For the last year or two, we’ve had an interesting book club at Flightpath.  Every couple of months, we choose a book, order copies for whoever’s interested in reading it, then get together over lunch for a spirited discussion.

This time out (on my recommendation) we read Crush It!: Why NOW Is the Time to Cash In on Your Passion by Social Media personality Gary Vaynerchuk (@garyvee).  While one staffer said the writing was at a fourth grade level and Gary could come off as a tool, the general consensus was that it worthwhile reading.

Even though I’ve kicking around digital marketing since the mid-nineties, I found Gary’s straightforward ideas around choosing platforms – from Wordpress to Facebook to UStream – to be thoughtful, to-the-point and informative.  I also agreed with the premise that social media success requires commitment and hustle and took to heart the concept that real triumph is predicated upon truly engaging with a broad community of bloggers, tweeters, etc.

Much of the Flightpath team discussion revolved around the concepts of passion and authenticity (agreeing with Gary’s thesis that if you’re passionate about what you’re talking about, authenticity will shine through).  We added a third attribute to the pyramid – knowledge – arguing that together, these three traits make for a compelling online (and real-life) presence.

Recommended for anyone interested in growing the influence of a blog, video blogging or social media in general.   A quick, quality read.  If you have future book club recommendations, feel free to leave them in the comments.

As Flightpath prepares to release some iPhone apps this spring, a few of us attended a New York iPhone Software Developers Meetup, featuring a presentation by Greg Raiz (@graiz) of Raizlabs– a Boston-based app development shop.

Greg shared a lot of valuable insights into the app business but a paraphrase of the one that resonated with me most is “don’t ship your app – launch it.”  This concept can have two associated wins:

1) Implementation of a comprehensive  pr/marketing plan for your app, can drive immediate interest via blogs & traditional media channels.

2) By going out of the gate strong, you can take advantage of the App Store’s built-in system/algorithm that rewards success.  (The more downloads you get in a short amount of time, the more prominent you become in the app store).

Articulate a good story about why your app is interesting, outstanding or unique and make it easy for bloggers/press to write about with supporting tools like:

• Screenshots
• Copy/Paste Quotes
• Press Releases
• Demo Videos

Another key nugget of wisdom Greg imparted was his take on the 3 biggest design decisions for an app:

• App Icon
• App Name
• First Screenshot

Wise decisions on these fronts can help minimize odds that you’ll end up in the app scrap heap.

Last year, one representative from Flightpath traveled to the SXSW Interactive Conference in Austin.  This year we sent four – including me.  Next year, I hope we’ll send eight or more.  As I decompress from the last five days in Austin, Texas, I wanted to try and reflect on reasons why we need to be there. So, I crafted this subjective, Flightpath-centric list of the Top 10 Best Reasons to Attend SXSW Interactive.  Hopefully, next year’s Flightpath contingent will be able to use this list in planning for and experiencing the event.  I trust it’ll have some value for those beyond our agency as well.  

1. Identify and learn about new/innovative things can be immediately integrated directly into our work to deliver better experiences, provide more value to clients and make our day-to-day more interesting and productive. 

2. Get a broader understanding of the competitive landscape by seeking out and interacting with people from other agencies similar and dissimilar to ours.

3. Get to know other people beyond the agency world who are doing interesting things in other parts of the industry. 

4. Attend the Web Awards Show as a team – a very important way to stay on top of some of the best work in our industry. Share and discuss opinions on the award winning work during and after the event.  Similarly, seek out talks/panels with industry leaders in order to learn from some of the absolute best.

5. Learn and share things that aren’t necessarily directly aligned with your job but are relevant to others in our organization that weren’t able to attend.

6. Tweet, blog, and report on things of interest to clients, colleagues and others.  As was drilled into my head at countless SXSW talks: all companies, brands, etc. are content producers and programmers.

7. Meet with clients and partners who may be in Austin with you.  Make best efforts to plan meetings prior to traveling to Texas.

8. Go out of your way to identify new revenue-driving business/agency growth opportunities aligned with things you learn, people you meet or trends you identify.  Try and come home with a meaningful list.

9. Swap stories, ideas, learnings and experiences with colleagues while in Austin.  It’s an interactive conference and should be experienced interactively as a team – not individually or in silos.

10. Take advantage of the time in this creative environment to decompress and think about your role and day-to-day work  from a fresh perspective.  And while you’re at it, be sure to take advantage of the parties, food, music, weather, lakefront and everything else the city has to offer.

Thanks to everyone I met in Austin for being so open, enlightening, gracious and kind (except for the guy that tried to charge $300 of Patron shots and nachos to my hotel room).  I look forward to meeting more of you at next year’s conference.

Two designers from Google (@leggett and @darrend) made a fascinating presentation this morning at SXSWi around prototyping web apps (#prototypingwebapps).  Starting with the premise that your end goal is to “ship experiences people love” they laid out some guidelines and recommendations for quick, effective prototyping of web apps that:

• Help make your ideas awesome
• Get other people excited about your ideas

The opinion was shared that wireframes don’t really let you see what things look like, a mock up is better, but a prototype is ideal as it lets you see how interaction will work – this elevates the level of discourse and engagement from those who are providing feedback. Prototypes also help you see more flaws in the design.

PROTOTYPE TYPE 1 – Slideshow
A great place to start is with a straight-up slide show whereby clicking on any area on the screen brings you to the next screen.  How much code does it take to show an interaction? None!  Dump in a folder of comps and out comes a slide show.  One step further is to put it in a browser to make it reflect what your app will look like that much more.

PROTOTYPE 1A – Slideshow with Video
The straight-up slideshow  is hard to pass around so, a second approach is to make a video: A simple little 3 minute screencast of someone using the slideshow prototype with narration,  etc.  These get passed around really easily… hopefully, it leads to getting your app greenlit.   (Remember, of course, that it’s all got to be predicated on good feature design.) Adding a story, joke or some kind of surprise can make the thing that much more compelling. 

PROTOTYPE TYPE 2 – Hotspot
If you want others to actually be able to use it, construct a HotSpot Prototype.  This type of prototype lets you represent actual action and an advantage of this over a slideshow is that you can branch.

There are a couple of cheap ways to do it… Fireworks will let you export slices/click targets or you can throw it into Powerpoint, but these don’t really feel real.  (At Google, they have a script for doing some of this stuff in a prototype.)   You can add more than just click targets (like text or input fields) to ramp it up,  but at some point you eventually hit the end and it gets arduous to iterate, so be judicious with the paths/opportunities you enable.   A good rule of thumb is to think of the effect you need, think of the change of state you need and think of “how do i make it look like the effect that I need?”  The presenters like to “be as scrappy as we can be so we move on and iterate on our design.”

PROTOTYPE TYPE 3: HTML PROTOTYPE
When heading down this path, continue to keep it simple. Replace whole chunks of your app with an image whenever you can.   Determine “what do I really, really, really need to work?” Just code the pieces that you need to work.    If you’re testing a tool bar, code that, but you don’t need to make all of the menu options go anywhere.  A related trick suggested was to add things like a 2 second pause so it seems like there’s a server behind you.   This helps the ‘mental model’ for testers.  

SUMMARY NOTES
• Make a Linear Experience:  Show one awesome use case.  Just concentrate on the good stuff.
• Go high fidelity, every step of the way
• “Be Scrappy.  Iterate a lot”: Throw it into a slideshow and click, click, click.  Let you see how it feels before you send it out. 
• Make a commercial, not a spec when you’re trying to sell your ideas.
• Learn to code and be creative (you’re your own special effects dept).  Also, the best way to lose an engineer’s trust if you propose things that don’t work.  Learn/know what’s feasible in the browser.
• Let your prototype coupled with discussion be  your spec.

By following these rules, “you can do everything quickly and make everyone jealous about how fast you can make quick stuff.”  A couple of good, random final points that came up during the question and answer part of the talk:

• Avoid churn/client review cycles by showing small chunks (start with 10%)
• The speakers recommended guerilla usability testing a la the book Don’t Make Me Think, basically advocating getting anyone other than the designer to use it.  – But real testing in a lab is valuable too.
• The speakers don’t believe in rigid line between Interactive/Interaction design (aka Information Architecture), Visual Design and Usability.  All three off these things must be connected and interconnected with one another.
• The only real “wireframes” you need/want to do are sketches .  Knock these out really fast on paper.  There’s no value in high fidelity wireframes.
• Google designers use Jquery and/or write really sloppy, messy code that gets the job the done.
• Show things that have real meaning in your prototypes/comps. Don’t use Lorum Ispum in place of real text and don’t put in things like “description goes here.”  Think out the language at this stage of the game.

The speakers promised to put some resources up at SLIDEFOLDER.COM within a couple of days.  I’ll do my best to update this post at that time.

“Corporate execs aren’t running around their offices in their Che t-shirts,” was one of the pearls of wisdom shared by MIT scientist Andrew McAfee, author of the book Enterprise 2.0 during a great presentation at SXSWi this morning.   In other words, the majority of today’s corporate executives are not revolutionaries but pragmatists.   According to McAfee, this gives us an easy opportunity to sell-in the use of Web 2.0 technologies if we can explain how they will help really solve business problems – like customer service, internal communications, external communications and sales/lift.

Under the headline “How to Talk to Your Bosses about Technology” Andrew shared some recommendations on best ways to position/explain Web 2.0 to the C-suite.  These seem just as helpful in explaining this stuff to clients…

1. Comparisons Instead of Demos: He compared trying to find a document via the MIT Library Web site (very web 1.0 and unfruitful) with a search on Google Scholar.  Old vs. new was  a pretty compelling argument.

2. Present Theories and Frameworks, Not Jargon:  The constant churn, change and use of jargon is counterproductive.   Ground your discussion in bullet-proof previous work.

3. Present Data, Case Studies and Narrative: But don’t talk about Google or Amazon.  Choose examples that are really relevant to the company you’re talking to.

4. Activate Peer Effects:  More than once, McAfee made the point that execs/managers are influenced by what their peers are up to.

5. Anticipate and Allay Concerns: Everyone has concerns about Web 2.0 and the lack of control that goes with it. Rather than waiting until the questions inevitably come up, try and weave discussion of these issues into your presentation.  “Get the downside upfront.  And don’t present yourself as a dewey-eyed technologist.”

6. Show That You Understand Their Problems: As noted at the top of this post, solving business problems should be at the heart of these initiatives.

7. Don’t Treat Business-Side Colleagues as Geeks or Dopes: Basically, don’t talk down to people.

Here’s a report/review of another panel at SXSW… Helen Klein Ross and Michael Bissell of the aptly named Brand Fiction Factory, gave an interesting presentation around (you guessed it) brand fiction.  What is brand fiction? You could start by looking at it as ‘twittertainment’ but on a deeper sense, it’s a story/vernacular/zeitgeist or mythology around a brand’s unique attributes or promise.   This material can make its way to the public via all kinds of different channels.

Much of the discussion centered around the presenters’ work on brand fiction via Mad Men character tweets.   Other examples raised including Marisa Tomei’s forthcoming webisodes for Bertolli pasta and a series of 1980’s TV commercials involving two young lovers with a taste for Nescafe.

If you buy the assumption that brand fiction (done right) can generate and build brand awareness and loyalty, here’s a paraphrase of their top 10 guidelines for creating and propagating it:

1. Content is King: Success depends on quality of creative.  It’s recommended that someone with the skills of a scriptwriter sit at the helm of all efforts.  At the get-go, you should design a brand fiction canon with a detailed account of characters and settings – akin to a style guide or production spec.

2. Maintain Continuity Across Platforms: Assuming your brand fiction plays out beyond Twitter, be sure to keep your story straight.

3. Be Authentic: This is an old saw for all social communication but important to mention…. Your content must embody your brand values and be authentic

4. Be Relevant to Your Audience: Know your brand’s fans and what distinguishes your story from others.

5. Share: Respond, retweet, relationship! “Participation is the new metric.”

6. Don’t Trust a Bot to do the Job of a Human: Genuine editorial work is required to get this right.

7. Don’t Dilute the Brand: The example given was that Betty Draper shouldn’t shill for Betty Crocker – but it was recommended to use secondary/tertiary characters to do this kind of dirty work.

8. Campaign Assessment: You should observe the story to make sure that (a) you’re on track and (b) you don’t need to pull the plug.  Assessment activities/metrics include:

• Monitoring
• Engagement
• Redirecting
• Tracking
• Archiving

9. Don’t Underestimate Time Effort Necessary for Success: It takes work.  This isn’t free

10. Have Fun!

This whole idea of brand fiction was consistent with a theme that’s played out in multiple discussions around SXSW – brands (along with companies, individuals, etc.) are evolving into content providers and programmers.   When done right, there are great rewards to be had.

The first session I attended at the 2010 SXSW Interactive Conference was a real winner.  Jonathan Hull, Luke Hamilton, Steve Dawson – all from Razorfish – shared a lot of interesting insight into the growing world of in-store multi-touch experiences. 

This coming generation of immersive in-store experiences can effectively deliver on things like:

• Wish lists
• Shopping carts
• Comparison shopping
• Store maps
• Social input/reviews

You want to use the right platform/media for the right job and these deployments exist within a continuum of customer touchpoints that includes web, mobile, and traditional brick and mortar shopping experiences. 

At times, I’ve pulled out my iPhone at retail to aid my purchase process but a key point made by the panelists is that small devices can’t always give you the info that you want and smartphones often aren’t fast enough.   The business results of in-store multi-touch experiences can include:

• Store lift/increased sales
• Increased customer satisfaction
• Increased sales associate satisfaction
• Reduced returns

Today’s immersive experiences primarily involve large touchscreens but the panelists also discussed four sets of future technologies that will impact experiences that we’ll be seeing in the months and years to come.  These include:

1. Vision-Based: Think of anything with a camera, including augmented reality.  An example showed a woman virtually trying on clothes at retail.
2. Gestural Interface: Sort of like Wii on steroids… without even the need of a controller.
3. Ubiquitous Computing: This is the mythical “smart home” that uses sensors to do things like adjust heat or appliances.  – Technology that blends in with your entire environment.
4. Digital Wallet/Portable Profiles: Using your mobile device to check out or identify yourself to a retailer.

For anyone working on or considering deployment of multi-touch in-store experiences, there are a few key things to keep in mind:

• Simplify: A key objective is simplification of the buying experience (certainly not making things more confusing/difficult).
• Memorable: Work to make a memorable retail experience.
• Personalize:  Everyone likes to feel special, try and leverage this into your experiences.
• Ubiquity: Make the technology fit into the background… Don’t let the technology get into the way.

Kudos to the panelists for sharing a lot of in-depth  information on an important, evolving set of technologies that can make a significant business impact.

The folks at Mediapost were kind enough to publish a commentary I wrote called Social Media And Today's 'Marketing Athletes'.  Part of the story outlined "The Common Rings of Social Media and the Olympics."  Namely:

1. Measurability matters -- you don't podium if you don't medal. Facebook (Twitter and others -- more all the time) has incredibly compelling numbers to back up even more compelling stories for brands. Numbers can lie, but they don't here.

2. The Olympics are extraordinary because they always bring out the best athletes on a global basis. Social media is now attracting a similar elite talent pool because technology, consumer strategy and creativity all are leveraged for the "greater good"... like the Olympic spirit!

3. Change is what's normal. At the Winter Olympics, look at how snowboarding, ice dancing, etc. looks compared to just the last Games in 2006. Social media is the most dynamic media platform any of us have ever experienced. Technologists can't keep up with brand desires and vice-versa.

4. Three common "linked" words: Stretch body and mind as to what's possible today and in the foreseeable future. Test new approaches and equipment. Finding harmony can be hard, but it's worth finding. Be Nimble to capitalize on both of the above.

Even though the Olympics ended last night, I hope you'll read the full piece here.

It’s Social Media Week in New York City, and the digital scene is buzzing with conferences and brimming with ideas and insights about a culture that’s constantly in flux.  Yesterday, I attended the Advertising Research Foundation's event dedicated to 'The Science of Social Media' (#ARFSMC), and found myself particularly engaged by a presentation given by Jeff Doak, Chief Technology Officer of Converseon, called Social Media Mentoring Metrics.  Jeff’s presentation revealed some staggering insights into the analysis of social media metrics that confront the challenges of analyzing metrics via the confines of automated tools that are still in the infant stages of their technical evolution.

The first monitoring metrics that came under the lens were metric returns for “volume”—which is basically to say how many times a brand is mentioned, period.  The context for which a brand was mentioned in is, of course, up for grabs, and that is one of the biggest problems.  Volume without context is really pretty useless, and it’s really up to humans to decide how that volume aligns with overarching business objectives.  One trip to Twitter shows you that your friend Bill did, in fact, wake up this morning with his usual glass of Uncle Matt’s and drove to work in his Prius—and not much else. There’s your volume.

Well, what about influence?  Maybe Bill’s got the hottest blog right now on a low-emission lifestyle and over a hundred-thousand devoted readers who are hanging on his every tweet.  That’s not something your influence metrics are going tell you at face value, and those metrics are never going to provide perspective for the way your brand fits into Bill’s sphere of influence.  That’s the kind of pithy insight that only comes with human analysis.

Lastly, we really can’t forget about sentiment metrics, which is to say how people are talking about your brand.  Current social media monitoring tools measure something called “automated sentiment” which is basically an algorithm that searches for “sentiment words” and their proximity to your brand or product name.  Huh?  This analysis seems logical in a mathematical way, but we’re talking about words and that arbitrary phonetic symbolism that begets meaning.  Human beings can also be pretty witty, and as Jeff so bluntly puts it, “machines don’t get sarcasm or slang.” 

Enter the hammer and the scalpel.  Jeff prescribes the use of one these tools, metaphorically of course, to analyze your social media monitoring metrics.  The hammer is most appropriate for those analysts looking to smash into that data and create some cool charts that’ll impress the boss.  For the rest of us, it’s really the scalpel that going to come in handy.  The scalpel is best suited for that kind of detailed analysis that requires a surgeon’s precision and a human being’s understanding.  Scalpels let you bisect tiny segments of consumer data to bring under the lens and expertly carve around other irrelevant brand chatter.  It’s the scalpel that’s going to help you understand if it’s Bill’s preference for your organic orange juice that’s driving sales, and how you might leverage that affinity to connect with your consumers.

Right now, we’re working with social media metrics that have been around for as little as eighteen months.  The measurements are bound to get better over time, and it’s nice to imagine having tools that create easily accessible and understandable data.  But that’s just not where we’re at right now.  I have faith in the human ingenuity that will eventually lead to greener pastures, but until then, I’m keeping my scalpel on hand.   Kudos to Jeff from Converseon for an enlightening presentation.