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DEFINING INSIGHTS

Mobile Marketing Tips from Definition 6's Expert

Friday, July 29, 2011 by Rachel Conforti
Definition 6's very own Mark Emery spoke at the IAB Mobile Marketplace on July 18th, 2011, discussing "Who's Buying...Who's Not...and Why? The Buyer's Side of the Story." IAB's Willow Duttge caught up with Mark after the panel to ask him a few questions.


Mark touched on some very interesting points, including his opinion of when he believes mobile should be considered as part of a client's strategy, how sometimes it is the first screen, and how mobile users relationship is very personal with their devices.  He goes on to say that is "the first thing they reach for when they wake up in the morning and the last thing they put down at night."  He also is seeing more mobile growth beyond just "I need an iPad app."

How are you planning for mobile?  Leave your comments below on what you'd like to see more of in the mobile space. 


Online Beauty Retail: How Birchbox is changing the experience

Wednesday, July 27, 2011 by Natalie Dold
On July 19th, Definition 6 in New York City hosted a great event for the Advertising Women of New York (AWNY) group out on our patio where we gathered to hear Katia Beauchamp, CEO/Co-Founder of Birchbox and Gwen Flamberg, Beauty Director of Us Weekly talk about how the online beauty retail marketplace is changing rapidly and what "subscribing to beauty" means to this new brand.

Birchbox is a gift that just keeps on giving. I think that whether you’re a male or female, we can all agree that there is nothing better than getting a present every month that is chock full of surprises. And, believe me when I say that Birchbox is a fantastic gift.

So, just what exactly is Birchbox you ask? (No, we’re not talking about trees or shrubs here.) We’re talking about a gift that comes in a neat little package to your doorstep every month, and inside this box you’ll find an amazing selection of beauty-related products that are tied to the things that you desire. For a mere $10/month, consumers get 4-5 deluxe samples of high-end beauty products. But, before you get your first box, you will be asked to fill out a beauty profile where you can select the types of products you’re interested in. Birchbox wants to get to know their customers better so that they can help increase the amount of products that are purchased on their site.



Birchbox Beauty Profile



All of the great brand partnerships and products they offer are tied to an online Birchbox Magazine, so that everything matches an editorial calendar with monthly themes to create further Birchbox community interaction online; things like hair issues during the summer, or how to’s for travel.  They’re in the “business of delight” as CEO Beauchamp indicated. They came up with the idea for this kind of online beauty business model because they felt that beauty can’t completely live online. There is a tangible aspect that needs to happen at some point because people want to get their full five senses involved when choosing beauty products.  At first, the founders had to knock on high-end brands’ doors to get them involved and try something new, but now brands are knocking on their door, with a growing client base and over 16,000 likes on their Facebook page. The Birchbox business model also uses social media channel activation, but has that “retro” feel since their product is sent through the mail (that thing called USPS we all forget exists).


Rich media and editorial content about every product and brand they work with is a gold mine of information that sits within Birchbox.com:

 Birchbox Magazine

The products included in the monthly box range from skincare items, to makeup, hair / body products, and fragrances. They’re sometimes full-sized items or they’ll be sample-sized items, but the best part is that if you absolutely adore any of the items you receive, you simply go to Birchbox.com and buy them there. I need to mention as well that they have developed a great loyalty rewards program. As you buy and share Birchbox with your friends, you see $10 gift cards come your way.  

Personally, I’ve been a Birchbox subscriber since January 2011, and they had officially launched only in September of 2010, so I guess you could say that I am an early adopter! Their first year anniversary is coming up here in September, and what a year it has been for Birchbox execs.

Let’s face it. At the end of the day, brands want advocates. Having a strong base of people who love a brand keeps their ideas fresh, alive and moving forward to help drive further adoption. And who doesn’t love samples??



As mentioned, Birchbox was built through strong social media activations, and the Birchbox brand has been growing because customers get their friends involved, and then their friends get their friends involved. This type of crowdsourcing platform is creating a strong momentum for Birchbox that is keeping their acquisition of new customers going up and up. The buzz Birchbox has received all happened organically, and through this organic growth they can now offer the brands they partner with global access to consumers. This is obviously something they couldn’t be happier about, so Birchbox is truly changing the way consumers shop for beauty products online, and I think that we can expect great things from them. I personally trust the Birchbox brand, which is the key to building long-term, loyal customers.



Social Media for a Cause

Friday, July 22, 2011 by Casandra Kate Escobar
Hello.  I am CKE.  This year for my birthday, I decided to forego personal gifts and do something for others.  So, I left shame behind and asked 500+ of my closest friends to join me on Facebook for a Social Cause. The goal was to host my very first virtual party during my birthday month, and raise $500 for an organization dear to my heart.  
Facebook Page
 
Being new to the digital industry, I've been exposed and inspired to do many cool things. Definition 6 offers such great solutions to our clients, such as planning social media strategy, creating voice of brand for clients to engage with audiences effectively, and even developing amazing Facebook apps such as the one for True Blood, Immortalize Yourself, that I could not resist the temptation.  I decided to get close to the action and see what independent results I could stir up for my own cause.

My charity of choice was Infinite Family. INFINITE FAMILY makes it possible for adults around the world, through weekly video conversations, to improve the daily lives and future of sub-Saharan African children affected by HIV/AIDS and poverty. 

As an active member of Infinite Family Connections Council; the news that excites me the most, happens when students are confident, prepared and mentored into passing Regional Tests. A passing score determines if the student will attend middle school. Without passing the test and without a middle school education, the child has NO chance of a secondary education.  For my birthday, my wish was for friends to join me in contributing to the long-term success of these children.
 
Infinite Family
And now the drums roll.  What were the results of the Birthday Facebook Cause?  At first, the responses trickled in before my birthday so I was pretty psyched to see how it would turn out.  However, on the actual day of July 15th, the needle did not move past $200.  How would I ever reach the goal of $500?
 
Cause Page
I had to apply the missing component.  Engagement.  My strategy included personal emails, wall posts, videos, event invites, periodic $$$ updates, and honest communication.  In the engagement, I learned a lot about my friends and was able to really answer their concerns and questions.  The grand surprise came from an unexpected donor who received a forward of my wall post.  The message motivated the donor to match what I was suggesting and they pledged $500 immediately.  Between on-line donations and off-line donations, My Birthday Facebook Cause raised over $1000!

The power of social engagement cannot be denied.  

My desire to promote and contribute to the cause remains vibrant.  If you wish to donate during my birthday month of July, please visit My Birthday Facebook Cause.  

With great gratitude,
CKE

Google+... You know you want to love it

Thursday, July 14, 2011 by Paul Hernacki

I like Google+. +1.
 
It’s interesting to see how many people are almost afraid to say so, stick their neck out, or venture to say this is going to make it. I’m guessing this is mostly because they scrambled to praise Google Wave, and Google Buzz and were later proven wrong. And they were still recovering from Marketer’s PTSD from their ventures into Second Life.
 
But I’m willing to say I think Google+ will be a hit.  Paul Hernacki on Google+

There are so many thinks I disLike and -1 about Facebook: their abhorrent privacy practices, the way they try to decide who my friends are and whose posts I should see, the way they make control over selective posting difficult (the big difference with how Google implemented Circles is usability), the way they make grouping people difficult, their immature handling of API updates, their authoritarian control over brand flexibility on their site, the minimal real estate they offer brands while still applying extensive limitations on use, the fact they insist on it being a destination site instead of an integrated part of your overall web experience, and the fact that I simply don’t trust them. Using Facebook and developing for it feels like a massive step backward in time to the days of AOL and Prodigy.
 
Google+ definitely has a lot of room for growth and improvement. But there’s so much to like. I love having a do-over on my friends list, there are many people I didn’t Friend because I barely knew them but I would connect with them on Google+ and just put them in the circle I felt comfortable with. I love the ease of control over friend/follower categorization and the ease and obviousness of selective posting. I love the ease of export and that it’s termed Data Liberation and Google Takeout, the ease of Circle views is awesome, the very free form posting ability, the fact they have made it an integrated part of your web experience, and not just a destination site with Like buttons funneling to it.  Mashable published a great cheat sheet for Google+ that you can check out, too.
 
It needs a Wall, an iPhone app, and maybe a few Profile improvements. I really want a hashtag equivalent. Lots of work to do on how brands can use it to engage their audiences. Really the main misses in Google+ are what they haven’t yet done but could easily do, what they have implemented I really like.  It lools like a lot of the stuff is already in the works, too as seen on Geek.com article.
 
I have big and pretty well founded hopes that they will be far better about how they handle API updates and major changes for those of us that want to develop for their platform. I believe they will be far more flexible about how they allow brands to build in and around their platform or just incorporate it into theirs. That alone will keep me hoping this makes it. And I think this could be a major Trojan horse for expansion of Android and Chrome market share.
 
I think Facebook will be around and competing for a good while and will remain very relevant. They’ve gained too much market share and mindshare and too many users to just go away. But I think they have a very real competitor. By contrast, you don’t hear Twitter users constantly pleading for a new Twitter or a Twitter competitor. But you hear it all the time from users of Facebook. That’s not a good position to be in, especially when someone the size and caliber of Google actually releases something that’s pretty equivalent and compelling.
 

Infographic: The State of Mobile

Tuesday, July 12, 2011 by Mark Emery
Looking for another lengthy blog post on the state of mobile technology in 2011?

Me neither. 

Here's what the graphic says for those who prefer to read than scroll through an egregiously long infographic:

1) There are a lot of people in the world;
2) Many, many of them have mobile devices;
3) Many, many of them have smartphones;
4) Many, many of them have iPhones;
5) But not as many as you might think
6) SMS is huge;
7) Advertising is huge;
8) Apps are still growing;
9) The U.S. is behind in smartphone adoption and mobile broadband;
10) Most mobile websites still suck*

*This is not actually on the infographic, but still true. Call us, we can help. 

Definition 6 Mobile Growth Infographic 

Vampires, Sex, Flash, Clouds, and Magic

Friday, June 24, 2011 by Paul Hernacki

It's not every day you have the opportunity to work on something that screams cool from almost every aspect. Let me see if I can summarize this particular opportunity: vampires, witches, werewolves, Alan Ball, Anna Paquin, Alexander Skarsgard, Ryan Kwanten, Kristin Bauer, Deborah Ann Woll, HBO, Social Media, Facebook, complex Flash layering, detailed motion design, great creative, great script, personalization in full motion video, high availability, cloud farms, CDN's, open source, high performance where every millisecond in processing counts, and integration with multiple SaaS providers and their API's. TruBlood

That pretty much describes what Definition 6 recently had the opportunity to work on and launch with the hit HBO show True Blood that premieres season 4 this Sunday, June 26th. We helped them launch a Facebook application called IMMORTALIZE YOURSELF that takes a piece filmed exclusively for this purpose featuring many of the famous cast as a bridge between season 3 and season 4 and using Facebook connect you'll find you and your Facebook friends are a part of the video. Some go missing, others apply to be Fangtasia dancers, and you get to be an assassin. You're all featured in the show's famous credits and opening. And when it's all over you can re-do the whole thing but pick which friends you want to be in which roles. And while the concept of using a bespoke video with social aspects may not be entirely new or unique, I feel pretty safe in saying that the level of detail we achieved in the personalization is pretty rare. Everything looks far more a natural part of the video than almost anything done previously. A lot of love went into that effort. The same goes for attention to detail in the performance of the application for something involving so much Flash, video and detailed interactions.

Example of personalization in True Blood videoPlus it's just cool. It's also pretty rare in this business to do something that achieves a 99.9% positive sentiment rating with less than 0.05% technical failures in application delivery. You can check it out for real yourself here. And you can see an example of one of the videos below, this one featuring many of the team members at Definition 6 that worked on this project.

And as an added benefit, I and many of the team members had about 45 days to immerse ourselves in the brand by watching 3 seasons of a show with brilliant dialogue, and a great story that's chock full of fantastic effects, great actors, and plenty of hot vampire sex.

Our thanks to a great client. The True Blood team wrote a great script, and all the video production work and editing was done by HBO Creative Services. As always the cast and crew of True Blood were fantastic in their performances. The marketing team at HBO continues to push the edge with great ideas and non-traditional campaigns. What they have done on True Blood previously and with this piece shows how they combine innovative thinking with creative brand authenticity.

We're lucky at Definition 6 to enjoy a long-standing relationship with HBO, spear-headed by the Managing Partner of our Post-Production division, Rob Ortiz, who has been working with HBO for over 25 years. Rob, our team at Definition 6, and the great Creative Services team at HBO, especially Becca Schader, Chris Denniston and Chris Spencer, all combined to concept, POC, flush out the idea, and drive this piece with Marketing and Interactive. It's fantastic working with people like these who continue to show they are thinking well beyond the traditional 30-second spot on how to engage fans and grow audiences in a rapidly changing landscape. True Blood is rapidly approaching 8 Million fans on Facebook, and it's pieces like this that can change how you reach and interact with those fans.

Waiting Sucks. So go check out the app. And don't miss the season premiere this Sunday on HBO, 9PM EST.


Better Than My Wedding Day

Thursday, June 23, 2011 by Alissa McGregor

Every girl dreams about her wedding day; what will it be like, what the dress will look like, which kinds of flowers will I carry, who has recently pissed me off and is no longer on my guest list? And pretty much by the time a little girl hits about 12 years old, she has her entire wedding planned. Daytime Emmy Awards 2011

Well, I’m not one of those girls. For me, I didn’t dream about my wedding. Didn’t have a clue what it would be like, the shoes I would wear, how my hair would look, veil or no veil. Instead, I grew up flipping through People and Us Magazine and I dreamed about walking the red carpet. What would THAT be like?! how many photographers would be feverishly snapping my photo, how many autographs would I give, what would my dress look like and of course, how many body guards would I require?

After many years of contemplating this scenario, it finally came true this past weekend at the 38th Annual Daytime Emmy Awards! Well, most of it, at least. Let’s start with what DIDN’T happen: to my surprise, I did not have photographers feverishly snapping my photo. Instead, I had my friend, Frank, snapping my photo entirely at my direction and NOT because he wanted to. I didn’t have any body guards, didn’t give out any autographs, (unless you count the ticket I signed at the Bell Desk when I turned in my phone) and I didn’t actually have a ticket to the show.
Alissa McGregor at the Emmy Awards

Instead, I was there to be a Seat Filler. Do you ever watch award shows and wonder why there are no empty seats when someone has just gotten up to receive an award and the cameras pan over the entire audience? Well, it’s because of the extremely important job of a Seat Filler, which I was thrilled to be a part of.

So, with that said, here is what DID happen: I did have a front row seat throughout the entire show. I did sit next to Anderson Cooper, Jillian Michaels, Vanna White and, Susan Lucci. I was smack-dab in front of Gladys Knight when she sang, “That’s What Friends Are For” in honor of Oprah Winfrey and I was close enough to hear Wayne Brady tell the production crew during a commercial break that he was going to adlib the next segment, which threw the production crew into a bit of a frenzy with one of the crew responding, “Just read what’s on the monitor Mr. Brady” – yeah, right. And the most exciting part of all…I DID walk the red carpet…TWICE!

Behind the scenes, the show gets very interesting. There are about 30 seat fillers and as a Seat Filler, you are placed in a holding area in 2 lines at the back of the auditorium. The seat filler crew is dispersed throughout the room with headsets on and at each commercial break the lights go down and the crew orders however many seat fillers are needed. The crew working the holding area will then pull the correct number of people and send them down to the crew member in the seating area to place them into the empty seat.  If the occupant of that seat comes back at the next commercial break, then the Seat Filler gets up and goes back to the holding area and waits for the next seat to fill. Some seat fillers end up staying in the same seat throughout the entire show, which happened to my friend Linda, who was lucky enough to sit with the entire cast of the Young and the Restless and was able to relax and enjoy the entire show from the same seat.
Daytime Emmy Awards 2011
However, before the show began, I was pulled out of the holding area and placed in the front of the line, where my toes were inspected for polish and my shoes were scrutinized from every angle. Perplexed by this, I was wondering if my black, sparkly, shoes didn’t pass the Emmy criteria, when I was pulled down to the front of the auditorium with about 10 other seat fillers and was placed in a seat surrounding 4 actors who were going to tape the intro and the ending of the Emmy show. My job was to sit, clap and chat with the person I was sitting next to, (a dancer in the Cirque Du Soleil Elvis show), as they taped the intro. Once the taping was finished, we all went back into the holding area and watched the stars walk in.

At the 3 minute call for the show to begin, the seat filler crew began to pull and place seat fillers throughout the audience. My first seat was in the second row on stage right. After that, I move two more times both to the front row and remained there until the end.

As the show ended and everyone was walking out of the auditorium, fans were lined up all along the red carpet, yelling names, snapping pictures, jumping up and down. And let me tell you something, if you think Justin Bieber fans are crazy, you haven’t seen anything like soap opera fans. Those women are on a totally different playing field! To the extreme, even, that Susan Lucci travels with a squad of bodyguards because of all of the death threats she receives from extreme fans thinking that she really IS Erica Cane. (And you thought TV destroyed brain cells)…

So, as I was walking down the red carpet with Frank and Linda, and all of the stars, smiling and waving at the crazy fans, I thought, “Screw the wedding day. This is WAAAY better!”

Editor's note: The Friday before the big Daytime Emmy Award show on CBS, Definition 6's senior editor John Tierney received the Emmy at the Creative Arts Awards at the Westin Bonaventure in Los Angeles. It is for Multi Camera Editing for his work on Sesame Street.  Def 6 got a big shout out from the stage and was acknowledged for their great creative contribution to the iconic program. - Frank Radice

Online Video Content: We Take it With Us

Thursday, May 26, 2011 by Darcey Topham
Earlier this week, I attended the BrightcovePLAY Conference in Boston. If you know anything about Brightcove, you know they have something to do with online video. As such, the conference talked a lot about online video, and I’m about to do a little of the same.

We’re going to do a fairly quick, informal poll. Raise your hand if you watch online video? Ok, keep your hand up if you have a smartphone or tablet device? And hands still up, how many of you watch video content from your smartphone or tablet device? Yep, that’s what I thought.

Current statistics state that online video accounts for 50% of all traffic on the internet (which makes sense, considering YouTube is the number two most-used search engine after Google). Those same statistics say that 25 million Americans watching online video also do so from their smartphone or tablet device. Consider this: In 2010, 31% of people own a smartphone, which is up from 23% in 2009. Currently, 8% of the American population owns some type of tablet device, and that is expected to jump to 27% in the next year as more companies release their versions across different operating systems.

So what does this tell us? It tells us that online video, particularly mobile video, is becoming increasingly important for video content generators. Fairly obvious, given the statistics I threw out, right? (Let’s hope so.)

It is no longer a matter of “I want to watch X when I get home”; it is “I want to watch X on my nearest screen.” It doesn’t matter if your nearest screen is a smartphone, tablet, PC or even TV – either way, people are transitioning from delayed gratification of watching when and where media is being pushed to them, but rather instant gratification of watching when and where they are pulling media to their (mobile) devices.

As a content-generator, that means you must work to limit or (even better) remove any barriers that keeps the user from getting to the desired content -- your content. Your mobile content.

Some things to consider: Does your site only render video in Flash? If so, that means you’re missing the nearly 25% of smartphone users that own an Apple iPhone and 75% of the tablet users on an iPad – I don’t know about you, but that doesn’t exactly scream “edge case” to me.

Is your site optimized to be mobile-friendly? Easy to navigate with touch-screen controls? Adaptive bitrate streaming so you deliver the best quality video no matter if the user is on a 3G network or connected to a Wi-Fi hotspot?

This doesn’t mean that you have to change your desktop website experience that was built with a specific experience in mind. It means you can't just expect users to navigate your site as-is from their mobile device. Nor can you create one mobile version and expect it to work on all devices – different operating systems, different screen sizes, and different purpose.

I know, you’re starting to grab your calculator and your eyes are bugging out about how much that is all going to cost. Customization gets expensive. But what is more expensive? Losing out on your target demographic because your mobile experience is cumbersome or not available at all. (And there are great options available for customizing content for mobile devices – Brightcove just launched their new AppCloud platform this week.)

Bottom line? If your video content is not available when and where your viewers want to consume it, and if you don’t make it easy for them to do so, you lose the opportunity. Which means lost revenue.

Customers, Architecture, and Mobile Computing

Tuesday, May 10, 2011 by Ric Williams

The phrase "the more things change, the more they stay the same" has been on my mind lately. Computers have become such a part of our lives that we can’t imagine life without them. Just a few years ago it wasn’t uncommon to hear that Blackberrys called "Crack-berrys," referring to the addictive nature of having email readily accessible. Today we even have a thing called "Computer Addiction" that people can get treatment for.  The children coming of age in this era they are the most informational connected generation we have seen.  Considering the architecture changes, the changing expectations, and rate of adoption the future definitely has a more interactive and mobile look to it from a computing perspective.

I recently read where mobile devices have outsold traditional computers for the first time in the 4th quarter of 2010. Apple has been reporting sales growth while companies like Microsoft, Intel, and other companies are reporting lower than expected returns for the same period. With certain product releases coming in 2011 the anticipation is the sales trend will only continue to grow the gap.  As we see the sales trends change and more companies trying to capitalize we look to anticipate its direction and build products viable for today’s market and tomorrows.

To anticipate the direction we can start by focusing on a brief history of the mobile devices. Consider that Microsoft was an early player in this market. Compaq iPaq’s, HP Jornada’s, and others were touted as Pocket PC’s. Toshiba had one of the first tablet PC’s I remember. It even had a built in camera but the unit was very heavy. Microsoft envisioned "smart devices" and for a while had produced marketing as such. I remember they envisioned the device could be replaced and your configuration auto-magically restored. They had great vision and they dominated the early market. But while they were an early endorser and participant in the mobile field a couple of miss-steps and lack of innovation later they were behind.

It’s arguable that widespread adoption started to change with the acceptance of the Blackberry. Users were getting email connecting in ways they really hadn’t before. It wasn’t long before next up were the expectation to be able to review attachments to email. Having the internet on a mobile device wasn’t far behind that and the expectations began to speed up.  Why? because the adoption rate improved. Users saw immediate value in the functionality of these devices. But devices had different purposes. Blackberry’s did email while pocket pc’s handled calendars and other basic functionality.  I remember at one point having so many devices I felt like a techno-nerd version of Batman. While this was going on Apple envisioned the iPhone. Apple developed the iPhone in quiet and when they released it changed the market.  The change was significant enough that the carrier they worked with to support the device was overwhelmed for a time with new customers. It seemed like overnight they met and exceeded user expectations, and made a giant leap forward. Others began to follow the trend.  

User interface expectations are certainly being affected by changing expectations. How long did companies toy with keyboards until the iPhone changed the game with the popularity of its touch interface? A touch interface for a mobile phone had not been accepted until then.  Apple tried to compensate for users comfort by adding "clicking" sounds to the iPhone. But the hardware wasn’t the only innovative aspect. They innovated software are delivery as well.

The layout of the Apps wasn’t entirely new. Icon short cuts on a desktop have been around in the Mac and Windows worlds for years but the operation or implementation around the apps was. Users were able to use the devices to quickly check what they deemed the most important things.   Another expectation is the speed that these devices are expected to operate at. Long load times are not acceptable.  In addition to load times connectivity has become a key factor as well, a key contributor to the onslaught of the battling ‘G’ advertisements and related devices.  

Delivery handled through iTunes and working directly with the Apple company remains the only way to deploy applications. With the combination of hardware, software and deployment the entire platform was innovative and users liked it.

With a great rate of adoption and renewed interest in the market other players have been working to be more competitive in this market. For example, the Droid and Microsoft’s Metro concepts are two emerging or re-emerging market competitors.  With all the various players history in some ways begins to repeat itself. As they have gained more market share and their sales increased as well technical complexities re-emerge.

We still have a familiar challenge though, remember the old Mac vs PC days? Well we are there with mobile. We see different operating systems, different carriers, lack of interoperability and different devices. Consider that Adobe’s flash won’t run on iPhones. These types of complexity have a strong feeling of déjà vu for some of us. Only now we have added the extra complexity of Different networks carry different devices and different operating systems.

The innovations in both the hardware and software will continue in the space Apple has defined for a while. We are also seeing a repeat of some of the same hardware and operating system issues that have plagued IT for years.  What is different is that the adoption rate is continuing to grow. Watching over the last several months I see more executives and other carrying tablet PCs to meetings instead of the traditional notepad.  

Innovative development on the mobile platform will remain costly in some respects. Developing for multiple operating systems and different devices presents many challenges. What’s different today is that there is more of a drive than in years past to build these solutions. There are and will be tools that enable development for devices as well as across multiple platforms. However, those tools will have limitations and it will be a challenge to truly innovate through them. While working in the native system means developing different code for the same app to work on the different systems. Architecting a solution in mobile has to take into account the various considerations. Companies have to decide if they want the expense of creating an innovative app for the mobile platform or just have an app for the platform. This has a significant cost difference especially if the app has to be deployed to multiple devices.  

As customers decide their goals and directions in the mobile space it will be important for architects to use the tools available to them. The use of design patterns and object oriented techniques will be of paramount importance going forward for the software side of solution.  Creating a scalable solution for the growing functionality needs of mobile users will be critical. Considering that the hardware of the PC has evolved at a much slower pace scalability will have additional challenges in the mobile platform.

Creating a scalable solution is more challenging with the frequent release of devices and the secrecy surrounding them. Many of the tools on a mobile device have been tools available on a traditional PC. Going forward the hardware is starting to move into truly new areas.  For example, talk of the iPhone 5 and the capability of it having Near Field Communication capabilities have been going on for months. Talk has already started about functionality of the iPhone 6. Architects will be able to help customers prepare for not only the next deployment but the one after that.

The mobile environment is a market that companies cannot continue to avoid as it has passed the tipping point of adoption. But those same companies have to realize where mobile is in it maturity. Companies will not be able to build an app, deploy it, and then forget it. These apps are living in an every changing world and will need maintenance to continue operating effectively.  The architectures supporting the apps and contained within the apps must be able to scale to meet these needs.

The mobile environment is changing frequently and stepping forward in leaps we haven’t seen in a while. Developing solutions for customers means considering all the factors and leading them to understand the environment. Bobby Knight is probably as polarizing a figure in college basketball as there is. For all the negative about him later in his career, he is regarded as a great teacher of the game. It’s one of those lessons that really apply here. He said, I am paraphrasing, "we have to focus, by focusing it allows us to notice trends, recognizing trends allows us to anticipate, and that leads to action."

 

Supermoms Think Smartphones are Better than Lollipops

Thursday, May 5, 2011 by Jennifer Davidson Dowd
The statistics around being a mom these days are mind-blowing, and the job description is downright daunting.  If you are a mom, you're the CEO, CTO, CFO and CPO (Chief Purchasing Officer) of the family.  Luckily, smartphones are helping us with our daily juggle.

Both my three and five year old know how to use my smartphone.  They know my security code, they know how to access their games, and the Netfilx app to watch their shows.  My three year-old can enjoy photos of himself pretty much the entire time I prepare dinner, which is very helpful.  Babycenter did a study on mobile moms and found that 80% of us let our kids play on our smartphones, and 22% of the apps on our phone are for our kids.

My smartphone helps me relax and keeps me informed, from perusing my favorite news sources to connecting me to home when at work.  While at the iMedia iMoms conference this week, my very own mom sent me video and photos of my kids, greatly reducing the guilty-mom-syndrome I experience when traveling for work.  When my raucous three year-old went careening into the bedside table after a leap off the bed and split his lip open. I felt pretty guilty I missed that one, but at least I had my smartphone so I could do a mobile diagnosis.  Mom knows best, after all.

The same Babycenter study also cites that 45% of us confirm that our smartphones decrease our stress and gives 27% of us a sense of calm.  That’s what friends are for!

My smartphone is second only to lollipops in diffusing an escalating inner-sibling altercation (giving your kids lollipops to diffuse a situation is one of things you say you will never do until you become a parent) and that’s only because I don’t have two smartphones.  I wouldn’t be caught dead with only one lollipop. 

Neflix App

Smartphones empower us, they give us new ways to research products, they connect us with family, friends, and of course our favorite brands. Serve us the content we need to research all the decisions we need to make on a daily basis and we will thank you.  According to the BabyCenter study, 46% of moms will take action after seeing a mobile ad on our smartphones and moms account for a $1.7 trillion dollar consumer market.  We depend on our smartphones – we are there, so our brands should be, too.  

Now, who wants to go make the mother of all branded mom apps to finally take down lollipops once and for all?

I'll leave you with a few mind-blowing Mommy stats

•    93% of moms manage the health and well-being of their entire household
     - Babycenter

•    Moms with a full-time job spend 13 hours working at the office or at home on family chores
•    Diaper Changes: 7,300 by baby's 2nd birthday
•    Diaper Changing Speed: Moms take 2 minutes, 5 seconds (adds up to 3 40-hour work      weeks each year!)
•    Giving Attention: Preschooler requires mom's attention once every 4 minutes or 210        times/day
•    Taking Care: Preschooler moms spend 2.7 hours a day
     - happyworker.com

Happy Mother’s Day!

Architectural Diary - Refactoring Minefields

Monday, March 28, 2011 by Jonathan Taylor

Change sucks. I’ve heard the glib rhetoric and seen the shiny happy bumper stickers proclaiming the staunch opposite. They're often paired with an equally shiny sticker of a cat skeleton with a smiley face stuck to the front of it. "Change is good," but apparently not for the cat.

Now, I’ll admit, for some things, change is a genuinely welcome event – underwear, socks, cat litter, and most immediately my empty pint glass come to mind. However, with web application development change sucks! Change means long nights rolling in new code to replace old. Change means endless cycles refactoring someone else’s code, often on shoestring documentation and littered with dependencies you don’t know about until you trip over them. How often have you fixed one bug and 3 more pop up? Poorly written code, like it or not, is a fact of life.

Blame it on too many requirements in not enough time, or whatever you want to, but the sad truth is most developers build what they have to without thought of what it takes to support it once it’s running. If it’s your task to have to go back in and add a new feature or change existing functionality, yeah, change sucks. And the number one culprit in contributing to code sucky-ness is dependency. Updating heavily dependent code is like planting corn in a minefield, you might get a few new stalks in ok, but it’s only a matter of time before something’s going to blow up.

So, how can we, as developers, do eachother right and make sure the code we write won’t blow somebody’s refactoring effort to smithereens? Especially if it might actually be us doing the refactoring? Limit dependency in our own code! Right! Ok, so how exactly do we do go about building projects that aren’t refactoring minefileds? Glad you asked.

The easiest way to reduce dependency between two pieces of code is through a façade. Let’s go with an example. Take a look at the code in Segment 1.

Code Segment 1.

    class Example

    {

        //Default constructor

        public Example()

        {

 

        }   

        //Public method

        public void DoSomething(String thing)

        {

            //process thing

        }

    }

    public class Caller

    {

        String stuff = "stuff that needs to be done";

        Example xmpl = new Example();

        xmpl.DoSomething(stuff);

    }

 

Pretty standard stuff, right? A simple Caller class that instantiates a version of our Example class, then calls the Example class’ DoSomething() method. Pretty standard, you’ve probably written hundreds of similar code sets. But what if we had to update DoSomething()’s code to include some new functionality once it had been pushed into production? We’d have to change both our Example class, our Caller class, and anybody else that was dependent on Example to do something. Total pain.

Now, there are lots of ways we can reduce our caller class dependency in our example class. We could setup a factory to handle the instantiation of the example class, throw in some dependency injection, or heck, even define an interface we could program all our caller classes to [Love interfaces. Love them. Separate declaration from implementation in one easy step. But sadly, it’s another post…JT], but our intent here is relate to you just how easy it is to separate the declaration of our DoSomething() method from its processing through a simple façade, and in so doing significantly reduce the dependency any class implementing our Example class has to deal with. Let’s get to it.

What we’re going to do is use a really easy implementation of the Façade Pattern which Microsoft itself uses extensively throughout its .NET framework – a Non-Virtual Interface (NVI).

Oooo. Aaaahh.

Ok, big name for really simple solution to break dependency between entities. Basically what an NVI is a public method declaration that calls a private internal method to carry out its processing. I know, sounds too easy right? Right! It is! But what it does for us is cleanly separate declaration from implementation.

Oooo. Aaaahh.

Ok, I’ll stop, but this is wicked cool stuff. Check out Segment 2

Code Segment 2

    class Example

    {

        //Default constructor

        public Example()

        {

 

        }   

        //Public method

        public void DoSomething(String something)

        {

            DoSomethingElse(something);

        }

        //Private method to do processing

        public void DoSomethingElse(String somethingElse)

{

            //process something else

}

    }

 

    public class Caller

    {

        String stuff = "stuff that needs to be done";

        Example xmpl = new Example();

        xmpl.DoSomething(stuff);

    }

 

Again, it looks too easy, doesn’t it? In fact, if you don’t stop to think about what this code is doing for us, you’ll miss it, it’s that easy. Say we had to support some new corporate mandate in our DoSomething() method once it had already been released? [We have to log everytime someone does something! Log it! Log it I say!] Well thanks to our tidy NVI, all we have to do is go into our code, and add the new logging functionality to the private DoSomethingElse() method, and we’re done. Done! Our Caller class doesn’t have to be touched because its method call into DoSomething() hasn’t changed!

It’s starting to make sense, right?

So, exposing a public interface which calls a private implementation is the core of what a Façade Pattern is, and a Non-Virtual Interface is a neat trick you can use to keep your own code separated and dependency-Free.

Oooo. Aaaahh.

Sorry, couldn’t resist. Imagine how much easier your refactoring efforts would be if all your existing projects implemented NVIs throughout their codebase? Would certainly reduce the number of senseless refactoring minefield injuries, wouldn’t it? Oh yes it would.

Life might acutally be pretty good. Change would still definitely suck though.

Top 6 things to love and hate from SXSW 2011

Tuesday, March 22, 2011 by Paul Iannacchino
I thought for a hot second about writing the "here's my thoughts from SXSW upon returning from SXSW" blog - instead, I'm going for the tried and true list of the things I loved (and hated). It's so much more convenient. Besides, haven't you read enough blogs on the many marketing merits of Social Media, the tenets of context in content, the game layer and the 9 million apps vying for the title of "The Foursquare of 2011"? I know I did. On to the list!

NUMBER 6

LOVE this. http://ogilvynotes.com/ Not only a great concept - they brought it to life via some talented illustrators that would turn a given panel into an illustration, bringing the broad concepts of the panel discussion to life visually. Brilliant. Tumblr wins again. Nice work.

HATED the panels, for the most part. It was actually a common theme in discussions throughout interactive. Whether outside a panel, in a bar, at lunch, in a bar or at one of the many co-branded parties, lounges and kiosks - the feeling was that the panels were more than ever talking at the audience without really engaging them and not delivering much beyond common knowledge. I took very little away from those I attended. It was a bummer. I actually sat in a panel about marketing to influencers (apparently a new concept to the 500 or so in attendance) at which the moderator kicked off by asking, "raise your hand if you work in social media"…the entire room did apparently. I left after the first panelist reminded everyone not to forget about those consumers in between the coasts that buy stuff. Yikes.

NUMBER 5

LOVE the people. Last year, I left Austin feeling inspired, energized and entertained, especially by panels like Web Video Thunderdome (were those guys here in 2011?). This year, I left feeling the same but as I mentioned above, not because of the panels, because of the people. It really is the best thing going at SXSW. I can't think of another venue where so many people from so many divergent backgrounds just want to meet, and talk, and drink Shiner (or pitch an app?!). You can't help but meet people in the elevator, out to lunch, in a cab…it was great. My liver hurts but it was well worth it. The people are the conference.

HATED all the apps. The quest to be the Foursquare of 2011 was in full effect. There were apps everywhere, literally. Group Me, Mogwee, Livetap…can the world possibly need, or hope to sustain, this many apps? I would argue no. But, if you say yes, I have an app I'd like to pitch you! There's no better example than Hashable. At dinner someone showed it off as a must have. I don't get it. Why do I need this hash tag aggregator? However, this turned into a great little poll I conducted all week. Can you pitch me Hashable? No one could. Not one person.
TRUE STORY: I shared a cab one day with a fellow on his way to ironically…wait for it, The Hashable Party. Nice guy. We had a great chat that of course ended with my question: can you pitch me Hashable? His response? "Well, yeah (beat) I should be able to because I invested in it. But no. No, I can't". BOOM! Winning. I think I'll passable.

NUMBER 4

LOVE what R/GA did with the many, many platforms being used @ SXSW. They created Social Media Hell. Pretty genius. The seven deadly sins on blast in Austin make a perfect competition for Dante's lovely, lovely inferno. Check it out…who wouldn't want to become the Mayor of Hell?

HATED the new venue format that dispersed the panels all over town, but did so by genre or subject…sort of. It was a little vague and confusing actually and a total bummer that really interesting talks were happening all the way out at the ATT convention center. You really missed the opportunity to see a cross-section of the best of the best within walking distance due to this. I hope SXSW looks into how successful this move to segment was - people seemed pretty put off by it.

NUMBER 3

LOVED the band THE BLACK ANGELS. Caught them at the ETSY party and stayed for the entire show. It's rare to see good music before the music conference gets going - and even then - it's just so rare to stumble upon something like this. Bottom line, I woke up the next morning an bought the LP. Yes, I paid for their music. You should too.

HATED the hours. Man am I old. This is one epic run and it's a marathon, not a sprint. Everyday my disco nap was thwarted by a text or a tweet or that damn Group Me. Hey, Group YOU, buddy!

NUMBER 2

LOVED the Mapquest road trip to Salt Lick. I still feel like I need the non-marketing event Salt Lick BBQ experience, but gosh-dangit…they can cook up some meat! Still perplexed as to why not a single attempt by Mapquest to speak to a captive audience and explain why we should all like their shiny new rebrand and dump Google maps? But, I digress.

NUMBER 1


I <3 The Social Media Clubhouse. Of all the great panels not chosen for SXSW 2011, they picked mine! The panel, 99 Questions and Viral Ain't One of Them, was a great opportunity to discuss the work we did on The Coca-Cola Happiness Machine - and we were live on twitter to boot! I thank SMC for the hospitality. Even though it was off the beaten path in Austin, it was worth the trip. It's really a genius idea that I hope they do bigger and better next year. I would do it again in a heartbeat. If you dig it, share it. Thanks SMCH6!


Architectural Diary - The Future of Web Development

Monday, March 21, 2011 by Jonathan Taylor

Web application development is on the precipice of a revolution; through a confluence of independent practices and technologies, the way in which web applications are built and consumed is about to change radically.

What is happening is a fundamental shift away from the current state-heavy, page-based processing model to a loose collection of lightweight web-based services that an empowered client can consume to provide full functionality in a composite fashion. It started with AJAX, grew substantially with MVC, took shape with REST, and is now about to break wide open.

Web development up to this point has been tied very closely to processing HttpRequests on a page-by-page level. Remember classic ASP and ColdFusion with code intermixed with html on the page? [Honestly, was there ever a worse language to work with than VBScript? If…EndIf…Next? Please. Microsoft still owes the development community a sincere apology for making us suffer through the miserable excuse for a language that was VBScript – JT] Nightmare! ASP.NET brought the separation of code and markup, which was a huge advancement, but brought along with it a heavy page-processing model and cumbersome state management tied to the server, or worse, hashed and embedded in the page itself. [He’s using ViewState! Grab your torch and pitchforks! Raah!]

AJAX was the emancipation proclamation that freed web development from the confines of postback processing. Utilizing the substantially overlooked XMLHttpRequest object [Thank you Microsoft for developing the XmlHttpRequest in 2000 but not incorporating it into a browser until 2006], developers were suddenly free to call back into their server for processing without having to post an entire page’s content and wait for it to come back. In its entirety. Which took time. Like reading this. OK, you get the point. AJAX did more to enliven the web than any plugin had ever done previously, [sounding the death knell for Flash and similar technologies, R.I.P] and was the timely injection of functionality and responsiveness the web desperately needed. AJAX, however, despite its freedom from the page processing lifecycle, is still inherently tied to a page – its whole intent was to be able to refresh parts of a page without having to throw the whole page back to the server, so no matter how you implement it, Ajax is fundamentally tied to a page. Figure 1 is a good representation of the current state of web development, with different clients requiring dedicated applications to process information over the web

Figure 1 - The current state of web development

Web2
MVC changes how we even think about web processing by changing the url from pointing to a physical file sitting in a directory on a server somewhere to a call to a method in the code of our application. This is a huge change; the url doesn’t point to another page or image or even another site, it fires off functionality on demand.

Now, combine this url-based functionality with a robust client-side library such as jQuery, which is capable of consuming and populating services of various types, and you have the basis for a new processing model for web applications. Consider, free from the duty of page DOM processing, jQuery can intercept a click on the page and call any service we want instead. In this scenario, jQuery acts as a controller of our base page, synchronizing calls to a myriad of distributed lightweight service endpoints to deliver full functionality as a composite set. Incorporating the capabilities of HTML5, we’re free from supporting multiple plug-ins to support media, which we can also stream in from services as required.

So what’s really happening here is a combination of the extensibility of service oriented architecture (SOA) with AJAX-style web client processing for the purposes of delivering web applications as outlined in Figure 2.
 
Figure 2 - Composite Web Application Development

Web3

This model offers significant benefits over previous web development techniques including, but not limited to:

·         Extensibility: need a new feature? Build a new service and .js file to consume it. You’re done. And you can implement both to the live app without disruption of service.

·         Scalability: services can be provisioned collectively or separately to address performance concerns – which fits perfectly with modern virtualization practices.

·         Performance: by relieving the server from redundant page postback processing, and moving a large portion of processing onto the client, the server is free to dedicate more resources to handling dedicated lightweight service calls, significantly speeding overall responsiveness.

·         Maintainability: encapsulating functionality into independent services means if changes or added features are required by the application, only one service needs to be updated, not the entire application. And as it’s the service that will be altered in most cases, production environments will not have to be impacted by the service refresh.

·         Client Agnostic: Implementing this model frees processing from the page, meaning the same services which feed our web application can easily be consumed by a mobile or platform-specific client, extending the development effort in a parallel fashion.

Service based applications have been highly regarded for quite some time due to their clear separation of concerns and inherent benefits of such an implementation, but the challenge thus far in utilizing a Service Oriented Architecture with web applications has been the limitations of the page/postback processing model. Combining the capabilities of url-based method calls with AJAX-style lightweight service consumption, a composite web application model is emerging which will change the way web application development is considered and pursued. The revolution is coming.

6 Steps to Getting Your SXSW Connections Organized So Your Relationships Can Grow

Friday, March 18, 2011 by Jon Accarrino
SXSW logoDid you just get home from SXSW? If you burned the candle at both ends and got the most out of SXSW, then you left Austin with a slew of new connections, strengthened existing relationships and had a lot of fun. What a marathon. Panels and meetings all day, networking and parties all night, rinse, repeat. It’s exhausting, but it’s worth it because of the connections you’re building. Where most conferences focus on big product launches, SXSW is about the personal connections and networking. To quote something Annette Shade tweeted during the 2011 South By Southwest Interactive conference, “CES is to products what SXSW is to relationships.” She’s right. You should to move quickly, and within the next few days you should to organize your new connections and create a solid foundation to enable these valuable new relationships to grow.

NBC news friends reunited at SXSW
Original pioneers of NBC News’ social media presence; Jon Accarrino, Jim Long and Frank Radice

1) Organize Your New Contacts
You probably came home with a sizeable stack of business cards even if you use a digital networking app like Addieu or Hashable. If you haven’t heard of these apps yet, don’t worry, I’ll cover that later in the article. Right now just group all your contacts and cards, physical and virtual, into the following buckets:


Bucket #1: Business Opps
•    Business Opportunities
•    Sales Leads
•    Potential Business Partners
•    People You’d Want to Work With or Hire

Bucket #2: Influencers
•    Press
•    Bloggers, Super Socials & Podcasters
•    Industry Mentors

Bucket #3: Expanding Your Network
•    Competitors
•    Counterparts
•    Colorful People to Have at Parties

Bucket #4: Trash
•    People who scare you
•    Criminals
•    Jerks


2) Take Out The Trash
Awesome bobDid you get a business card from someone who threw up in the hotel elevator, sprayed business cards around the convention floor like a lawn sprinkler, proclaimed themselves to be a “Social Media Guru” or just came to the conference for the free food and drinks? You’re probably not going to do business with these people. Toss their physical business cards in the trash and don’t worry about any of the digital connections you made using apps like Hashable. They will fade away with time.



3) Scribble Some Notes
CNN grill cup from SXSWTake some notes while everything is still fresh in your mind. That will help prevent you from finding that “mystery business card” that you don’t remember on your desk in a few months. If you are a “paper person,” then grab a pen, flip over any business cards and add write a few notes on the back like: met at CNN Grill at #SXSW 2011, her favorite beer = Fireman’s 4, had dinner at Vince Young Steakhouse, etc...

If you’re a “digital person,” then add everyone to your address book and write these notes in the notes field.

4) Carpe Diem
Did you leave SXSW with a hot lead or press opportunity? If you feel you have a real and immediate business opportunity, then act on it. A lot of times, people come to conferences looking to do business pretty quickly. Seize the moment, just don’t get overzealous. There’s nothing more annoying than having your entire team harass someone you just met with phone calls and emails. That’s a sure way to sever a relationship. Assign either yourself (ideal) or one person in your organization to follow up.

5) Socially Connect
For potential or future business opportunities, you should take a much softer approach. Social media can be a powerful business tool when used properly.

Follow everyone in Buckets 1, 2 and 3 on Twitter and send a connect request on LinkedIn. Then, use a grouping solution like Twitter Lists or Hootsuite to create a listening dashboard. Create one big SXSW list with everyone or break it down into smaller groups like the sub bullets listed in the bucket above.

Now that you are listening, it’s time to say something. Maybe follow up with a quick tweet. You both just attended a conference and have something in common to talk about. Not sure what to say? You know all those pictures and video you took on your camera phone?  Every piece of media can be a valuable conversation starter and help you strengthen a relationship. Email or tweet your top SXSW connections a photo from an event you both attended, a link to something that you both talked about, or a relevant SXSW blog post... Like this one. :) For the next few months, monitor and engage your new connections when appropriate.

You might have noticed that I left out Facebook. Do not send a friend request to a business prospect on Facebook. Although some people use Facebook for networking, that’s not really what it’s meant for. Facebook is for real “friends.” Unless you know the name of their family dog or have been on a double date with the person, then you probably aren’t really “friends.” A Facebook friend request for someone you barely know can actually be a little creepy. When in doubt, wait. Start with LinkedIn and Twitter and send that Facebook friend request when your relationship is a little stronger and it feels right.


6) Go Paperless Next Time

Do you have a smartphone? If you haven’t already, go download a professional networking app like Hashable or Addieu.

Addieu will quickly exchange digital business cards with someone and automatically follow the person you are connecting with on a variety of platforms.

Hashable will exchange cards and follow new contatcs like Addieu, but Hashable will also track your connections and automatically build out your personal network over time. It’s my personal favorite. Every time you meet someone you want to “connect” with, you just select what type of meeting it is (#lunch, #justmet, #beers, etc.) and type in either their name, twitter handle, or email address.



Hashable will even check you in on Foursquare or post a tweet about your meeting if you want. As a result, you get a next generation address book that not only organizes contact info but the engagement and strength of that relationship. Plus less business cards means less data entry work for you, and it even saves some trees.

Hashable

Hashable application

So there you have it, 6 ways to get all your contacts organized so they can grow. Hope you found this blog post useful. Let’s grab #beers next year at SXSW! @Definition6’s treat!

Architectural Diary - Build a better FTP Drop Box

Monday, March 14, 2011 by Jonathan Taylor

The other day I was discussing the finer points of flat file conversion in Application Development (or lack thereof) with one of my colleagues on the Definition 6 Architecture team, and we got into a rather interesting conversation regarding how much of today’s data still gets transmitted via data documents of some kind. Modern programming practice is to transfer data via on-demand services, it's faster, easier, and in most cases much more secure. The truth of the world we live in is that most older systems, and an uncomfortably large number of new systems still  transmit data to business partners across the world using plain old text files filled with data in whatever standard they were supporting when the system was built. How's that for communcation planning? [Note: this practice has a name – Electronic Data Interchange, or EDI, and Microsoft has an exceptional tool for optimizing and synhcronizing these efforts, Biztalk 2010, but that's another post entirely – JT]

Now, my colleague, who shall remain nameless, pointed out that these systems have been functioning without problem for years, so something must be said for the persistence of such file transfer processes. My carefully worded retort was that this perceived stability was the direct result of poor sods like myself working my tail off to keep them going. At this point I feel it is my duty to disclose that while it doesn’t seem to have affected him personally, my colleague was once a long-time employee for an organization many would lay the finger of blame at for the creation and continued use of this file-based data transfer silliness, even in the face of more reliable, efficient alternatives (I won’t disclose the name of this much maligned organization, but it rhymes closely with "aye, be them"). And conceding to my colleagues’ point, this is surely the reasoning why these processes still exist today. (A clearer case of ‘if it ain’t broke, don’t fix it’ you’ll never find)

Thus, like them or not, we as developers are stuck with these processes, and it is up to us to implement solutions that accommodate them as best as possible. Now, a simply staggering majority of these systems rely on FTP transfer to distribute their data files, and typically it is up to the receiving party to pick up these files from an ftp "dropbox" and process them in a timely manner. FTP transfer has its own peculiarities that do not help this process, however, the most prominent of which being unpredictable transfer times and the disparity between the file arriving at the destination dropbox and the file completely downloading in its entirety from its origin. Aha! Herein lays our opportunity.

The problem of uncertain FTP delivery schedules causes file recipients to either delay retrieving the files from the dropbox until a time when they are certain the file will be there, "nightly file transfers," etc., or resort to "polling" to periodically spin up a process to look for the file being in the dropbox, and if it is, begin processing of the received file or pass it along to another process for further manipulation. These practices are inherently flawed and incur extensive overhead in time and system resources while constantly checking to see if the file has arrived, then locking resouceswhile the file finishes downloading before the processing of the files data can finally take place.

With .Ne however, these problems can be solved easily enough – if we can’t change the process, at least we can make it better, right? Let’s get started.

The key to our solution is a little-known member of the .NET System.IO namespace, the FileSystemWatcher class. The FileSystemWatcher does exactly what its name implies – it’s a lightweight object that monitors a directory and raises events to any changes that occur. We’re going to build a small console application and use a FileSystemWatcher to monitor our ftp directory for any new files that get created. Code Segment 1 details our System.IO.FileSystemWatcher implementation.

Code Segment 1

class Program

    {

        static void Main(string[] args)

        {

            //This should be an actual ftp directory path,

     //preferably from an App.Config file      

            String ftpPath = "path-to-ftp-directory";

 

            //Our watcher! 

            FileSystemWatcher watcher = new FileSystemWatcher(ftpPath);

 

            // Add event handlers for file created event

            watcher.Created += new FileSystemEventHandler(OnCreated);

 

            //Begin watching.

     //you need to set this to enable the FileSystemWater to raise events

            watcher.EnableRaisingEvents = true;

 

            // Code to shutdown the console if the user hits 'q'

            Console.WriteLine("Press 'q' to quit the sample.");

            while (Console.Read() != 'q') ;

        }

 

 

Right, so pretty straight-forward so far, a simple console app in which we setup the directory to be watched, implement a new instance of the FileSystemWatcher class then enable it to raise events whenever anything occurs in that directory. Now, the event we’re clearly interested in here is the Created event, which will fire every time a new ftp transfer arrives in our directory. To react to this Created event we wire up an instance of the FileSystemEventHandler to the watcher’s created event and point it to our method OnCreated, which is outlined in Segment 2.

Code Segment 2

        // Define the event handler

        private static void OnCreated(object source, FileSystemEventArgs e)

        {

            // write file name and arrival time out to the console when new files arrive

            StringBuilder sb = new StringBuilder();

 

            sb.Append("File: ");

            sb.Append(e.FullPath);

            sb.Append(" arrived @");

            sb.Append(DateTime.Now.ToShortTimeString());

            sb.Append(". Processing...");

 

            Console.WriteLine(sb.ToString());

 

            //now route the file to where it needs to go.

            ProcessFile(e.FullPath);           

        }

 

Again, fairly straight-forward, the OnCreated method simply reacts to the watcher’s Created event, and allows us to kick off whatever further processing we need to, namely writing out to the console the name and arrival time of the new file, then handing the file off to another method for further processing. Notice the FileSystemEventArgs object in the OnCreated method’s signature – we need to implement this class in order to capture the event, but it also allows us to work with a number of key parameters regarding the watcher.Created event, in particular the e.FullPath property which we’ll use to programmatically work with the newly arrived ftp file. The ProcessFile method is outlined in Segment 3.

Code Segment 3

private static void ProcessFile(String filepath)

    {

        FileInfo file = new FileInfo(filepath);

       

        //Switch to handle different file types

        switch (file.Extension)

        {

            case "txt":                   

                //process text logic here

                break;

 

            case "xml":

                //process xml logic here

                break;

 

            case "csv":

                //process csv logic here

                break;

 

                default:

                    break;

 

            }

 

Ok, so this is the final piece of our solution; we want our console app to be running constantly on our ftp server to watch our ftp dropbox at all times, so we need to be sure it’s as lightweight as possible and doesn’t maintain any internal state whatsoever, otherwise we’re adding extra load to our ftp server, and that’s entirely against what we set out to do in the first place, isn't it?. So let’s not do that.

The ProcessFile method is our routing method to move the file or notify any further services down the line that the file has arrived [an exceptional opportunity to implement the .NET Event Pattern, discussed in my previous post - JT]. We declare a FileInfo class to derive the extension of the file and route the file to a final destination based on file type.  By doing so, our console app never opens the file, never reads it into memory or maintains anything that would drain resources away from our server’s memory or processing pool, so it can run quietly alongside the rest of the server’s workload catching every new file that arrives in our FTP directory, and routing them to their final destination.

Ooo, Aahh.

Now, as simple as this solution is, we need to recognize what this implementation saves us – every time a typical FTP polling process started up, it would need to first gain access to the FTP directory, declare the directory reference in memory, then enumerate all the child directories (even if there weren’t any) followed by enumerating all the files contained in the directory to check if the file the batch process is looking for is there, and because the file transfer cannot be guaranteed to arrive at a specified time, the process would have to execute repeatedly until the file was finally found. Our FileSystemWatcher class, on the other hand simply responds to events that occur within the FTP dropbox, consuming substantially less resources.

So the key for gracefully processing FTP files without having to wait for the entire file to arrive is to process the file asynchronously. Doing so allows the main program to continue receiving file processing requests without having to wait for the code that actually processes the file. .NET provides a number of different avenues to finish that thought with, particularly in .NET 4.0, but that’s a bigger topic I’ll save for a later post. (Oh yes I did)

So to recap, yes we still have to deal with flat file transfers, but at least we can do so in a better manner, can’t we? Oh yes we can.


Architectural Diary - The .NET Observer Pattern

Tuesday, March 8, 2011 by Jonathan Taylor

Web application development can get tricky. Not only are we, as developers, charged with constructing brilliant websites that address every requirement each project entails, we also have to be concerned with the things not explicitly listed in our requirements document - things like how do we secure it? How do we know it's working at peak performance? How can we make sure people are entering in the data they're supposed to? On top of all that, if we're doing business website development, be sure to stay abreast of current application development technologies, the best ways to improve search engine optimization and last but not least, be sure to address brand experience strategy in everything you do.

See? Tricky. Fortunately, developers are weird. We like the challenges each web application development project presents. Really. We're weird.

Now despite this apparent quirkiness, in any software project we're working on, if there's something someone's built before that can help speed the development process along, we're likely going to use it. Design patterns represent tried and true ways to accomplish certain tasks in code - they're structures that solve problems common to many different project types. Confronted by a massive project with a tight deadline? Spot a process that can be handled by a design pattern? Sign me up! Design patterns to the rescue.

One of the most common design patterns which has been implemented time and time again is the Observer pattern, which is basically a structure that allows you to setup one or more entities (the observers) that react to changes in another entity (the subject). Not an uncommon scenario, right? Think RSS news readers that display news items as they are posted on the remote server. The observer pattern has solid grounding in real-world scenarios too; think of the iconic "hot doughnuts now" sign from your doughnut shop of choice – they light it up, people come running. Ok, maybe not the best of examples, as people still have the choice to grab a doughnut or not, but hey, it’s a vice, what can I say?

Traditionally the Observer pattern is implemented by using a set of objects derived from a common set of interfaces, namely the IObserver interface for objects we want to be notified of changes in another object, and the ISubject interface for the object we want to be watched. Basically, the ISubject interface defines a set of public methods to manage observer signup and notifications as outlined in code segment 1:

Segment 1

    interface ISubject

    {

        public List<IObserver> RegisteredObservers { get; set; }

        public Boolean state { get; set; }

       

        public void RegisterObserver(IObserver observer)

        {

            RegisteredObservers.Add(observer);

        }

 

        public void RemoveObserver(IObserver observer)

        {

            RegisteredObservers.Remove(observer);

        }

 

        public void UpdateRegisteredObservers()

        {

            foreach(IObserver observer in RegisteredObservers)

            {

                observer.Update(state)

            }

        }

 

So a set of methods to add and remove any objects derived from the IObserver interface to an internal list of IObserver objects which is used in the Update method to notify the observers of any change to the ISubject object, in this case a simple Boolean field called state (ugh, brutally obvious, I realize, but prudent..) . The observer objects implement their own interface outlined in segment 2:

Segment 2

    interface IObserver

    {

        public void Update(Boolean state)

        {

            //update status to reflect change in subject

        }

    }

 

And as expected, IObserver contains just one method to update itself to reflect any change in the subject object.

Not so difficult, right? A handy mechanism to handle distributed subscriber-based notifications for a number of different circumstances; if you haven’t found yourself in a situation where you needed to distribute multiple updates based off one event, trust me you will, and you’ll be happy you know about your friendly neighborhood Observer Pattern

Now while you are more than welcome to implement the Observer pattern using this traditional dual-interface manner, in .NET, there really is a better way. (You knew I was getting to it at some point, didn’t you?) Because the Observer pattern is so heavily entrenched in object-oriented development these days, and since the maintenance of registered observers can get pretty tricky pretty quickly in a traditional Observer pattern implementation, Microsoft went ahead and built its own short-hand version directly into the C# language from the very first version (yup, C# 1.0, don’t see that much anymore do you?) through the simple use of events and delegates. Microsoft uses it so much in their own internal coding, they even went so far as to rename it the Event Pattern (Oooo, Aaahh..)

OK, so here’s how it’s done: we’re going to build a subject class to expose an event whenever it changes internally, then we’re going to define a delegate to handle that event, which we’ll use to link all our observers to the subject– and we’ll transmit the subject’s change in state through a custom EventArgs class. Now, if that sounds like a lot, don’t freak out just yet, if you’ve ever wired up code to an event in .net, you’re already well acquainted with how events and delegates work through the standard signature of an event handler – think of a button click event handler like the one outlined in code segment 3.

Segment 3

public void Button1_Click(Object sender, EventArgs e)
{
    //button event code goes here
}

See that EventArgs parameter? That’s how .Net passes parameter values to event processors. So the cornerstone of implementing our own .net observer is by overriding the default System.EventArgs class with our own version to hold the information we need to pass to our observers from our subject class. Sound like a plan? Let’s get started.

Code Segment 4 lists a custom event class which contains two readonly properties, oldvalue and newvalue – we’ll use this class to notify all our observer objects whenever there’s a change in our Subject’s values.

Segment 4

public class SubectChangedEventArgs : EventArgs

    {

        //these values will hold values our observers want to know about

        private readonly int oldvalue;

        private readonly int newvalue;

 

        //constructor that sets old & new values

        public SubectChangedEventArgs(int oldval, int newval)

        {

            oldvalue = oldval;

            newvalue = newval;

        }

 

        //readonly properties to return Subject values

        public int OldValue { get { return oldvalue; } }

        public int NewValue { get { return newvalue; } }

    }

 

Ok, so now that we have a custom EventArgs class, we need to declare the event handler which our observers will mimic to receive subject change events – our delegate:

Segment 5

 

public delegate void SubjectChangedEventHandler(Object sender, SubectChangedEventArgs e);

 

 

The SubjectChangedEvenHandler defines a method signature which all our observers will implement to receive notifications from our subject; two parameters are defined – an object and an instance of our SubjectChangedEventArgs. When declared as a method in one of our observer classes, the object parameter will be a reference to the Subject object the Observer is watching, and changes to its values will be held in our readonly SubjectChangedEventArgs class; code segment 6 lists a typical observer object implementation.

Segment 6

    public class SubjectObserver

    {

        //int to list change in value

        int change;

 

       //subject change even handler to match our delegate and use our custome EventArgs class

        public void SubjectChange(Object sender, SubectChangedEventArgs e)

        {

            change = e.NewValue - e.OldValue;

        }

       

        //constructor that requires a subject to observe

        public SubjectObserver(Subject s)

        {

            //Register our delegate-based method to the subject instance

            //This is how we link our observers to the subject

            s.SubjectChanged += this.SubjectChange;

        }

    }

 

So, the SubjectObserver class has one method that matches our delegate defined to handle any changes in the subject, and we wire up the observer to the subject by linking our delegate-based SubjectChange method to our subject’s ‘SubjectChanged’ event as an event handler. Nice, huh? .Net baked-in goodness. The final piece of our puzzle is the Subject class itself. The Subject class has two responsibilities – to expose an event for changes to its internal value (which we’ll use to hook all our observers to as event handlers), and to ensure it raises this event any time a change to its internal value occurs. Code Segment 7 lists how our Subject class is structured.

Segment 7

public class Subject

    {

        //private int to hold the current subject's value

        private int subjectValue = 0;

 

        //public property to set the subject value,

        //the set method is where we capture the value change and

        //notify all the registered observers of the change

        public int SubjectValue

        {

            get { return subjectValue; }

 

            set

            {

                // new eventargs class to pass the current subjectValue and the new value

                SubjectChangedEventArgs e = new SubjectChangedEventArgs(subjectValue, value);

 

                //update the subjectValue

                subjectValue = value;

 

                //Signal all the observers

                OnSubjectChanged(e);

            }

        }

 

        //declare the event using our SubjectChangedEventHandler delegate

// to handle changes to the subjectValue

        //we'll also use this to attach our list of delegate-based observers to.

        public event SubjectChangedEventHandler SubjectChanged;

 

        //method to trigger our subject change event

        //Note: events can only be triggered from within their respective types,

        // thus we marked the scope as virtual protected to allow the method

        //to be over-ridden while still being able to raise the default event

        virtual protected void OnSubjectChanged(SubjectChangedEventArgs e)

        {

            SubjectChanged(this, e);

        }

    }

 

So there we have it, a public property with its setter calling a protected function to raise its own event to notify all our registered eventhandler observers. Any time the subject changes, the SubjectChanged event gets raised, and all our observers can react to the new value enclosed in our own custom SubjectChangedEventArgs class.

Now, admittedly that seems like a lot of work compared to the traditional ‘I only need two interfaces’ Observer pattern implementation, but the payoff is in the use of the pattern, as shown in Segment 8 which outlines the process of using the classes we detailed previously to gain our .Net Observer pattern sweetness.

Segment 8

    Subject subj = new Subject();

 

    SubjectObserver observer = new SubjectObserver(subj);

    SubjectObserver anotherObserver = new SubjectObserver(subj);

 

    subj.SubjectValue = 33;

 

    //both observer and anotherObserver both update immediately

    int observerValue = observer.Change;

    int anotherObserverValue = anotherObserver.Change;

 

Ok, now seriously, how freakin’ cool is that? No messy ‘I’m an observer, add me to the list of registered observers’ calls, no ‘ok, I’ve changed, let’s loop through the list of registered observers and let them know’ routines, just wicked fast event-based programming. And did I mention the wicked-fast-ness of this .net Observer implementation? Oh yeah.

Again this is a .Net-specific implementation of a widely recognized and utilized design pattern of modern object-oriented programming, the Observer Pattern. Microsoft uses this pattern extensively in their own class structure for the .Net framework – so much so, they’ve come to call it the Event Pattern. 

Oooh, Aaah…

Regardless, if you haven’t had the need to implement a similar pattern in your own coding projects, you probably will run into it sometime in the future, and when you do, you are now armed with the powerful and pervasive .Net Event Pattern.

NATPE 2011: The Rebuilding Year

Monday, January 31, 2011 by Frank Radice


The National Association of Television Program Executives Annual Event

I've been going to the NATPE TV supermarket for years.

I remember a time when millions of dollars were spent on the booths, and lavish parties were thrown for the execs and the affiliates.

I also saw it lose ground to CES during the financial meltdown, and now I've seen the start of a comeback for NATPE as an event and a marketplace.

I'm told there were a thousand more attendees at NATPE this year over last.

67 countries were represented here and every major content provider globally seemed to be in attendance.

This year, they had online show guides to help navigate the sessions and the floor, a hash tag and TwitterFall, a Facebook presence, and lots of social media interactions...they just needed better access to the NATPE Wi-Fi on site.

The theme this year was "Content First!”


NAPTE Venue

Some things I heard and learned on content distribution, international programming, video strategies, brand integration and connected TVs:

Netflix, HULU, and other new(ish) content rich platforms need to be viewed as alternative distribution methods, not competitors. Beth Roberts of NBCU says broadcasters need to rethink their approach to windowing feature content to avoid being overwhelmed by all the new platforms.

But traditional media still sees platforms like Netflix as foes, where content producers see it as its friend. The truth is it's not going away, so everyone needs to play nice in the sandbox.

The mood overall was upbeat, as the advertising climate heats up again.

The international business was red hot according to my sources, and of course Latin American programming played a significant role here, with a large turnout from Univision, Telemundo and Televisa (not surprising in Miami)!

There was talk about the mainstay of Hispanic programming in the US Latino market- The Telenovela - being the best at serving the female demographic to the detriment of the male viewer. In other words, give the guys something more to watch as well!

Yahoo!, having lost the UGC battle To YouTube, is changing its video strategy to one of original video content.

#NAPTE

#NAPTE Barndon Tartikoff AwardBrand integration in programming was a big topic for the advertisers here. There was even a company on the floor pitching a software solution that inserts banners into video called SeamBI for seamless branding integration.

The talk about multi-screen TV consumption was still on a roll here, so that's good news for interactive TVs (but I'm still not convinced. Get Glue and Twitter while watching a show already distracts me).

And one last thought. It was an honor to see two old friends, Dick Ebersol and Mary Hart join Regis Philbin and Gerhard Zeiler, all Icons of television, receive the Brandon Tartikoff Legacy Award from NAPTE.  It truly was an inspiring event.

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http://twitter.com/fradice

http://www.def6.tv


Who asked you to make the idiot box smart?

Wednesday, January 12, 2011 by Michael Kogon
About 18 months ago we bought a post-production business in Manhattan Creative Bubble (now definition 6) and  unified it into our interactive agency because we fundamentally believed that the future of the internet and marketing was brilliant story telling. We wanted a group of story tellers and emotion creators to be a core part of our team and have the capabilities to produce work for Hollywood, TV and Madison avenue at a world class level.  We have achieved this and since unification have won a Clio, an Emmy, an IBIXX, OMMA, ADDY, ProMax and even Small Agency campaign of the year from Advertising Age.  But what I did not expect was to be so engulfed by the discussion regarding "What is happening with TV, entertainment and the internet?"

 

Most of the conversation has sounded like "who moved my cheese?" especially to an outsider who never had cheese in the first place (cheese is consolidated broadcast advertising dollars and limited distribution channels such as movie theaters and DVD's). Ultimately, I've come to believe the issue isn't that TV is dead or dying, in fact it is growing and thriving, or that VOD is going to destroy Hollywood. The issue is that ad buys are more complex, dynamic, fragmented and content distributors are having to work harder to maintain margin and that content producers are having to become more sales savvy because they need to have more customers than the limited number of broadcasters and theater distributors from days long ago.  Everyone blames the internet, the Millennial’ s, the mobile revolution and cord cutters for fragmented the audience and making it harder and harder to find a digital dollar vs. digital penny.  As a response, we are seeing a slew of "Smart TV's" internet enabled televisions with app stores, over the top content, deals with VOD organizations and social integration. Awesome! Fantastic! we will bring the distractions from traditional living room TV into the living room and then we will get all the dollars in one place again and things will just be beautifully profitable for us again.   Except…..

 

Who asked you to make the idiot box Smart? I want to watch TV, not necessarily watch a specific show, just watch TV.  According to a #CES panel where either Nielsen or TV guide said "70%+ of the people who sit down to watch TV don't know what they are going to watch until they sit on the couch" - ok, I buy that, and to me that means I still want it to be easy, passive, yes I want to do discover, but not necessarily search and explore like I do with Google, Twitter and Pandora. Stations and networks are good, they have themes, they have repeats, they have marathons in case I've fallen behind or want to get immersed on a weekend afternoon in a new series. So stop touching my TV, I want to sit back, relax and watch the "History of Steel" or "Golf" or "The Guy from the 70's painting and talking in that soothing voice" - I don't want to grab content, make my own playlist, find my favorite actor that cross references with Kevin Bacon to kill 20%-50% of the time I have to WATCH TV. Leave my few times a week I have no plan, and only want to enjoy.  Now if you can make it work with my iPad and come with me on my phone when I'm in line at the supermarket, then I'm all yours and I look forward to the new adventures of "TV and Me".

Follow Michael on Twitter @mkogon

6 Takes from CES

Tuesday, January 11, 2011 by Michael Kogon


Las Vegas for CESI've traditionally never said anything about a trip to Las Vegas, but in the spirit of shared experiences, I wanted to highlight a few things from CES 2011 that I found worth noting #CES (hangover habit from the conference).  I think out of everything that I saw and heard, the following really stuck out to me: 1) Build a platform 2) Exports are key 3) Droid Tablets 4) Multi Screen TV watching 5) Mashable throws a hell of a party 6) Facilitate Networking to add value







 

1.       Build a Platform - In our unified marketing agency, we talk with customers about paid, earned, and owned media all the time.  We firmlyFord Synch at CES believethat a company should strive to have a robust owned media asset platform upon which to leverage and create additional earned media by adding value and asking others to contribute to their ecosystem.  In effect we want companies and brands to think about developing a platform for future development. # CES brought out many examples (App Stores by TV and Cable operators and Telco), but the one that I found very intriguing was the Ford Sync Developer Community.  The idea that a car company would be embedding within its vehicles a platform for third party developers to provide solutions inside the vehicle is just amazing.  We in America spend so much time in our cars, it is very exciting to see what tools and capabilities we will be handed over the next 24 months.  Personally, I would like the sound cancelation application for long family road trips as well as the "clean and closest bathroom app" – Note: I have two daughters. In a company and brand sense, if you can build a platform for others to add value to, then your customers, suppliers and you benefit and will enjoy a higher value than if you merely communicate with each other.  A platform mentality will encourage you to think about connecting with each other and that is what is required for the always on and always in motion society we live in today.

2.       Exports are key - the Innovations Power Panel was fantastic - I encourage you to take an hour and watch it.

 

The panel was fantastic and talked about many things:  education, tax policy, infrastructure, but the comments regarding Germany's economic strength and focus on Exports really caught my attention.  Applying the thoughts to business and brands; aligning ones company exclusively and daily around producing something those outside your business want and value is a very powerful idea.  I know that is what we should all think about because we are supposed to be customer centric, focused on adding value to others, etc. etc. But much of the time I hear folks talking about their challenges, it has a lot to do about internal stuff and not enough about the export we are making that others value. If we think in terms of being a country, do we want to be an import or export company?  It seems to me that focusing on being a trade surplus organization is better and creates more value for everyone over time.

 

3.      Droid Tablets - the year of the Tablet #CES 2011, that was probably the most tweeted phrase day one and in almost every release about the Android Tablets at CESshow. And it certainly was in many ways.  There must have been 1500 different tablet manufacturers and by end of 2012 everyone who wants a tablet in any country will be able to find one that fits their needs, budgets, and networks. But to me the thing that will have the biggest impact will be the Droid Tablet, the free OS and readily available app developers from the Droid phone will make the tablets richer and more robust than any first generation platform ever. Apple will still be "King of the World" and RIM's efforts should be rewarded by corporate users and Samsung has a wonderful new place in the market headed there way. But I predict the Droid Tablet will be much like the AK-47 - the world's workhorse in its category for years to come.

 

 

 

4.       Multi-Screen TV watching - I think that people like to lean back and watch TV and not lean forward point a device at a screen and try to navigate aMulti-screen Viewing at CES computer type experience from their couch. And I think people like to have a tablet or laptop on the couch so they can do more than one thing at a time.  So to me the smartest "Smart TV" was the Viera Connect from Panasonic - It took the remote, turned into a tablet and allows you to control the smart internet enabled TV from a computer interface 6 inches form your face and then watch the results on the big screen. It allows you to view content that is in parallel with each other on both screens (it should make Bad Girls Club and Fantasy Football fans more glued than every before); It opens up a whole new world to advertisers, marketers and programmers to be able to have access to both screens in the living room and to add value in new ways not yet "Seen on TV". I'm very excited about what we can do for brands, broadcasters, content creators and consumers with this new multi-screen interaction capability.



 

 

 

5.      Mashable throws on hell of a party - The Mashable Awards started with a great VIP event serving 21 year old McCallan and various meats on a stick, rolled right into a 1000+ person theater with a great DJ team, well produced videos and a great overview of all things social, digital and hip; Followed by an after party in the club and then, and then and then…..Thanks guys, looking forward to Orlando.

Mashable Party at CES 







 

6.       Facilitate Networking to add value -  every sentence for about 72 hours had a #CES when I typed and I found it interesting that on Friday I spent about 10 minutes just watching my TweetDeck column with #CES.  It barely could keep up and was moving about 3 tweets a second and in at least 5-7 different languages.  There was a good amount of PR content from manufactures, but mostly it was comments caught by participants during panels, keynotes, demo's and conversations that were being documented, shared, RT and discussed. I guess we had long format blogging a few times a day three years ago, and press releases and video before that.  The energy that a full community dialoguing continuously and in real time was amazing and empowering.  I sent a lot from @mkogon and my recommendation is that if you have a supplier show, customer event, user conference, sales rally or other major gathering, you incorporate a #hashtag, a social media DJ, large screens, readily available Wi-Fi and encourage your audience to participate via social media. It will make your networking event more valuable and your participants more connected to you and to each other.

 

So there you have it, I've got another post coming about "Who asked you to make my idiot box smart?" and a few others that came from the show.

 

 


Checking In To Tell The LBS Story

Wednesday, October 13, 2010 by Gil Wolchock
Fall is my favorite time of year, just like it is for a lot of folks. While I enjoy the cooler temperatures, the changing of the leaves and all the preparations for the holidays, the real coup de grace for me is sports. Let’s face it, summer is the ‘dead of winter’ for a true sports fan, but fall is our Valhalla. 

I mean, could October be any better? You have baseball pennant races, playoffs and The World Series. In Hockey and Basketball, the seasons are just beginning and everyone thinks they have a chance. For America’s new favorite pastime, college and professional football are in full force.


But you're on our blog to read about unified marketing or the latest technology trends, right? You don't really care about my passion for sports.

When Sports and Marketing Collide

Sports and marketing have been closely aligned for as long as I can remember now. From the ads you see in the programs at the ballpark, to TV/radio spots (and shows created for the sole purposes of selling ads I might add). Of course, there's also the signage all over, including player uniforms, the scoreboards and that precious real estate in the line of sight of any television camera (like behind home plate).

The next iteration of fan engagement is coming through Location Based Services (LBS). There is no question that services like FourSquare, Gowalla and Facebook Places have moved beyond the fad to widespread fan adoption.

For me, I think sports is the bridge between fad and reality for LBS. Sporting events - whether you're at the game or watching it in the neighborhood bar or from your couch with your Snuggie on - have always been about participation. Fans want to be part of the experience. With LBS, they can mark the event.

-          A captive audience – when you arrive at a stadium for a game, they have you at “hello”.  You are there for 3-6 hours (if you include tailgating).  Advertisers have long seen the value here with placement in Programs, buying up ballpark ‘real estate’, etc…

-          Fans are a passionate, core demographic for sports. The term ‘fan’ comes from ‘fanatic’ - is there a more poignant example of this passion.

LBS Creates New Opportunities for Storytelling

-          The narrative – here ‘IT’ is, the KEY to making LBS truly successful. At the heart of any success is STORYTELLING. At the heart of sports and why we love them is STORYTELLING.  Whether it is sharing the ‘moment’ with 95,000 others or telling your grandchildren 40 years later about how you were there when ‘IT’ happened, sports is about the story! Deep in this concept of STORYTELLING is the desire to SHARE, which is really what LBS is about.

So now that we have the groundwork we need to look at LBS and assume that something is ‘missing’.  If you agree that three things needed for success today from a marketing standpoint are storytelling, technology and social engagement you can begin to see where I am going.

Clearly LBS’ have the technology angle solved. Smart devices with GPS and social networking built in are what have fueled the revolution. Additionally, they are inherently social. You check in, tell your friends where you are, see where they are, etc... 

What I see as missing is the ‘story’. When LBS first launched the question was raised, “Why would I check in and tell people where I am at?”  In those early days the answer was, “If you give them a free beer they will check in”. While that worked initially, I don’t think it is a long-term strategy.

What should be the answer is sharing. Let people share in a group experience, add in their commentary/story, record it for posterity, and then relive it as they choose. Now, what better platform is there for that than sports? 

Take this past week and look at all the great stories you could have been a part of:

  • Roy Halladay pitching only the SECOND No Hitter in baseball playoff HISTORY
  • Bobby Cox managing his last game for the Atlanta Braves
  • Brett Favre throwing his 500th touchdown last night on Monday Night Footbal
Quite literally there were THOUSANDS of fans looking to share those stories and LBS’ could have been the perfect tool to do so. Sure, you get a glimpse of the story with a short message, but there's more to it than that.

You could check in that you were there, you could post pictures, add running commentary and lastly share the emotions of the moment.  Yet, it’s not being done, at least not through one consistent service.

The question is then why? The answer is money. It’s expensive to launch initiatives, especially ones that don’t have a direct ROI to the groups, in this case a Sports Teams, bottom line.  But I see that as short sighted and where advertising can step in.  For an advertiser what is the benefit of placing an ad in the program of a World Series Game? It’s that eyeballs in the stadium will see the ad, resonate with it and choose to purchase your product. 

The same thing can happen through LBS with an even more emotional pull. Take the Halladay no-hitter (as a Philly fan I will). If I were checked-in to the game and right after it ended, I received a personal message to me (and the others that checked in) that I could be the FIRST to get the t-shirt commemorating the event --- how fast would I do it? Two seconds! How long would it take me to tell the rest of my social network that I did?  Less than two seconds!! 

Soon I would have two stories to tell, the game AND the great offer I received after, all because I was checked-in. How many of my ‘friends’ will now check into games waiting to see if they will get anything? A lot of them. If they get something, they might tell two more friends, and they tell two friends and soon we are all using shampoo from the 1980’s!

So, why haven’t teams, leagues and advertisers seen the power of this yet? I’m not sure, maybe they need to check into LBS in the off season.

 
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