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.
Thanks to our sponsor Google, we got the full first day of last week’s CM Summit, featuring Fred Wilson fresh from the Tumblr deal, Pinterest CEO Ben Silbermann, and about 20 speakers in between for your viewing pleasure. Enjoy!
The world is atwitter about Tumblr’s big exit to Yahoo!, and from what I can tell it seems this one is going to really happen (ATD is covering it well). There are plenty of smart and appropriate takes on why this move makes sense (see GigaOm) but I think a lot of it boils down to the trends driving Yahoo’s massive display business.
If there’s one thing we all know, it’s that a new form of native advertising is spreading throughout the Internet. It started with Google and AdWords, it spread to Twitter and its Promoted Tweets, and Facebook quickly followed with Sponsored Stories. At FMP, we have sponsored posts and our Native Conversationalist suite, which we are scaling now across the “rest of the web” – the smaller but super influential independent sites that we believe are major suppliers of “the oxygen of the Internet” – the content that drives true engagement. Other companies are adopting similar strategies – Buzzfeed is building a content marketing network, and Sharethrough has moved past its “wrap a YouTube ad in a player and call it native” phase and into more truly native units as well.
The reason native works is because the advertising is treated as a unit of content on the platform where it lives. That may seem obvious, but it’s an important observation. When a brands’s content competes on equal footing alongside a publisher’s content, everyone wins. Those search ads – they win if they are contextually relevant and add value to the consumer’s search results. Those promoted tweets only get promoted if people respond to them – a signal of relevance and value. The same is true for all truly “native” ad products. If the native ad content is good, it will get engagement. The industry is evolving toward rewarding advertising that doesn’t interrupt and is relevant and value additive. That’s a good thing.
I’m very proud to announce “Behind the Banner“, a visualization I’ve been producing with Jer Thorp and his team from The Office for Creative Research, underwritten by Adobe as part of the upcoming CM Summit next week. You can read more about it in this release, but the real story of this project starts with my own quest to understand the world of programmatic trading of advertising inventory – a world that at times feels rather like a hot mess, and at other times, like the future of not only all media, but all data-driven experiences we’ll have as a society, period.
I’m a fan of Terry Kawaja and his Lumascapes – Terry was an advisory to us as we iterated this project. But I’ve always been a bit mystified by those diagrams – you have to be pretty well steeped in the world of adtech to grok how all those companies work together. My goal with Behind the Banner was to demystify the 200 or so milliseconds driving each ad impression – to break down the steps, identify the players, make it a living thing. I think this first crack goes a long way toward doing that – like every producer, I’m not entirely satisfied with it, but damn, it’s the best thing I’ve seen out there so far.
I’ve been a bit slow to update this site lately, as my return to Federated Media, and preparation for the CM Summit and OpenCo NYC, have pretty much eaten up all my time lately. But I did want to repost a few things I have written elsewhere, starting with this article in Ad Age, written two weeks ago.
Titled Publishers, Ad-Tech Firms, Marketers Need to Connect, Build Trust (no, I didn’t write that headline, if I was in charge, it might have been “Hold Hands or Die Apart” – pageviews, ya know?), the article argues that our industry is not yet prepared for what the market is going to demand – solutions that integration adtech and brand marketing. Here’s a sampling:
Something troubling has jumped out at me. There’s an extraordinary asymmetry of information among these three important players in our industry, and a disturbing sense of distrust. Brand marketers don’t believe that ad-tech companies view brands as true partners. Ad-tech companies think brand marketers are paying attention to the wrong things. And publishers, with a few important exceptions, feel taken advantage of by everyone.