and social. Although live video streaming has been possible for almost 20 years, early live content was largely limited to broadcasting sporting events, where much of the fun is seeing the action as it unfolds.
For most other content, on-demand was a more suitable model, and viewing recorded programming was a familiar consumption model based on the precedent of TV content (other than news and sports). The latency imposed by bandwidth and processor limitations and the tethered nature of internet access, tended to steer content providers towards on-demand.
So what’s changed? In 2016 where mobile internet devices abound, most of us have a camera with us at all times (in our phones), and 4G networks are able to deliver real time video that’s good enough for people to want to watch. Beyond the technical evolution, the way we communicate has fundamentally changed. User generated content and social media have led to new attitudes about the role of real time information and experiences.
Who’s who in live streaming video apps
The release of the Meerkat live streaming video app in early 2015 drew a lot of tech media attention to the live streaming category. The app made it simple to broadcast live video from your smartphone to your Twitter followers. AdWeek credited Meerkat with making ‘the biggest splash in years’ at South by Southwest. Yet, its day in the sun was short-lived. Weeks after Meerkat’s launch, Twitter hobbled the upstart app by severing access to Twitter’s social graph (i.e., Meerkat uses couldn’t automatically connect to people they already followed on Twitter). Almost simultaneously, Twitter finalised the acquisition of Meerkat competitor Periscope.
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Periscope, like Meerkat, is a social media app that makes it easy to broadcast your life to your Twitter followers. However, it adds the useful option of saving streams to replay them later. Periscope has been integrated so deeply with Twitter that you don’t have to open or even have the app to view Periscope videos from within a Twitter feed. Viewers with the app can tap their screen to ‘like’ the content, which places heart icons along the edge of the video stream.
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by Jacqueline Koch | Apr 11, 2016 |
By Jacqueline Koch
For those who believe in the power of ideas, 2006 marked an inspiring moment in the digital space. It was the online debut of a rapidly growing collection of brief, well-choreographed, expertly lit and precisely paced lectures, or ‘talks’. They were focused at the intersection of technology, entertainment and design and are now well-known worldwide as TED. What has happened in the 10 years to follow, from 2006 to 2016? A lot.
When describing TED as a human network that ‘connects the idea-hungry elite’, Fast Company hit a nerve. But it’s not just about the elite anymore. The TED slogan, ‘ideas worth spreading’, has fueled a ravenous fascination and TED’s expanding footprint over the last decade has much to teach us. It is a unique case study: a non-profit that successfully transformed the generic keynote speech into a worldwide movement.
Consider a few figures for background. Six years after unleashing TED talks online, TED.com hit one billion views. This was just a preview of the spectacular surge to come. From 2012 to 2015, TED.com tripled the number of views to reach three billion. With 2,400 videos online today, the global appetite for TED is nothing short of insatiable.
Highly nutritional food for thought
‘What sets TED Talks apart is that the big ideas are wrapped up in personal stories and they’re mostly from people you have never heard of before,’ said Charlie Rose in a 60 Minutes episode exploring TED’s unusual value proposition. ‘And it is those stories that have captured the imaginations of tens of millions of viewers around the world.’
Taking a closer look, TED is both non-profit and big business with a hearty following in both the digital and physical world. The original one-off conference, launched in 1984, continues to influence TEDGlobal. International luminaries, innovative thinkers and thought leaders convene to make a case, take a stand, or deliver an ingenious, credible and forward-looking talk—in 18 minutes or less.
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by Jacqueline Koch | Apr 7, 2016 |
By Christopher Ross
Content marketing has become a huge industry with many players including a vast number of service providers, proclaimed experts, trade journals and conferences. It really is the next big frontier in marketing.
Today there is not a marketer, brand or business who is not trying to advance some form of content marketing strategy. What they have all figured out is that content marketing is not merely about selling, but about telling a story, starting an actual dialogue and trying to develop a relationship that makes the consumer want to stay engaged, and better yet, want to come back.
While telling a story to engage the customer might be new to marketers, it is the cornerstone of what publishers have been doing for centuries. Greg Satell of the Harvard Business Review said “marketers do need to think more like publishers, but they also need to act more like publishers if they are ever going to be able to hold an audience’s attention”.
Wouldn’t it make more sense for publishers to wrap their heads around how they could sell their storytelling strength to businesses as a way to generate a new revenue stream? The argument can easily be made that the publishing industry has more legitimacy and qualification to participate in the delivery of content marketing and receive its share of the pie.
Currently many businesses are creating their own in-house capacity for content marketing while others are hiring outside agencies or even leveraging a burgeoning labor pool of virtual writers. However, in this mad dash to find the skills and resources to plan, create and sustain all the content needed, why wouldn’t these businesses consider turning to publishers? This is an industry with the proven strengths and successes in this area.
Publishers may see this trend as a logical next step to generate more revenue from an infrastructure already in place. From an opportunistic point of view, the publishing industry is extraordinarily well-suited to deliver content marketing services for three reasons:
by Jacqueline Koch | Apr 7, 2016 |
Now that 2016 is off to a running start, it’s a good time to take a step back and look at some of the social media trends that are expected to make an impact this year. From livestreaming on social media platforms to enhanced image search on Pinterest, there are some exciting developments that are transforming how users interact with social media.
Livestreaming on social media
Real-time streaming is one of the biggest trends hitting social media this year. Companies as diverse as VISA and Spotify are using livestreaming applications like Meerkat and Periscope to drive deeper engagement with their customers who continue to crave intimacy and immediacy.
And the cost of entry remains low because livestreaming apps turn a phone’s camera into a live-streaming device, broadcasting everything it sees to a user’s Twitter followers with the tap of a button. In January, Twitter-owned Periscope took livestreaming one step further by integrating with GoPro to let its 10 million users broadcast to their followers from an action camera connected to an iPhone.
Paul Ronzheimer, a journalist from German publication Bild, used Periscope to help Syrian refugees tell their stories to the publication’s readers. ‘Periscope’s features include the ability for viewers to comment during the broadcasts, which in this case often included questions that the refugees could answer live and unmediated,’ he said.
On a lighter note, BuzzFeed recently used Meerkat to live-stream the ‘vigil’ for Zayn Malik—a teen-driven, reaction to the pop singer leaving the group One Direction.
Facebook has also joined the livestream party with Facebook Live. According to Facebook Live team members Vadim Lavrusik and Dave Capra, on average people watch a video more than three times longer when it is live compared to when it is not. To share a live video, users simply tap ‘What’s on your mind?’ at the top of their News Feed and select the Live Video icon. With 1.5 billion users, Facebook is sure to be a driving force behind the adoption of livestreaming on social platforms this year.
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