Factory Media talks Programmatic and Native Advertising

HTC One Skatepark

Guest author Chris Talintyre is Head of Audience Development & Activation at Factory Media and talks about the power of understanding huge audiences in real-time and the opportunities it’s bringing to leading brands targeting sports enthusiasts.

As consumers increasingly share content, it’s creating a huge amount of data to analyse giving us insight on not just our readers (think boarders, skaters, surfers, BMXers) but their friends, colleagues and contacts. We can better understand and connect with them through really engaging content, such as the recent work we did with HTC One and the creation of a free world-class skate park at Selfridges.

Given the prestige of the brands we work with, the services we offer must be as cutting-edge as possible. Programmatic platforms are growing rapidly and now account for 28% of the UK display ad market due to their engagement and target abilities. This is what encouraged us to further engage fans and stay ahead of the competition. To do that, we partnered with RadiumOne, experts in programmatic advertising, and created an ‘audience insight’ tool.

Based on RadiumOne technology, it helps us to understand our 22 million strong audience, while giving us extended insight on the global reach of our connected audience – a huge 250 million people – which is pretty informative! We partnered with RadiumOne as we were impressed with the level of sophistication and in-depth insight it could give us on our audience. Our clients come from a diverse range of sectors, and want to be aligned to an active ‘outdoorsy’ audience. Bringing clients into markets they may not naturally integrate into, is a valuable offering for us.

Working with RadiumOne we’ve been able to aggregate at scale, in real-time, sharing activity to build a map of interaction (by using their sharing widget and link shortener). We can track all sharing touch points not just for interactions but more general interactions across the web, for instance, what a user shares more broadly with their friends and contacts. This is in very granular detail and can be right down to the last item bought.

This is where native and programmatic cleverly works in tandem. By packaging up content on behalf of one of our sponsors, into an ad unit (such as a competition or social feed) we can create an engaging experience for the reader. The reach of this content can go much further by also sending it to our readers’ connected audience. We do this based on the preferences made and websites visited by them, so we can serve them with different forms of advertising. It’s engagement in context.

Ultimately, this host of technologies help magnify campaigns to reach more people. Our campaigns are visual, and the audience is vast so we need to tap into every degree of interest through this repertoire of technology. We saw the market opportunity for native and programmatic – now we’re offering an increasingly attractive proposition to leading brands. It was a no brainer for us and we haven’t looked back. We’re excited about winning new business and embracing the other opportunities it will afford us.

HTC One Skatepark Trade Media Video – hires a Skateboarding video by Factory Media

Factory Media is Europe’s largest specialist sports media owner. We focus on bike, board and outdoor sports and work with some of the most recognisable brands in the world such as Nike, British Airways, Jeep and O2.

Chris TalyntireChris Talintyre is a media marketing specialist with over 15 years industry experience. With skills ranging from digital marketing, video, direct marketing, subscriptions, through to social media. Currently working within action sports, developing off and online assets to effectively monetise them and extending brand reach.

The meaning of 100 million Facebook likes

ShakiraColombian singer Shakira has set a new social media record after becoming the first person ever to reach 100 million likes on Facebook. The milestone has formally been recognized by Guinness World Records.

In its report, TheJournal.ie says that the only other page which has more likes than hers is Facebook’s own Facebook page. And 100 million likes has a sharp perspective when you consider it from a metrics point of view as The Wall Street Journal does:

[…] That’s 8% of Facebook’s universe of 1.28 billion monthly active users around the world.

The Journal also notes in its credible report that along with her Facebook fame comes spam, fakes and other headaches, undoubtedly needing an army of overseers to run the Shakira brand on Facebook (and elsewhere on the social web).

And Shakira herself – what does she think of this pinnacle of fan love? Guinness World Records reports her saying in a video message:

“I am honoured and humbled about reaching this milestone, because it’s one that’s purely about connecting with my fans from all parts of the globe. Social media and specifically Facebook has helped myself and other artists bridge the gap between the stage and the audience.  We’ve been able to create a conversation, where both artists and fans can share with one another their thoughts, achievements, the most important moments of their lives in photographs and videos, and have a real, ongoing dialogue.”

And Facebook?

Justin Osofsky, Facebook’s VP of Global Operations and Media Partnerships, said: “The combination of Shakira’s global appeal, her authentic engagement with fans and her use of Facebook as a multi-media platform has positioned her to achieve the incredible milestone of 100M fans.”

Creating a conversation, authentic engagement and a platform where those things happen. A powerful combination.

Take a look at Shakira’s Facebook page (that now shows well beyond 100 million likes).

Be recognized for UK social media excellence in #somecomms 2014

2013 winners

It’s only three months until the winners of the 2014 UK Social Media Communications Awards competition will be announced, and the deadline for entries is now upon us – Friday July 18 is the final day of the extended entry period.

Over the next few months, the panel of judges – I’m thrilled to be one again this year – will be pre-scoring, evaluating and short listing that lead up to deciding who the winners are.

Everything culminates in a really great awards event at the Emirates Stadium in London on October 23 (here are pics from last year: and crazy fun!).

Now in their fifth year, the UK Social Media Communications Awards celebrate the very best in UK social media communications, and recognize and reward the individuals, companies and organizations who are using online platforms to communicate in fresh and innovative ways.

If you haven’t yet entered, you’ve still got 24 hours!

2014 UK Social Media Communications Awards

The art of the business tweet

Wednesday

A question I used to hear a lot from people in business is “How do I tweet?” Today, that question has evolved into “How do I tweet effectively for my business?”

The response is quite a bit deeper than answering the question purely in terms of writing out a text in 140 characters or less and hitting ‘tweet.’ Participating on Twitter is as much about listening to what people are saying as it it about adding your tweet to the conversation. Twitter itself has some great how-tos and tutorials.

It’s also about what to say and when to say it, two topics that are the focus of a neat video that Twitter has just published. Simple in its concept and execution, this video is one of the best I’ve seen that will give you a good and clear sense of some simple steps you can follow that will give you confidence in using Twitter effectively in your business communication.

The video will help you understand these five key points:

  1. Make a plan: what’s your goal and how will you measure its success?
  2. Be clear on who your primary audience is: in this case, your customers.
  3. Create a calendar: decide what you’ll tweet on which day.
  4. Think about what you’ll tweet: is the content relevant to your audience?
  5. When people in your community respond or ask questions, make sure you reply.

And the best advice of all:

How you tweet and how you respond to your followers matter as much as face-to-face interaction. So be friendly, be helpful and be yourself.

Using Twitter effectively in business may not be a science. But it is an art.

Would you be happier without Facebook?

99 Days of Freedom

If you were not happy – outraged, even – with how Facebook behaved over the mood experiment they conducted last month, an experiment from a Dutch creative agency might be right up your street.

What Facebook did was manipulate information posted on nearly 700,000 users’ home pages that showed that the social network could make people feel more positive or negative through a process of emotional contagion.

Now Dutch creative agency Just has come up with 99 Days of Freedom, a call to action for Facebook users to demonstrate their disapproval of Facebook by switching off from the social network for 99 days.

[…It] asks users to refrain from Facebook use for a period of 99 consecutive days and report back on how the hiatus affects personal notions of happiness. The initiative’s website, 99daysoffreedom.com, provides a set of simple user instructions, which include posting a “time-off” image as a profile picture and starting a personalized, 99-day countdown clock. From there, participants are asked to complete anonymous “happiness surveys” at the 33, 66 and 99-day marks, with results posted to the initiative’s website as they’re compiled. The initiative will also host a message board through which participants can post anonymous accounts of how an extended break from Facebook is impacting their lives.

It’s a kind of mood experiment in reverse.

It’s also a cool initiative that gets Just a lot of attention for its imagination and creativity, as well as for the initiative itself. If it gets traction, it could focus considerable public attention on broad issues of online behaviours, manipulation of those behaviours by social networks, what companies do with our personal information, how we spend time online, etc – all hot topics today and great ones for ongoing public debate and discussion.

In its press release announcing 99 Days of Freedom, Just also talks about the amount of time people spend on Facebook:

[…] According to Facebook, its 1.2 billion users spend an average of 17 minutes per day on the site, reading updates, following links or browsing photos. Over a three-month period, that adds up to more than 28 hours which, the initiative’s creators contend, could be devoted to more emotionally fulfilling activities – learning a new skill, performing volunteer work or spending time (offline) with friends and family.

The subjective conclusion will appeal to many users, to be sure. My view is that many other users will be quite comfortable from an emotionally-fulfilling perspective – or any other one – with spending 28 hours on Facebook during any three-month period.

You could apply the same argument to Twitter, Google+, LinkedIn… Horses for courses.

Still, 99 Days of Freedom is an interesting experiment and it will be equally interesting to see how it goes, how many people sign up to do it – 16,748 when I looked at the website just now – and what conclusions arise at the end of each person’s 99 days. I’d love to see a brand try it!

Give it a go?

Enjoy life!

 

The only way is ethics #PRethics

The debate in Committee Room No 10 / pic by Kate Matlock

Committee Room number 10 in the House of Commons in London was the setting in the evening of July 7 for a vibrant debate on a big topic, formally titled “Wearable technology is an ethical nightmare for the communications, marketing and PR professions.”

Organized by The Debating Group and sponsored by the CIPR, the motion was proposed by Stephen Davies and seconded by me; and opposed by Stephen Waddington and seconded by Claire Walker.

About 100 people formed the audience, many of whom contributed opinion and running commentary on Twitter as each of the four speakers made their cases for the motion and against it. Once the formal addresses had been made, debate chair Alastair McCapra opened the debate to the floor where 18 people offered their perspectives to the debate.

It was a most interesting few hours. Opinion during the motions seemed pretty evenly divided, which seems to me to be fairly reflected in the commentary on Twitter. But when it came to the moment of voting, we were firmly defeated – 55 votes against the motion with only 28 for it.

Yet those stark numbers hide one reality, which is that it’s clear to me that this topic is not as black and white as it seems, offering only agreement or disagreement as your options. It is phenomenally nuanced, with so many shades of grey, and where almost everything you might say needing to start with “It depends.”

It’s also clear that the two opposing sides to the motion were far closer in thinking and belief than it may seem. Closer in the view that the topic is largely about people’s behaviours rather than about the wearable tech – meaning, what the tech enables people to do and so what they do or don’t do with it – and largely about providing codes of conduct that would be the roadmap for PR practitioners’ behaviour in how they use wearable tech.

I wholly support that idea although I’m far less optimistic that PR practitioners will simply abide by a code of conduct and not do bad things. If some PRs can’t get even the basics right, why should I have confidence that they can be trusted to do the right thing on their own with something far more important? Having a code is great, but it needs by-example leadership and professional behaviour to make it work at all.

Hence the “it depends” idea where I firmly believe that there won’t be an ethical nightmare as long as we – the profession, consultancies and clients, and individuals – take firm and clear steps to make the landscape anything but an ethical nightmare. We must do this, actively and proactively, collectively and individually.

Unlike my fellow speakers in the debate, I didn’t make a prepared speech. Instead, I prepared talking points from which I highlighted my perspectives to support Stephen. For the purpose of this narrative, let me highlight the bottom line of my argument:

Is there (or will there be) an ethical nightmare for PR, marketing and communication professionals?

I have 3 answers…

Yes, if…

1. Yes, if we do nothing to raise awareness and educate our publics on the SWOT of wearable tech.

2. Yes, if we fail to recognize the critical importance of the trust consumers place in our clients, in our employers and in governments that their behaviours are ethical.

3. Yes, if we fail to take advantage of the opportunities to advance our profession at the vanguard of understanding the ethics, scope and scale surrounding the enabling technologies that are before us, and what they will do – and do not – for our clients, our employers, consumers and businesses, and society at large.

Will we do this?

You tell me.

And here’s the argument in detail by the lead debaters:

My complete notes on Scribd:

I’ve seen some great reports and commentary about the debate, notably:

And of course, the curation of all the tweets, etc, in Storify by Gabrielle Laine-Peters:

And finally, credit where credit’s due – hard to resist a pun on the word ‘ethics’ as I use in my headline above. “The only way is ethics” is a play on “The only way is Essex,” a popular (?) reality TV show in the UK. So, full credit to Wadds for first use in the debate!