3 Things to Consider After 72 Hours with the Apple Watch

Written by: Tom Edwards
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Seventy-two hours ago, I was among the 22 percent of lucky customers whose orders were fulfilled for the Apple Watch. Many have asked I summarize my thoughts about what I like, what I think needs work, and what marketers should consider when creating an Apple Watch experience.

What do you like about the Apple Watch?

From Apple’s first announcement last September to receiving it on launch day, I have consumed a significant amount of information about what to expect from Apple’s latest technology. Yet, all of my research did not prepare me for the full experience.

Screen Shot 2015-04-27 at 3.11.47 PM

The watch is beautifully designed and the 42mm face is just the right size. The interface is very smooth and responsive, and I am getting a good feel for which elements add the most value for me and how I want to extend my iPhone experience.

Photo Apr 26, 3 21 33 PM

Setup was incredibly easy and primarily facilitated through the Apple Watch app on my iPhone. After language selection and visually pairing the Apple Watch and iPhone, I dove into setting up my application preferences.

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The key thing to consider if you are looking to invest in an Apple Watch is to understand that it is NOT an iPhone on your wrist, but it is an extension of the iPhone experience. It WILL streamline lightweight tasks such as messages, notifications, and quickly reviewing email.

Photo Apr 27, 3 44 00 PM

I like the flexibility of the interchangeable watch bands; it literally takes seconds to completely change the look of the watch. Third-party band options are already appearing on eBay, and I have ordered a second Apple Watch band myself.

Tom Edwards Apple Watch

What needs work?

Outside of the passcode keypad, there is not a consistent input mechanism beyond voice. Responding to messages either consists of predetermined phrases, emoji, or voice response. This is fine 90 percent of the time, but for those times when it is not convenient to speak your response it will require you to pull out your iPhone. #FirstWorldProblems

Photo Apr 27, 3 34 46 PM

The same goes for making and taking calls on the Apple Watch. Be prepared to look like Dick Tracy when you are speaking into your wrist. Calls are better meant for taking on your actual iPhone.

Dick-Tracy

One surprise was Facebook was noticeably missing from the Apple Watch app store on launch day. You still receive notifications from the app, but there is not a native Facebook Apple Watch experience as of yet.

apple-watch-event0304

One additional missing element is a browser experience. There are third-party apps that provide an abbreviated browsing experience, but there is not an official Apple Watch browser. Siri is voice-based, and any search query that is not tied to an existing app function is handed off to the iPhone.

Photo Apr 24, 7 55 10 PM

I have experienced accelerated battery drain on both my Apple Watch and paired iPhone. Also, Handoffs between the watch and app can be awkward in some third-party apps. Upon initial setup, a number of applications have to be preconfigured via the iPhone prior to working with the paired Apple Watch.

Photo Apr 27, 3 48 02 PM

How can marketers benefit from the Apple Watch?

For brands that have a native app in market, the Apple Watch can provide a way to extend the value of the application if marketers focus on creating utility. From a shopper marketing standpoint, Target’s focus on list creation is a good example of taking a single element of the app experience and using the Apple Watch to drive a specific user behavior.

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Target’s Apple Watch app initial user experience

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Target app example of highlighting item location via Apple Watch

I have used the Starbucks app extensively over the past 48 hours. The “glance” tells me how close I am to a Starbucks location as well as extends their loyalty program, and I can leverage Passbook for quick payment for my morning Americano. I have been impressed by the ease of use and the value the app is bringing me through a simple experience.

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The key areas of focus for marketers are understanding how to leverage both short and long notifications to influence certain behaviors while also leveraging the most relevant data to visualize – via a glance – to sustain ongoing wrist engagement.

Photo Apr 27, 3 47 48 PM

American Airlines is simplifying the boarding experience

By focusing on extending apps through the lens of consumer value and lightweight interaction, marketers can capitalize on staying at the top of mind through a user’s wrist.

Photo Apr 24, 10 44 56 PM

Uber’s Apple Watch experience

 

Follow Tom Edwards @BlackFin360

3 Things to Consider After 72 Hours with the Apple Watch

Seventy-two hours ago, I was among the 22 percent of lucky customers whose orders were fulfilled for the Apple Watch. […]

Art + Science = Facebook’s Anthology Program

Written by: Tom Edwards
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I recently attended the latest Facebook Openbook event in NYC. The topics included the latest video product updates and the unveiling of the new Anthology initiative.

Openbook

Anthology is a creative brief based program that combines the insights and scale of Facebook with the reach and relevance of large publisher partners.

Anthology

Facebook is providing access to insights rooted in detailed analyses of target audiences to inform publisher creative. Their goal is to combine art and science to inform the creation of highly relevant and shareable content that drives business.

Facebook Anthology Purpose

There are seven initial partners in the program:

1. Vox Media – Millennial-focused media entity targeting sports (SB Nation), tech (The Verge), gaming (Polygon), real estate (Curbed), food (Eater), and retail/shopping (Racked)

Vox Media

2. Vice Media – Millennial-focused media entity that creates over 6,000 pieces of content daily across 10 primary channels covering news, music, tech, food, sports, and fashion, all by young people and for young people

Vice

3. Oh My Disney – Brings the ability to leverage assets and properties of Disney in short-form content that is designed to be shared

Oh My Disney

4. The Onion – Satirical news content creator

The Onion

5. TasteMade – Mobile-centric video network that reaches 25 million people monthly

tastemade

6. Funny or Die – Original and UGC comedy and pop culture content creator

Funny Or Die

7. Electus Digital – Properties include Collegehumor.com, Dorkly (Geek Culture), and Nuevon (Hispanic)

Electus Digital

In the unveiling, each publisher partner had created a mock “anthology” based on Facebook insights and a hypothetical brand/agency creative brief. Each anthology program had its own unique creative slant based on the insights provided by Facebook and the unique perspective of the publisher.

ForD Anthology

In the future, the publishers will produce the content and partner with Facebook to distribute the content through both Facebook’s media network and their own distribution properties.

anthology example

The Anthology program can be beneficial for brands and agencies alike. It is a quick way to collaborate with some of the most relevant millennial-focused publishers, as well as leverage proprietary user data and insights provided by Facebook.

Follow Tom Edwards @BlackFin360

Art + Science = Facebook’s Anthology Program

I recently attended the latest Facebook Openbook event in NYC. The topics included the latest video product updates and the […]

Is Today Mobileggedon? 5 Things to Know About Today’s Google Update

Written by: Tom Edwards
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Today is the day Google is rolling out a major update to its mobile search algorithm. Some are proclaiming this “Mobileggedon,” others the “Mobilepocolypse.”

The reality is that this is a major update that will boost the ranking of mobile-friendly pages. There are five things to know about how this update may impact your brand.

4.21.15

1) The update only impacts mobile search results. This is a mobile first update and will only impact results from mobile queries.

2) The update does impact all languages. This is a global roll-out. Those that manage pages across locations should take note.

3) The update applies to individual pages vs entire websites. This may not be apparent initially, but makes sense as a whole. Google indexes pages and queries map to intent which extends from the relevance of the content on the page.

4) This is one dimension for how Google will rank a mobile search query. –This update does raise the importance of a mobile-friendly experience, but this is not the only signal being considered.

5) Strong content can overcome… For now. User intent based on the query is still an important factor. If the content on a non-mobile friendly page is considered the most relevant for the query it will still rank high for now.

It is important to take the necessary steps to create an optimal experience not only from a search perspective but also from a user experience standpoint.

Follow Tom Edwards @BlackFin360

Is Today Mobileggedon? 5 Things to Know About Today’s Google Update

Today is the day Google is rolling out a major update to its mobile search algorithm. Some are proclaiming this […]

From Screen to Screen: Redefining Celebrity

Written by: Jordan Lee
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On an average day, there are roughly four billion YouTube video views. Additionally, YouTube is a social platform of choice for teens, with an 82 percent usage rate in the 14-17 age bracket. With this consumption, there are new stars rising.

YouTube stars have really taken off over the past few years, amassing millions of devout subscribers. Young people line up and wait for hours at conferences to meet their favorite YouTube stars. A plethora of management agencies that specialize in YouTube influencers are creating celebrity on their own terms with book deals, TV appearances, and more.

The newest development in this evolution is Grace Helbig and her new show on the E! Network. We’ve seen YouTube superstars appear on shows before, but this is the first time one has had their own namesake for a show. Just two episodes into watching and my husband walked in asking if I was watching YouTube videos on our Apple TV. I essentially was.

4.16.15

Image via eoline.com

While these stars are exploring new formats, don’t expect them to change their voice. In an interview with USA Today Helbig explains how she is going to keep with the format of her web videos and wants everything to be transparent in the hopes that her young audience will follow her to TV.

Anyone with prior experience partnering and/or working with social influencers won’t find this transparency and dedication to voice to be a surprise. Their voice got them where they are, and fans expect consistency. Many of them are leading successful careers on their primary platform and those who wish to partner with social influencers and YouTube superstars should be prepared to let them take the reigns and share their expertise.

It’s important to consider what this means for television. Cable is already in a shaky place because of streaming services like Netflix and Hulu. While the rise of online videos could be a threat, traditional channels have the opportunity to leverage them in a meaningful way in order to survive. E! has definitely taken a huge risk and everyone will be watching to see if it succeeds. The entertainment industry will need to rethink what celebrity partnerships look like, because these social influencers are steadily becoming the new personality powerhouses. Authenticity and transparency will become a mainstay as this shift happens.

From Screen to Screen: Redefining Celebrity

On an average day, there are roughly four billion YouTube video views. Additionally, YouTube is a social platform of choice for […]

10 Key Takeaways from F8 2015

Written by: Tom Edwards
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I attended the F8 Facebook Developer Conference 2015 last month, and below is a recap of the 10 key takeaways from the annual developer conference that outline the current and future state of plans of one of the world’s largest tech companies.

F8 2015 Top 10

Current State

The primary theme was that Facebook is a “people first” company. Facebook is now positioning its core offerings as a family of applications that are designed to align with how people are naturally using technology to engage and share.

F8 2015 Current State

It was quickly noticeable that each platform now plays a very specific role in the Facebook ecosystem. WhatsApp will continue to be a modest messaging platform, while Instagram will maintain a focus on simplicity and creative expression. Facebook Messenger is quickly being positioned as the primary mechanism for one-on-one communication, and direct connection to businesses and groups continues to be of great importance for 700 million people who want to collaborate around specific topics.

Meanwhile, the core Facebook experience is focused on further extending its video capabilities while setting the foundation for their future — to support more deeply immersive forms of content, such as virtual reality.

Enhanced Messaging

One of the larger announcements from the conference was the expansion of Messenger as a third-party development platform. This is an important move for Facebook, especially since WhatsApp confirmed during the conference that they will not be providing API’s anytime soon on their product road map.

F8 2015 Enhanced Messaging 1

Third parties can now reach and engage over 600 million active users. With the Messenger Platform it is possible to drive discovery, engagement, and attribution through images, videos, GIFs, and sound clips.

Applications can either be stand-alone apps designed to enhance conversations, or it is possible for a brand application to create a workflow to share content through messenger and deep link into the messenger optimized experience in their native application.

F8 2015 Enhanced Messaging 2

Facebook also announced the beta launch of businesses on Messenger, which is how Facebook envisions brands and consumers engaging directly through enhanced customer service. They hope that this will add value to the consumer through templates that can showcase product details and enhanced order details.

Embedded Video

Facebook users are viewing over 3 billion videos per day, and Facebook took another step toward challenging Google-owned YouTube for market share by launching a new embedded video capability.

The new feature supports view-count synchronization, full-bleed video, and includes social actions in video such as “like” and “share.” Also important to note is that the desktop version is Flash-based and mobile is HTML5.

F8 2015 Embedded Video

In recent Facebook briefings there have been discussions about Q3 introducing sequential storytelling into the fold. This is one area where the current embedded video option is lacking compared to YouTube. YouTube currently has the ability to create annotations, and now has “cards” to create connections between assets.

Importance of Advocacy

With all of the talk about Facebook and their other brands’ lack of organic reach, it was confirmed that for users, the News Feed is still what determines the content that is served. This confirmed that peer-to-peer sharing remains the most viable option for content-centric brands.

Another central theme was tied to the sharing of content and, with that, the importance of creating relevant and engaging content that inspires consumers to share. It is also important to create content that is tailored for the specific audience and to utilize the ideal application from the Facebook family delivery and discovery.

F8 2015 Importance of Advocacy

While most social brand personification strategies have taken a back seat now on Facebook’s primary platform due to the shift toward reach and frequency, leveraging consumer and employee advocates — as well as groups — are still viable means to distribute a message outside of paid advertising.

State of Plug-Ins

Social plug-ins have been a staple of the Facebook ecosystem for years. The Facebook social plug-ins team outlined their intentions to redefine the experience of many of the standard plug-ins in order to create a richer mobile experience.

The first step will be to relaunch Facebook moderation tools to allow greater flexibility and an optimized experience for moderation that includes bulk actions and custom lists — and is being rewritten from scratch.

F8 2015 State of Plug Ins

The team also outlined they are testing a new form of comment mirroring that aggregates comments from external news articles to the Facebook page, and vice versa. This is a significant point to consider, as this will align different audiences and shift the potential engagement that happens on-page.

Instagram

The Instagram team reiterated their focus on being community-first, and maintained that simplicity matters above all else when it comes to their product roadmap and the overall experience of the application.

The team confirmed that the Instagram News feed is 100 percent deterministic, meaning that the content posted from your followers will appear in your feed. Based on this feedback, the idea of potentially adding features such as a “regram” button is not currently part of the plan, as the goal is to keep the experience as uncomplicated as possible.

F8 2015 Instagram

They reiterated that Instagram is not a distribution platform for brands. “Likes,” “follows,” and comments will not necessarily drive additional visibility within the platform due to the deterministic feed and the lack of any type of “regram” functionality. For brands, the ideal approach is to curate against existing behaviors, and create a relationship with passionate fans that showcases their view of the brand as the core asset in order to fuel your branded experiences.

Omnichannel

In recent years, Facebook has increased their focus on shopper and direct response capabilities. They stated that they view omnichannel as the future of commerce, and that they are positioning their cross-channel approach as the ideal for brands.

Facebook highlighted the size of their network, the persistence of logged-in identity, and their cross-platform approach as to why they should be considered as a holistic omnichannel offering.

F8 2015 Omnichannel

A key point of discussion was tied to cross-screen attribution without proxies. With their SDK and conversion pixel, they stated that they have the ability to capture accurate measurement tied to their real users.

Future State

The most intriguing aspect of F8 was the insight into the future of Facebook strategy as outlined by Mike Schroepfer, CTO, Facebook. In his keynote speech, he discussed the three core areas of focus for the near future: Planetary connectivity, natural interfaces, and immersive experiences.

F8 2015 Future State

In the near future, services that scale and planetary connectivity are key areas of focus for Facebook. One of the key initiatives is tied to the Aquila, their unmanned solar drone. The drone is designed to stay aloft for three months at a time, in order to deliver connectivity for remote regions.

Information overload was also an area of discussion for the future of Facebook. The goal is to build contextual systems that deal with information overload. One approach is the use of artificial intelligence built around the concept of convolutional neural nets that essentially create deeper associations between content elements at a faster rate than a simple algorithm.

The last of the three core pillars of the future state of Facebook is tied to the importance of creating and enabling the consumption of immersive content such as virtual reality. One of the crucial direct points was the fact that 3D spherical videos will be supported in the Facebook News Feed. This is setting up for the immersive virtual reality experiences that are to come.

Parse + IOT

Facebook’s Parse was also a primary area of focus. Facebook acquired Parse in 2013. Since then, they have been working to leverage the platform as a service that offers to provide additional rapid development services to mobile app developers, such as user management, push notifications, and analytics at scale.

F8 2015 Parse + IOT

Now with over 400,000 apps built on Parse, the Facebook team is extending Parse to connect Internet of Things experiences. Facebook wants to make it easier for developers to leverage data from connected devices into their applications.

Many other tech heavyweights are investing in IOT data solutions. Apple, Google, and recently IBM have all been vying to unlock the key to leveraging IOT data.

Facebook’s approach is to connect devices and software that share common elements in order to increase the probability of systems working together. This could then lead to Facebook becoming the data aggregator between devices, software, and data used to create unique experiences across devices.

Virtual Reality

Virtual reality played a key role throughout F8 2015. Facebook referenced virtual reality as the next evolution of content experiences.

They showcased different applications from their teleportation stations that showcased what was happening in Menlo Park, as well as their more immersive Crescent Bay demos that showed off the full capability of the Oculus Rift.

F8 2015 Virtual Reality

Facebook also spent a portion of their presentation simply showcasing the physiology associated with virtual reality, and why the timing is now right for progression in the field: The cost of technology to create affordable consumer products is feasible, the experience is compelling, and there is broad industry participation as well as a long-term commitment to advancing the technology.

Facebook did a great job of balancing the short term vs. the future state, while ensuring that they are bringing their developer partners along the way. By shifting toward the family of apps strategy — as well as building toward connected devices and immersive experiences — Facebook is in a position to remain relevant well beyond whatever happens with the core Facebook platform.

 

Follow Tom Edwards @BlackFin360 and check out this post on iMedia Connection.

10 Key Takeaways from F8 2015

I attended the F8 Facebook Developer Conference 2015 last month, and below is a recap of the 10 key takeaways […]

Amazon Launches ‘Home Services’ To Take the Guesswork Out of Booking Goat Grazing Services

Written by: Rita Mogilanski
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Amazon recently launched Home Services, a portal that allows users to find, schedule, and purchase professional services through Amazon. The services that are currently provided include appliance repair and installation, home cleaning, music lessons, iPhone repair, and so much more (including Goat Grazing).

Why Use Amazon?

Amazon handpicks the service providers to assure quality by performing background checks and verifying insurance and licenses. They remove most of the risk associated with choosing domestic help by suggesting only verified vendors and giving customers standardized, prepackaged prices. Amazon will match prices if customers find a lower price for the service provider elsewhere, and you are only charged after the service is completed.

4.1-1This service will prove helpful for users making purchases that need installation. When shopping for an air conditioner, I was served a link to book a professional to install the appliance. This seamless integration relieves much of the stress around installing major appliances. Consumers already trust Amazon and will be willing to go with the professional services the platform recommends to expedite the process.

4.1-2
How is it Changing the Industry?

Other similar platforms like Angie’s List and Yelp provide users with trustworthy reviews. Unlike Angie’s List, there is no membership fee for Amazon, and unlike Yelp, you can book directly through the site. Competing platforms may choose to increase the services they provide to be more robust in order to compete with Amazon’s one-stop shop experience.

TaskRabbit, which is a platform that provides services very similar to Amazon Home Services, has partnered with Amazon in such a way that allows Amazon users to hire fully-vetted “Taskers,” or TaskRabbit’s service providers, through Amazon.

Small businesses that rely on the local community may feel the pressure of competition from businesses listed on Amazon. For professional services looking to get their business on the website, they can apply here. Businesses pay Amazon a portion of the profits, and Amazon handles payments and customer complaints and issues, taking some of the stress off the professionals as well as the customers.

If you’re looking to take the risk and guesswork out of booking professional help, Amazon Home Services is a great tool. They are currently making life easier for customers and small business owners in most major US cities. For similar platforms, however, the competition just got real.

Image: Amazon.com

Image: Amazon.com

 

Amazon Launches ‘Home Services’ To Take the Guesswork Out of Booking Goat Grazing Services

Amazon recently launched Home Services, a portal that allows users to find, schedule, and purchase professional services through Amazon. The […]

The More You Know: Yik Yak

Written by: Jordan Lee
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If you don’t know about Yik Yak, chances are you are a functioning, stable adult. So, what is Yik Yak exactly? It’s a careful formula that combines Twitter, Reddit, and Whisper into one ticking time bomb.

Users are geofenced into a 1.5-mile radius. They then post whatever is on their minds. Annoying professors? Check. Barista who spelled your name wrong? Check. Deep thoughts about time being a flat circle? Check. Other users in the area can then comment or vote on the post. Users are given a numerical score based on their upvotes or downvotes called their Yakarma  it ultimately lets you know how successful you are in the app. Dying to know what’s happening on the other side of town? You can Peek at that area to view the yaks, but not comment or vote.

Peeking at yaks of my former alma mater lets me know more about what’s going on than the alumni newsletter. The anonymity allows users to speak their minds freely. This is especially entertaining at college sporting events, where the yaks flow generously.

However, there has been some debate around the anonymity causing more harm than good. Several schools have noticed issues with discrimination. However, according to Yik Yak these kinds of posts are in violation of their terms and are subject to removal at any time. Plus, Yik Yak has taken measures to quell bullying on the app.

It should go without saying that if something is starting to get banned at schools, its popularity will only grow. With the addition of the national spotlight the app has received and the kickoff of its Spring Campus Tour, there’s nothing left to do but yak about it.

YikYak

Source: Obviously anonymous Yik Yak user

The More You Know: Yik Yak

If you don’t know about Yik Yak, chances are you are a functioning, stable adult. So, what is Yik Yak […]

Emotive Robots Key to Unlocking IOT Potential

Written by: Tom Edwards
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Over the 15 years of my digital career, I have witnessed significant technological innovation and massive shifts in consumer behavior based on the impact of innovation. Highlights include the evolution of the personal computer, the now ubiquitous smartphone, and the explosion of consumer-centric social media.

Apple-iPhone-generations

Looking to the near future, the current rate of exponential technological advancement will continue to accelerate, and we are primed for another significant leap forward; the concept of emotive computing is about to enter the lives of early adopters and has the potential to shift our behaviors once again.

During SXSW 2015, the personal side of robots session presented by Dr. Cynthia Breazeal caught my attention. Her session focused on the potential impact of emotive computing as the next wave of computing innovation.

emotive computing

Emotive computing is based on systems and devices that can recognize, interpret, process, and simulate elements of human behavior. The key to the concept is the alignment of both emotion and cognition as the drivers of adaptive behavior.

I have followed Dr. Breazeal’s work at MIT since the late ’90s when I first heard about the Kismet project. Kismet was designed to be one of the first socio-emotive AI. The core focus was to move past simple cognitive skills and align psychosocial elements into the robot’s ability to understand and treat people as people.

MIT Kismet

During the session, Dr. Breazeal discussed the evolution of Kismet to the next iteration of the AI, Leonardo, as well as how emotion + cognition should be the basis of intelligence and adaptive behavior – which is key to creating an emotive AI.

leonardo ai

The advancements made with Kismet and Leonardo have set the foundation for a new type of consumer device that is focused on delivering multiple levels of utility while also demonstrating adaptive behavior.

Reviewing the current landscape of personal robots, we see mostly single utility or cognitively-driven robots. They enhance our lives by the tasks they complete but are weak in their ability to conceive emotional engagement.

personal robots

This is where I begin to consider the current product/market fit for socially emotive AI. When you start to consider the Internet of Things or the Internet of Better Things, there are key components missing that would unlock new levels of value, which would lead to mass adoption. Most of the current ecosystem is comprised of single-utility solutions that are neither interconnected nor adaptive.

Internet-of-Things

Initially, my assumption is that the IOT would benefit from a central hub that is built to scale. The basis for the hub has already been approached by Amazon with Echo. But the current technology tied to virtual assistants is built around search and retrieval based entities with limited capabilities to learn.

virtual assistant

With the rise of emotive computing, it is feasible that the core hub for the connected home could be an emotive AI. Toward the end of her talk, Dr. Breazeal revealed that her current initiative as founder and Chief Science Officer of Jibo is to deliver such an entity into homes sooner rather than later.

Jibo is being touted as the first “family robot” and positioned as a support and an enhancer to humans. The IndieGoGo crowdfunded robot raised over 2.2 million dollars and the first run is currently in production. Jibo can see, hear, speak, learn, assist, and relate to individuals, and is going to be the first mass-produced emotive AI.

Screen Shot 2015-03-24 at 4.35.10 PM

Jibo is also going to be built on a comprehensive developer ecosystem. With toolkits and a full SDK available, the focus is on creating a scalable content delivery platform.

Jibo SDK

I have talked a lot about how the IOT needs to be navigated with the consumer at the center, and I have shared my view of the #databaseofyou as the key to unlocking marketing value from the IOT, but little did I know that the database would actually reside within an emotive AI.

Evolution of Social Marketing Future - Tom Edwards

From a marketing perspective, I am very interested in the adoption and advancement of Jibo. If an emotive AI becomes the primary hub for the connected home, then it also becomes a potential content delivery platform that is the key connection between brands and consumers in the connected home.

By leveraging the full SDK and potentially certifying content, brands could provide contextually valuable experiences delivered through Jibo, or potentially new skills that extend the utility of the robot.

This is obviously speculation on how to potentially leverage emotive computing to create marketing value, but it is important to begin understanding that a significant shift is coming and that it may have just arrived in a small robotic form.

Follow Tom Edwards @BlackFin360

Emotive Robots Key to Unlocking IOT Potential

Over the 15 years of my digital career, I have witnessed significant technological innovation and massive shifts in consumer behavior […]

TechnologyAdvice Expert Interview Series, feat. Tom Edwards

Written by: Digitally Approved
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Tom Edwards, the executive vice president of Strategy and Innovation here at The Marketing Arm, was recently invited to be a guest on the TechnologyAdvice Expert Interview Series to share his insight on the digital marketing landscape. The series, which is hosted by TechnologyAdvice’s Clark Buckner, explores a variety of business and technology verticals through conversations with industry leaders.

Edwards joined Buckner to discuss modern day digital, social, and mobile innovations, the importance of bridging technology and marketing, and the four core elements that bring a campaign to life.

Below are a few of the highlights from the conversation:

TA: Tell us about what life is like at TMA and some of the projects you work on every day.

Tom: At The Marketing Arm, we’re really a consumer engagement agency, so that touches a wide range of project types – everything from digital to promotional to talent to production. A number of different types of projects come across my desk on any given day.

I’m a part of the digital engagement division and we service about 16 core clients, everything from ExxonMobil, to GameStop, to name just a few organizations. So over the last 15 years, my role within the industry has really shifted from starting more on the technology side, and really kind of incorporated being that bridge between technology and marketing.

As digital continues to progress, we’ve seen it all: the end of the dotcom boom, massive portals, the rise of consumer social. All of these different types of trends we’ve seen definitely had a hand in touching and guiding different project types across multiple platforms and different routes of sale. It’s been a fun, interesting ride and it continues to get better. 

TA:  What suggestions do you have for a team trying to compare and find the right marketing automation vendors? What should they be looking for? 

Tom: Portability. If I’m able to either leverage a tool that can aggregate content, redistribute, visualize – things where there is a seamless flow, whether that’s through an API or through an SDK or whatever it may be, that’s what I’m ultimately looking for now.

I’m looking for, “How can this one piece fit into the larger strategy that I’m trying to deploy and continue to add value without adding additional barriers or additional layers?” That’s really the key piece for us as we’re moving forward, because we’re touching so many different channels, everything from top line awareness via digital all the way down to shopper and point of sale. 

So, making sure that we can have programs that can work in scale. Scale is another key piece for us, too, and the data considerations depending upon local versus global, so there are a lot of different pieces that we look at when we’re evaluating. But for me, it’s how can whatever tool that you’re leveraging best provide value for everything as a whole, versus just one specific piece or one specific function.

***

Connect with Tom on Twitter @BlackFin360 and follow his blog at BlackFin360.com/blog. Be sure to also follow @TheMarketingArm.

Listen to the entire show above in order to hear the full conversation, or download the show to listen later. You can subscribe to the TA Expert Interview Series via Soundcloud, in order to get alerts about new episodes.

***

This podcast was created and published by TechnologyAdvice. Interview conducted by Clark Buckner.

TechnologyAdvice Expert Interview Series, feat. Tom Edwards

Tom Edwards, the executive vice president of Strategy and Innovation here at The Marketing Arm, was recently invited to be […]

2015 SXSW Interactive: 5 Things That Stood Out

Written by: Jake Schneider
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Thanksgiving, SXSW, Halloween.

Those are my favorite holidays, in that order. 2015 marks my 9th year attending the annual conference and as TMA’s resident Austinite, nothing excites me more than hearing the words “Film,” “Interactive,” and “Music” categorized under one event within walking distance of my downtown home.

In years past, I’ve seen the transformative launch of Twitter, watched Kanye perform at the Power Plant – now home to Under Armour Connected Fitness – and taken in many great films and parties.

Last year, while there were still significant highlights like Edward Snowden’s session that I found fascinating, the 2014 version felt bloated and unmanageable.

2015, however, felt like a shift or transition probably aided by the fact that there wasn’t one super strong theme that overpowered everything. This led me to be open to the serendipity that is part of the very soul of SXSW.

With that, here are five things that stood out for me at this year’s conference:

1. Meerkat: If there was a clear winner for 2015 SXSWi, it would be Meerkat. Every single human being at badge pick-up was talking about and using the app that allows you to live stream video directly into Twitter.

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Meerkat was everywhere around Austin. It felt like SXSW activities and experiences were being streamed all over the place.

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Then somehow (perhaps through the Force), Twitter felt the surge of usage and, in realizing they recently purchased a competitive app called Periscope, put Meerkat in a chokehold by cutting its access to their social graph.

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The significance of Meerkat’s emergence this past week is that streaming content is here and it is embraced. This type of channel opens up doors to publishing experiences and helping users and brands become their own networks.

2. Verizon’s #ATXunite: For those Austinites who attend SXSW, the experience is amazing. For those who don’t, it can be downright frustrating, or so I’ve heard. There are three things we love to complain about in Austin: traffic, crowds, and traffic. Verizon took a different route this year with #ATXunite, a social campaign focusing on aiding Austin locals with survival kits featuring everything from Yeti coolers, Bose ear buds, and Philips Hue light bulbs to exclusive lunch experiences at Franklin BBQ just by following and tweeting Verizon and #ATXunite.

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Verizon nailed it with this activation by bringing the serendipitous experience of SXSW to those locals who can’t or don’t attend. Or, in this case, by bringing it to me and my coworker, Zane.

3. Virtual Reality: We are so close. You remember that part in Jamiroquai’s video for Virtual Insanity where Jay Kay, after spending so much time getting further away from the frame, comes as close as possible and stays there to finish the video? That is where I feel we are right now. So close, and from here it is all mainstream. SXSW definitely had its share of VR experiences and installations. From Interstellar’s setup for their Blu-ray release to Google’s Cardboard viewer, VR showed it is ready and the demand showed that we are ready for VR.

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I am, in fact, giddy at the possibilities that VR presents for brand experiences in the entertainment, automotive, fashion, and retail industries.

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There is demand – as you can already pick up Google Cardboard on Ebay.

4. Big Data and Social: Finally Big Data, you have arrived. There were tons of panels on utilizing and the importance of Big Data this year, and rightfully so. Big Data is no longer a nice-to-have, it is a need-to-have. Understanding your audience and gaining that competitive advantage has never been more important to brands. How to make it actionable, how it and Audience Intelligence can work together, how to use it to drive engagement – it was all on display during SXSWi. Audience Intelligence platform People Pattern even made a cool persona infographic on SXSW:3.23-7

5. Curiosity: There were plenty of speakers on hand this year, and the two that stood out most for me both focused on the value of curiosity. The first speaker was TV & Film Producer Brian Grazer, who created Imagine Entertainment with Ron Howard and has created exceptional films like “Backdraft” and “Apollo 13.” Grazer was discussing his book written about his life philosophy of having “curiosity conversations” with different and interesting people every two weeks. He uses these conversations to guide and inspire his work and build relationships.

The second was with Henry Rollins. I’ll be honest: Rollins is a personal inspiration of mine – I was initially just happy to be in the room. He was there attending and promoting his new film, “He Never Died.” Rollins covered his life travels and experiences; however, the gravy was poured when he talked about his life philosophy of how anger fuels his curiosity. The anger is what makes him curious, and the curiosity, in turn, fuels the anger. The result, he states, “makes me want to do stuff and live vigorously.”  I left both of those talks inspired.

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I clearly had better seats for Grazer than Rollins.

SXSW has been a great success for me. For anyone that is considering a future trip, I would highly encourage it. There is something for everyone. You’ll leave here more knowledgeable and inspired.

Follow Jake Schneider @jakeschneider

2015 SXSW Interactive: 5 Things That Stood Out

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