It’s that time of year: The annual ritual of looking back and looking forward is in full voice. Long time readers know I always make predictions around the turn of the year, and I expect my 2014 prognostications will come sometime this weekend. Meanwhile, it’s time to take a look at what I wrote a year ago, and judge how well I did.
You may recall I took a different approach in 2013, and wrote predictions mainly for things I *hoped* would come true, rather than things I expected would. I’ve been doing these predictions for nine years now, and I guess I was looking for a fresh angle. All in all, things came out OK, but you be the judge. Here are my predictions, and my short summary on how they fared.
I’m going out on a limb, but a fairly stout one: Like Azeem, I think Apple bought Topsy for its search chops. But Azeem, who I admire greatly, says Topsy could become the search engine “for iOS… to index both the social Web, but also the best bits of the Web that power Siri and Apple Maps, [and] reduce the reliance on Google and reduce the flow of advertising dollars to the big G.” Certainly possible, but I don’t think Apple bought Topsy for its ability to search the web, or even for its trove of Twitter data. That might be a nice bonus, but I don’t think it’s the bogey.* Others have written that Topsy might be used to improve Apple’s iTunes/app search, but again, I think that’s not thinking big enough.
No, Apple most likely bought Topsy because Topsy has the infrastructure to address one of Apple’s biggest problems: the iOS interface. Let’s face it, iOS (and the app-based interface in general) is slowly becoming awful. It’s like the web before good search showed up. To move to the next level, Apple needs a way to improve how its customers interact with iOS. Topsy will help them get there. Also, I think Twitter is happy that Apple bought Topsy – but more on that later.
Every good story needs a hero. Back when I wrote The Search, that hero was Google – the book wasn’t about Google alone, but Google’s narrative worked to drive the entire story. As Sara and I work on If/Then, we’ve discovered one unlikely hero for ours: The lowly banner ad.
Now before you head for the exits with eyes a rollin’, allow me to explain. You may recall that If/Then is being written as an archaeology of the future. We’re identifying “artifacts” extant in today’s world that, one generation from now, will effect significant and lasting change on our society. Most of our artifacts are well-known to any student of today’s digital landscape, but all are still relatively early in their adoption curve: Google’s Glass, autonomous vehicles, or 3D printers, for example. Some are a bit more obscure, but nevertheless powerful – microfluidic chips (which may help bring about DNA-level medical breakthroughs) fall into this category. Few of these artifacts touch more than a million people directly so far, but it’s our argument that they will be part of more than a billion people’s lives thirty years from now.
Some of you may recall “Behind the Banner,” a visualization of the programmatic adtech ecosystem that I created with The Office for Creative Research and Adobe back in May. It was my attempt at explaining the complexities of a world I’ve spent several years engaged in, but often find confounding. I like to use Behind the Banner in talks I give, and folks always respond positively to it, in particular when I narrate the story as it plays.
I realized yesterday that I didn’t know how many people had actually viewed the thing, and naturally as a creator I was curious. So I pinged my colleague at Adobe, who of course are analytics pros, among many other things. What came back was pretty cool: The visualization has been viewed nearly 50,000 times, with an average time spent of well over 4 minutes per view. That’s more than 200,000 minutes of engagement, or more than one-third of a year! It’s certainly got nothing on the Lumascape, but it’s neat nonetheless.
Yesterday my co-author and I traveled down to Google, a journey that for me has become something of a ritual. We met with the comms team for Google X, tested Google Glass, and took a spin in a self-driving car. And while those projects are fascinating and worthy of their own posts (or even chapters in the book), the most interesting meeting we had was with Johanna Wright, VP on the Android team responsible for Google Now.
Some of you might respond – “Google what?!” – and that’d be normal. Google Now is one of those products that to many users doesn’t seem like a product at all. It is instead the experience one has when you use the Google Search application on your Android or iPhone device (it’s consistently a top free app on the iTunes charts). You probably know it as Google search, but it’s far, far more than that. It’s the tip of a very important spear for Google, and if you study its architecture, all manner of interesting questions and insights can be found about where Google – and the Internet – may be headed.
When you fire up the Google search application on your phone, Google Now is all the bits that are not the familiar search bar. Here’s a screen shot of my Google Now “home page”:
I spent about an hour today choosing which companies I plan to visit during next week’s OpenCo. And I have to say – despite my obvious bias as a founder of the event – the difficulty I had deciding only gets me more excited about participating. There are just so many great organizations opening their doors during this two-day festival, and it makes me so proud that this thing is, well, happening. I mean, it’s really happening – 135 or so companies are letting the public come inside, and they’re talking about what makes their organization special, what makes it tick. And for two days, I get to hang out in their space, take notes, get inspired. It’s just…really cool.
I like this so much more than hanging out in yet another ballroom at a tech industry confab. I mean, I love those conferences. It’s great to see all my pals and meet new people. But OpenCo really is different. The serendipity of each company’s vibe, the instant social network that forms around each session (“So why did you come to see Rock Health?!”), the seemingly endless choices. Nearly 2500 people have registered, and we expect to break 3,000 by the end of the week. You can’t fit 3,000 people in the ballroom at The Palace Hotel. But the city will welcome us all next week. It’s just … cool.
(image) Yesterday in the course of my seemingly endless attempt to stay current in this industry, I came across this article on VentureBeat: Searching for the next Zuckerberg: A day in the life of a Lightspeed Fellow. It chronicles the experiences of the chosen few who have made it into a VC-backed incubator, focusing on two Stanford students who are trying to create a new sensor for lap swimming.
I recently took up the sport, and find the gadget interesting. But what really struck me was the casual use of Zuckerberg’s name in the headline, and how it was used in context of the ecosystem that has sprung up in the past five or so years around entrepreneurship. Don’t get me wrong, I think incubators and accelerators are important components of our business ecosystem. But I’ve always liked the fact that anyone with a great idea, access to the Internet, and an unrelenting will can spark a world beating company simply by standing up code on the Internet, and/or leveraging the information and relationship network that is the web. That’s how Facebook started, after all. And Google, and Amazon, Twitter and eBay, and countless others. No gatekeepers, no contests, no hackathons or pre-seed rounds. A great idea, and a great platform: the Web.
I wonder if the next Larry Page or Mark Zuckerberg would ever start at Lightspeed, Y Combinator, or TechStars. Certainly amazing companies and ideas have come from inside those estimable establishments, and more will come in the future. But the peculiar fire which drives folks who are truly “the next Zuckerberg” – I wonder if that fire needs stoking from anything else than the Internet itself. If we institutionalize that fire, I think we lose something. A simple page on the open web, offering a service, waiting to be engaged with, to learn from that engagement, to rapidly iterate and grow, to fall down and fail and try again.
Earlier this year I sat down with a videographer at the Bazaarvoice Summit in Austin. He asked me about the future of marketing, in particular as it related to data and consumer behavior. Given what I announced earlier this morning, I thought you might find this short video worth a view. Thanks to Ian Greenleigh for doing all the work!
Today on the Federated site, I’ve posted a preview of something we’re working on for a Fall release. I’m cross posting a portion of it here, as I know many of you are interested in media and data-driven marketing.
It’s no secret that Federated Media has deep roots in content marketing: We re-imagined CM for the modern web eight years ago, and since then have executed thousands of content-driven programs with hundreds of awesome publishers, services, and brands. “All Brands Are Publishers” has been one of our core mantras since our founding. And each year we run the CM Summit, where the topic of native, content, and conversation-driven marketing across all digital platforms is dissected.
Back when I was first studying the intersection of brand marketing and technology – about the same time as The Search and the founding of FM – I started talking and writing about “The Conversation Economy.” Its core theme is this: “In the future, all companies must learn how to have 1-1 conversations with their customers at scale, leveraging digital technologies.”
This short Slideshare deck, an extremely clever satire of the now infamous NSA slide deck, should be Slideshare’s marketing calling card. It’s a promotional gift to the service, timely, clever, and leveraging the product perfectly. If this ever happens to you, use it in your marketing!
Echoes of the Tide and Oreo executions that are getting such plaudits recently. Love it.