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DEFINING INSIGHTS

We Got LUCK-Y!

Monday, January 30, 2012 by Darcey Topham
Over the last few months, I have been privileged to work with a talented group of people onHBO Luck Chips a new project for HBO Luck. Working together with the HBO Marketing team, Civic Entertainment Group and Live Stream, we created an application for Facebook that allowed people to become involved in the dark, seedy world of horseracing by practicing making bets on old races before accessing the real betting experience that would lead to a 6-race live Race Day event. An event that would not only be Facebook’s first live racing event, but only the second live sporting event aired over streaming video through their site.

And just saying that we all worked hard is a complete understatement. When you’re dealing with any event that has a live component, there is a definite element of the unknown to contend with. So many “what-ifs” to consider that you have to have a back-up plan for your back-up plan. (Or a “what if our lead developer gets kidnapped by aliens” plan, right PH?) But when you’re dealing with a live event that involves multiple remote locations, having that video fed into a streaming player, that aired on Facebook, and then the data sent through separately to be updated in a quick-turn fashion, you almost feel like you can never be prepared enough.

Luck
When it all comes together, however, it is exhilarating. And when you are lucky enough to have your favorite bar host a viewing/monitoring party to celebrate it, it doesn’t get any better. Unless you’re this guy who got really excited when “Mucho Macho Man” won in the fifth race.

Edited by Ryan Kantor to fit the new blog template 5/4/2011

Big thanks to Justin and all the folks at Diesel Filling Station for their hospitality, support, and participation – seeing people enjoy something we created makes the hard work worth it.

Darcey and Dana at Diesel

d6ers at diesel

Happy Green Week! Make your check-ins count with the Green Square App for iPhone and Droid

Wednesday, November 16, 2011 by Jeremy Bromwell

On Sunday November 13, 2011 Green Week began and to help support the Green is Universal mission to raise Green awareness and effect positive change to the environment, my company built a new mobile application for iOS and Android devices, Green Square.

Green Square - Splash Screen
My team at Definition 6 was tasked to create the application that would integrate foursquare technology with a “Green” twist.

The Green Square app gives users the ability to easily spot “Green Scenes” nearby and learn site-specific "green" information about the location, or view eco-friendly tips from NBCUniversal talent.  From a user (and foursquare addict) point of view, I love the fact that I can easily see how Green my existing network of friends is, check-in to any foursquare location, and earn custom Green Badges. 

Green Square - Intro Screen If you are a “Greenie” or an eco-savvy person you can also nominate locations to be deemed Green Scenes by the NBCU team from the app.  Of course, for my fellow foursquare addicts, you continue to earn points on your leaderboard and can keep or claim your mayorships by checking-in from Green Square.


By harnessing the power of the mobile, social, and location-based ecosystem, we were able to develop this app as a way for NBCUniversal to build a stronger, more personal connection with its audience during Green Week.

It was a great project to work on with my team at Definition 6, and the NBCUniversal team, and I’m thrilled with the way the app turned out.  In fact, I look forward to new features and functionality that may be added in future releases, taking into account the feedback and reviews we are gathering this week as more and more users download Green Square.

Take a look for yourself, download the app today for free, and see what’s “Green” near you! http://greensquare.greenisuniversal.com


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.


Smartphones and the Mobile Internet

Friday, June 3, 2011 by Mark Emery
Background: It’s almost impossible to describe the smartphone market accurately without sounding overly prone to hyperbole. Worldwide, nearly half a billion smartphones will be shipped in 2011. By Christmas of 2011, one in two Americans will have one. Gartner predicts that in 2011, 85% of all handsets shipped globally will be able to access the mobile Internet.

US Smartphone Market ShareUS Smartphone Market ShareIn Q1 of 2011, Android supplanted Apple as the #1 smartphone OS in the U.S. While smartphone manufacturers jockey back and forth with one another for frontrunner status, swapping places with every latest hardware entrant, only feature phones (where the OS is proprietary firmware, and NOT a third-party development environment) are left in the starting blocks; there is little churn in the segment. In fact 2011, according to Nielsen, will be the year smartphones overtake feature phones in global mobile shipments.

For brands looking to build or maintain a mobile presence, the smartphone onslaught simply cannot be ignored. Nor can it be oversimplified. Too many American marketers think mobile is merely a stripped-down digital experience, a checkbox extension of their digital initiatives created automatically through the advent of rich smartphone browsers. The reality is that, worldwide, more people access the Internet through mobile devices than personal computers. It is the first screen, not the third. That over 95% of domestic digital marketing budgets are earmarked for non-mobile initiatives is an unpardonable lack of imagination, courage and good sense.

Smart brands and advertising agencies must consider several factors when evaluating how to create a mobile presence for smartphones. First the upside of browser-based mobile applications:  

  • Write once, run anywhere: This is the siren’s call of mobile that promises cost efficiencies by keeping the time spent creating, maintaining and updating applications to a minimum through the utilization of a tool-based multi-platform design paradigm.

  • Universal browser availability: A rich browsing experience is all but universal in the smartphone market. If a brand presence can be defined and made accessible through a mobile web browser, it reduces the number of headaches to resolve for platform-specific nuances as long as you stick to the lowest common denominator.
 
  • Support of advanced features available in HTML5: There are some components of HTML5 that will be a boon to mobile devices. Unlike mobile browsers of old, HTML5 promises offline support. Also, video in HTML5 is standardized, which will make adding video content to websites much easier. HTML5 also supports a GeoLocation API, allowing web developers to capture critical location data.

  • Layout standardization: Web browsers depend on a layout engine at the presentation layer. While there are myriad mobile browsers available, WebKit and Gecko are the layout engines used by most, including Internet Explorer, Firefox, Safari, and Chrome.

Unfortunately, there are also downsides to a browser-only approach, including:  

  • Browser diversity: The most prevalent smartphone browser in existence is the Blackberry, which has its own layout engine used by precisely nobody other than RIM. At the very minimum, creating a browser-based smartphone application that works on a majority of devices will require at least two completely separate development efforts.  

  • Limited HTML5 support: When Steve Jobs lambasted Adobe’s Flash in 2010, he pointed to HTML5 as the author of its death spiral. Somebody forgot to tell RIM, who supports the Opera browser while remaining ambiguous about HTML5.  

  • Hardware-specific amenities: Downloadable applications are typically able to access many features baked into the hardware that a browser-based application simply cannot. From the iPhone’s popular “shake” feature to other phones cameras and GPS chips, in order to unlock the richest of features from a mobile device, you have to think thick-client.

While the debate continues, what is certain for brands is to contemplate the merits of downloads vs. browser-based applications on a case-by-case basis. Mark Donovan, comScore SVP of Mobile concludes, “with mobile media consumption on the rise, the discussion of how consumers are accessing content -- whether it is via application, browser or both -- continues to be an important factor for companies looking to invest further in their mobile brands.” In every scenario, however, it is important to consider what will not work, and that, specifically, is to think that just because an HTML-based application works on a personal computer, it is sufficient for a mobile device. Mobile users have limited and hugely variable display capabilities, awkward and difficult input mechanisms, and the mobile mindset differs vastly from the PC user’s mindset.

In future posts, I’ll talk about mobile application design principles and dissect smartphone platforms in an effort to provide color for brands contemplating including them in mobile marketing strategies.

How Social Media Revolutionized "Fandom" Forever

Tuesday, May 31, 2011 by Jon Accarrino

Depending on your age, you might (or might not) remember something called "Fan Clubs." Basically you paid a yearly membership fee and in return got special messages from the club, discounts and even free gifts from time to time. There were fan clubs for everything: sports teams, pop stars, swimsuit models, bands, TV shows, hobbies, popular toys... this list could go on and on. Personally I've been a member of fan clubs for Pearl Jam, Queensryche, Model Car of the Month, Beer of the Month, Ovaltine, Sweet Pickles and to be completely honest here, I was even a member of the Samantha Fox fan club for a couple years.

My favorite Samantha Fox song, "Nothing's Gonna Stop Me Now".

 

Bragging Rights
Pearl Jam Record

We joined fan clubs because they made us feel special, especially at a young age. They brought us closer to brands, activities and people that we were passionate about. That postcard from Donald Duck, Yoda, Samantha Fox or Michael Knight had our name on it and gave us bragging rights at school. And good fan clubs, like Pearl Jam's Ten Club, gave fans exclusives like access to premium concert seating and free records. I remember getting a Pearl Jam fan club record called "Let Me Sleep" and bringing it to school. People were cutting class just to see it and none of us even owned a record player.


You've Got Mail... In a Few Months

But because fan clubs relied heavily on the US Postal Service and the printing process, communications between fans and the fan club administrators were spotty at best. Fan club newsletters were usually monthly, delivered via snail mail and didn't provide much opportunity for fans to respond or contribute to the club. Sure you could mail a letter to the fan club but would anyone read it? Respond? Would Yoda ever read my letter telling him that Santa brought me green and brown Yoda Underoos for Christmas? If he did, he never responded.

Yoda Underoos
Yes they actually made green and brown Yoda Underoos.

 

Digital Technology Gives Fans a Bigger Community Voice

But as clubs started to adopt digital communication tools like email and web sites, fans finally got to have a voice in their own community. Content could be delivered to fans more frequently, the fan experience could include interactive web pages and fans could even directly communicate with other fans if the site had a forum or chat room.  The introduction of Blogs in the early 2000's made things even easier. Fan club administrators didn't have to rely on website designers to update pages and format email newsletters anymore. Blogs were easy to write and could include images, audio and videos unlike forums and chat rooms. Blogs basically allowed anyone to be content creators. Some brands even started allowing fans to write blog posts. And the best part? Fans could react to this new frequent stream of content by simply writing blog comments.

 

Social Media and Real Time Conversations Between Fans and Brands

Fast forward a few years to today and social media has changed everything. Mass communication with a niche community, or even the entire planet, is now direct, easy and instant. Where a monthly printed newsletter might take weeks for a fan club administrators to produce and distribute, a single tweet composed by Lady Gaga from her phone after her sold-out performance at Madison Square Garden has the power to instantly reach millions, especially now that she's the first person to garner 10,000,000 followers. There are articles written about her social media success frequently, including an article posted hours after this blog was written!

Lady Gaga

And social media is a two-way street. Of course messages can be broadcast to a large audience. But the ability for fans to engage with celebrities and brands has never been easier thanks to social media. Instead of writing and mailing a letter to an anonymous fan club PO Box, fans can now use services like Twitter to Tweet directly and publicly with personalities.

Fans can also engage in conversations with other fans all over the world and give fan-created content a virtual thumbs up by "Liking" it or re-sharing it. The voice of the fan has never been louder or more influential. And some major brands like Coca-Cola are embracing this power.  Coca-Cola (disclosure alert: Coca-Cola is a Definition 6 client) is leveraging the power of social media to let their Facebook fans manage, moderate and produce content for their own community. Coca-Cola still participates in fan conversations and community content creation, but their Facebook page allows any fan to post something on their wall. The community even moderates fan content. Inappropriate messages are flagged by the community. Not only does Social Media enable brands to instantly communicate with their communities, but it also allows brands to give an equal voice to that community.


The Layers Are Gone

Social Media has changed fandom forever. It has brought fans both closer to celebrities and brands, as well as each other. The multiple layers of communication are gone. The "fan club managers" who were hired by a PR company, which was hired by a record company, who only communicated with the band through their manager, can all be eliminated with Social Media. Many personalities, like Lady Gaga, have assumed the role of Community Manager and use social media to communicate and have conversations directly with their fans, and in their own voice. Seems like we've come a long way since decoder rings and Ovaltine.


Landfills, Singing Canadians, and Margaritas at #RaganCisco

Thursday, May 12, 2011 by Rachel Conforti
Another great Ragan event took place last week in San Jose, CA at the Cisco headquarters, and while we didn’t see the same antics that went on at the last event in Las Vegas, we still managed to have an incredible week. As a resident New Yorker, and not a car owner/driver, I was a bit apprehensive at first about driving in San Jose, by myself, as I'm not the best with directions.  My fears were proven true on the first attempt to attend the pre-conference workshops, where I got lost and ended up in a landfill.  When I asked for directions, the attendant told me he "only knew how to get from his house to this place" and I found myself surrounded by trucks, and in a bit of a pickle.  Eventually, I was saved by my Android phone and Google maps.  I missed the pre-conf sessions but oh well, at least the weather was nice.

When I finally made it to the conference the next day, the energy was incredible.  We were tweeting so fast that the Twitterfall couldn’t keep up, which resulted in #RaganCisco trending in San Jose, and in various other global locations!

Twitter Lounge Ragan

Held at the Cisco headquarters in Silicon Valley, there were presenters you’d expect to see from this area including Cisco, Adobe, SAS, Facebook, Yahoo! and PayPal.

Cisco HQ

The conference kicked off with Cisco’s SVP, Corporate Marketing, Marilyn Mersereau, sharing an anecdote of a recent Cisco social media “crisis,” where a customer was not satisfied with his wireless router. After becoming frustrated with customer service, he did what we now see as a natural response – create a YouTube video called “Cisco Sucks.”



Luckily, it did not go viral, but it did get about 1,500 views. In this new reality where social media gives power back to the people, brands are held to a higher standard. Customers now have a very public medium to complain about things when they unhappy.

In response to this video, Ms. Mersereau told us that she bought the customer (whom she thought was very cute, and happened to be a fellow Canadian like Ms. Mersereau) a new router from Amazon.  Her philosophy here was that the router was a small price to pay to appease this customer, and she had hopes that he may go back to his viewers to tell them the problem was rectified. No word yet if this has happened. Although this seemed to rectify that particular instance, it does raise the question – how sustainable is that model? Thus, we dove into the Ragan Social Media Best Practices for Communicators event.

The conference was jam-packed full of great speakers, with Carlos Dominquez, SVP, Cisco, wishing everyone a happy @Cisco de Mayo (as it was Cinco de Mayo) in his opening keynote, and well, we were already ready for some margaritas! He then went on to define the role of a “Tech-Nowist” – “someone who embraces change, understands what technology is available, experiments with it, learns from the experiments, and leverages it for a competitive advantage.”

Ragan Panel

Other hot topics included internal adoption of social media tools for higher efficiency at large corporations like Adobe and SAS, social media CRM (a huge leap forward where social media will become scalable with the use of data: recent example of SalesForce acquiring Radian6) as presented by Altimeter Group, Shel Holtz on creating compelling content (content vs. context brought up yet again!), and of course, how to measure the effectiveness of social media, specifically when presenting to senior leaders in your organization to create more internal adoption.

The conference ended with an inspirational talk from Brian Solis at Altimeter Group, empowering us to not to social media CHAMPIONS, but instead, be LEADERS. Entitled “Engage or Die,” his twitter-friendly presentation focused on collaborating internally at companies, before promoting messages in social media channels, stating that the consumers only see one brand – we can’t be comfortable in silos anymore, sounding a lot like our unified marketing approach at Definition 6! We all know the world is changing rapidly.

We need to be comfortable with that change, and lead the way on how to act/react appropriately. One thing I’ll leave you with is something that Brian mentioned which epitomizes the current social media disconnect between some brands and consumers. He did a bit of role-playing where he described the point of view of why brands want to be involved in social media (using Facebook as an example) and what consumers are looking for when they “like” brands. Brand: "My customer will want to 'like' us on Facebook because they are really looking for more information on our products/services. Customers want to get more information. They want to engage with us to create a community." Customer: "I’m going to 'like' this brand on Facebook because I want coupons, specials, discounts or win free stuff. I want the ability to purchase items within my social networks."

Carlos Dominguez and Cisco attendees at the Definition 6 Twitter lounge

By just having people follow your brand on Twitter or Facebook is not enough. If you don’t provide value to the consumer, they will essentially break-up with you on those social networks. How much harder will you need to work to gain them back? In fact, You need to have a strategy that provides value over time. Without that, you may as well not bother. Oh and you will want to plan for an F-commerce model, which sounds like it should be a bad word, when in fact, this is the future. For more recaps, check out Cisco’s blog for day one and day two or search on Twitter for #RaganCisco to read the top tweets.

As always, you can hear more of my thoughts by following me on Twitter @RachelConforti.

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."

 

Advertising is Failing

Thursday, April 14, 2011 by Michael Kogon
Why advertising continues to fail is becoming clearer to me every day, and after every conversation I have with a client. 
 
It isn't that people are watching less TV (because viewership is up), or that we are reading less content (please, with the amount of social content, blogs, text messages, etc. - we are reading more than ever), and it is not even that consumers led by the Millennials are jaded and immune to ad messages.  To me, it is simple - advertising is failing because it focuses too much on the "big idea" and not enough on the "big connection" (You could call also it "engagement" or "emotional connection").
 
Big ideas in this context are the big "ad" ideas, not the big idea that makes a moment.  In fact, if advertising were to focus on "big ideas that made an impact," then it would be doing a much better job than it is today. But it would still be failing.  What consumers crave - and brands must deliver - is the idea that makes the connection to the way we live (and want to live) our everyday lives. 

I'm not talking merely about making sure that there is channel consistency in messaging, or even in experience.  Both are essential as I've discussed before. And I'm certainly not talking about making sure you are mobile and, if you are really smart, ensuring you have some social gaming elements in your arsenal.  Again, those are important, essential for consumer consumption and desire.  What I really mean is this.
 
Make my life better or I don't care about you!
 
Seems pretty simple to me and, to that end, advertising needs to understand that its role is fading and won't come back.  Marketing, the entire discipline, is now tasked to take the lead.  I'm talking about the four P's and the four C's too!

Our clients, friends in the business, the CEOs that we spend our days with don't want ad campaigns or advertising ideas. They want business driven marketing support.  They ask for it differently; "Our customer service experience in-store doesn't align with our brand promise in our advertising" or "Our product teams aren't listening fast enough to our consumers to make a meaningful impact this year" or "Why do I need an iPad strategy? I've barely finished executing our social strategy? Do I need an international activation team too?"
 
What I'm hearing is don't bring me advertising ideas, bring me business driven marketing ideas.  I think they are right.  Anyone else feeling like their clients are asking for the same thing these days?

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.

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.

The Architectural Diary: Understanding the Drivers for Search Architecture

Thursday, March 17, 2011 by Ric Williams

Many application development companies regadless of web development or windows development want or need to implement search functionality. However, it is a commonly underestimated function and it continues to evolve over time. Interestingly users want search to have minimal to no interaction while having a maximum result. With data and collection systems becoming more and more complex this becomes and increasingly difficult challenge. I remember a system I was architecting for a customer where the customer wanted to enter a DNA result that consisted of an 800 to 1600 character string into a web application and have it search a database using an algorithm providing scored search results. The customer was convinced that a basic desktop machine would act as a server and be able to conduct the search against a large database efficiently. The production architecture needed to support the customers’ performance requirements was a High Performance Computing hardware environment.  Like many customers they didn’t understand the complexity of certain functions. Thinking through this topic recently had me researching how functions in systems and their architectures evolved.

Architecting a system today has many facets, and search certainly is a prominent one. Searching for information is not a new concept but a heavily evolving one. Once computers evolved beyond just basic mathematics and started capturing, storing and manipulating other data the need for search began. Early systems collected data that was somewhat structured in files and databases. Search functions found data quickly within those structures. With the development of relational databases and more complex data capture search the tools for search had to grow. Also the acceptance and use of computers was growing and more and more.
Architecting search within a system has consistently had to recognize simultaneous evolutions. Database tools added the ability to index tables to help search perform better. Search appliances like Wizards emerged for more technically savvy users to pull data from a data source. Multiple levels of searching complexity were emerging. While these searches largely dealt with structured data stored in systems, at the same time this evolution was occurring what cannot be ignored is the emergence of the internet and its impact on search. 

Early on companies like Yahoo profited on the simple concept of locating content. While this wasn’t structure data as in databases internet standards of things like meta-tag’s and other items made it possible for users to find content early on. Searching on the internet allowed users to enter terms and content related to those terms would be returned. Later companies like Google would improve the algorithms and set that industries standard for a time. E-commerce companies were also integrating user shopper experiences with search as a means of driving revenue. So while a user shopped for shoes, related items and previous shopping items would appear in the links and advertising throughout the system. While the motives were different the capture of information and providing relevant data back is essentially an implied search. The evolution of the internet and its potential was impacting local systems.

Users’ expectations were changing as the interaction was to enter in a few terms and that brought back content they wanted to see. At the same time computers continued advancing in hardware and use. Pictures, Videos, art, music files evolved to become more common to be stored on systems. In fact digital has become so big that companies like Kodak have stopped producing film based cameras. Users have embraced and ran with the lower cost and portability of digital media. This new media has presented a new challenge and forced search to evolve in multiple ways again.

Architects and systems were faced with growing use for search.  Users were searching as an exploratory exercise as more complex data and more types of data were being captured. Allowing for the advancement of tools like Online Analytical Processing (OLAP) and reporting tools. Users weren’t looking for specific data as much as looking to see what trends might appear in the data. These tools while technically complex have easy to use interfaces that allow users to review and analyze data. The complexity lies in the architecture and backend. The emergence and development of these tools was a move from appliance parts of a system to search to a full blown system of its own.

Users now expect applications to be able to search both structured and unstructured data. They want to give as little information as possible and quickly find very relevant search results. Algorithms and techniques for searching continue to advance because they must--including incorporating e-commerce like changes in the system and having subtle changes help the customer get to the results they want more quickly. One of the many reasons unstructured data evolved was not only digital media but mobile devices.

This latest evolution has occurred simultaneously with the acceptance of mobile devices. Now users have a high level of portability and connectivity to data. These mobile tools work quickly using touch screen technology and other key changes that impact the user experience for working with data. This has resulted in a need for better performance and system architectures that incorporate different devices, connectivity, and desired results.

Today’s cutting edge searches involve grabbing information from a part of a picture and searching for related information. Searches that work from audio files or live audio and provide related information quickly on portable devices is another technology that has been developed. Users want more with less required of them, resulting in more complex algorithms and models for searching.

Successfully architecting a system means taking a lot of factors into consideration. A successful solution can't overlook what the implementation's search functionality has within an enterprise system. Architecting search as a part of a system today means taking many factors into account. Understanding the user’s expectations and desired results has become critical to the successful use of a system. What devices are targeted for use, what is the complexity of the data, what type of data, and other questions like these are all key to get answered to develop a successful search system. Working with customers to identify the business rules that lead to implicit and explicit searches is important as systems more and more are expected to show relevant data.


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.


SxSW + TEDxAtlanta

Friday, March 11, 2011 by Chris Wojda
This coming Tuesday (March 15th) will be a busy one for Definition 6.  Not only do we have World Consumer Rights Day and Andrew Jackson's birthday to celebrate (he'd be 244 if he were still alive), but Definition 6's own ECD, John Harne will be speaking at South by Southwest in Austin.  Additionally, TEDxAtlanta, of which Definition 6 continues to proudly support, will be holding its fifth event.

John's Core Conversation is Right Brain to Left: Art of Persuasive Presentations...
Why so many creative professionals in the interactive design and agency business struggle to sell their concepts, executions and creative work to the business decision makers. What are the potential issues of communicating concepts containing emotion and aesthetic content to analytical thinkers.  How some creative professionals are able to sell just about anything to their clients.

And if you go looking for John in the crowd, this is what he looks like:

Joh  Harne Card

TEDxAtlanta's focus this time around will be on Creativity...
Some ideas are too big to capture in language but glitter in our understanding of the world. Creativity is just such an idea.  TEDxAtlanta will explore creativity: not just the beauty, humor and ingenuity, but what's behind it.  We'll experience the wonder but also ask the questions.  Can creativity be measured?  Where does creativity live in our brains?  How can we grow more of it?

Talks will be from:
Sally Hogshead
Elizabeth Turk
Armin Vit
Victoria Rowell
Bonnie Cramond
Margaret Baldwin
Linton Hopkins
Michael Ouweleen
Viktor Venson

And musical performances will include:
Idan Raichel
India.Arie

For the John Harne Experience at Southby, be at the Marriott Courtyard (Brazos 2/3) located at 300 East 4th Street at 5:00PM.

TEDxAtlanta is at capacity... but you can watch the event streaming live by going to tedxatlanta.com. The show starts at noon and goes to about 6:00PM.

Apparently The World Agrees on Two Things: Twitter and Pizza

Tuesday, March 1, 2011 by Chris Wojda
Twitter once again proves its worth in staging and supporting political rallies, protests and even revolutions.  Only this time, it's not just fueling the emotional fire of the disenchanted, it's also feeding their bellies... and doing so on a suprisingly global level.  Check it out.


6 with D6: Henry Copeland, Founder of BlogAds.com and the SUXORZ awards

Thursday, February 10, 2011 by Rachel Conforti

Social Media Week Logo
Social Media Week is here, and well, we’ve been keeping busy being social.  I recently got the chance to conduct a “6 with D6” Interview with Henry Copeland, founder of BlogAds.com and of the SUXORZ awards, an event that showcases the worst social media campaigns from the previous year.  
Henry Copeland
When Henry is not selling BlogAds, he says he’s “generally running or playing ping-pong with his kids, cooking with his wife, playing with his dogs, or reading.”   Some of the blogs that he frequently reads within the BlogAds network include ObscureStore.com, Wonkette.com, PerezHilton.com, ReadWriteWeb.com, DailyKos.com, and Drudge.com, although he claims this is more for “taking the cultural temperature than really consuming news.”  

We encourage you to sign up for SUXORZ, which takes place on Thursday, February 10th in NYC (where Definition 6’er Jon Accarrino will play “Social DJ”), or read more about how Henry got involved in social media.

6 with D6: Henry Copeland

1 - What changes do you anticipate taking place within the blogosphere in the next 3-5 years?

Since we got started in 2002, there's obviously been a giant proliferation of the number of blogs.  And there's also been a lot of professionalization.  But, as folks like Huffington Post disappear into the belly of the corporate beast, I think you'll see a resurgence of small and medium-size blogging, folks who are doing it because they love it, not because they want to cash out for $315 million. There are still lots of folks out there just finding their voice and lots of “unserved” publics.  In some cases, these will be people just doing it to scratch their own itch.  In some cases, these will be 'house blogs' by companies that are passionate about one topic or another.  And in some cases, these will be self-supporting bloggers.

2 -     Both BlogAds.com and you personally have been huge pioneers in the social media landscape.  With all the proliferation of devices like iPad and connected TVs, how much is social media device-driven?  Or is the behavior of sharing and consuming media evolving the device market?

I'm tempted to say I'm not young enough to answer that question.  But I'll take a shot: I think blogs were perfect for PCs...everyone who works in an office or goes to school has one AND has 30 spare minutes a day to create or read content that is 50-500 words long. Now, mobile devices seem to inspire the production and consumption of more micro-content, tweets, check-ins, pokes, etc. 

3 -     If you could go back in time and edit your 2002 Pressflex essay that floated the idea of BlogAds, what would you change?


Ha, I would have been a little less cocky. :) I thought BlogAds was going to change the world OVERNIGHT. I didn't realize it would be two years before we'd sell more than $200 in ads in a single month.  But overall, I'm happy with the way those predictions about how “people-power-media” would explode and completely upend the media and advertising markets.  When you think of all the stuff that's come since then -- whether it's YouTube or Twitter or Reddit or Quora or Facebook -- we're still just beginning to guess all the fun things people can do for, or with, each other when you let them connect in real-time online.

4 - How can marketing agencies like Definition 6 use BlogAds to help our clients?

Two things.  First, we can let you really deliver your client's story across a wide spectrum of blogs.  Second, there's a lot of emphasis at agencies on using the commoditized ad units -- the IAB units you can buy on every site on earth. We think it is very important to use the right unit to tell the client's story. Flashy 300x250s and 728x90s have their time and place, but there are times you want to channel what the community is saying about your brand in Twitter or let the community re-tweet your ad.  So when it comes to ad units, the medium can be the message -- a conventional ad unit that was born in broadcast, often an IAB unit, most likely tells a conventional story that's rooted in the "we talk, you listen" mode of advertising. 

5 - What do you see as a game changer?

Yikes. I think we're still scratching the surface of organizing all the data and relationships that social media is encouraging us to generate. In a sense, we're in an arms race with ourselves, steadily producing more information, then scrambling to create containers/structures to help us keep track of that information, and then having to create structures that contain THOSE new structures.  We've got so many signals, we're creating news.  So at some point, I think we're going to hit a point where the majority of people say, "OK, I'm done, this is good enough for me. I don't need any more filing cabinets for my filing cabinets."  That could be two “Facebooks” from now, or it could be we're just about there right now. 

6 - Tell us more about the SUXORZ awards which are coming up this week. What has changed over the last few years?  What has improved? 

This will be the fourth year of the SUXORZ.  How time flies when you've got terrible social media advertising to laugh at, right?  Since the first couple of years, it appears companies have gotten better about not trying to pay consumers to shill for them.  Or companies have just figured out how to do it more covertly and not get caught.  Last year, the sins were more of omission rather than commission.  Companies implemented half a social media campaign -- Tweets on a billboard! -- but forgot to watch what people were tweeting and ended up with a lot of profanity beside their logos.  We're still sifting through nominations to figure out what the trends will be this year.  You can make nominations on our Facebook page.

When Marketers Get Bored

Friday, January 28, 2011 by Ryan Kantor

Brand Relationship Development  The Good, The Bad, and The Good Again     

Lately we’ve seen a plethora of logo changes from major national brands. Tropicana, GAP, PUR, Starbucks, Seattle’s Best, Caribou Coffee, Holiday Inn, and the YMCA have all created new logos. Unfortunately these new logos are not always welcomed. Tropicana and GAP’s new logos were so poorly received that the companies have already reverted back to the old designs. So why all the changes?


Old Caribou Coffee LogoNew Caribou Coffee LogoTropicana Logos


Think about Apple. Chances are you love them or you hate them, and that’s a whole lot better than just “liking” them. “Like” is a very weak emotion (although Facebook may disagree). A strong brand has passion connected to it. How about Starbucks? Is their coffee really any better than any other coffee shop? Probably not, but after years of Starbucks in the morning their patrons have an emotional attachment to the company that is a part of their daily routines. It makes sense that if something so simple, but so central to the core of the brand changes—like the logo—that there would be a strong reaction.

So why is everyone so quick to scrap the logo they’ve been building equity (and more importantly passion) in for years? Logo changes are typically made to either reinvigorate a tired brand or to appeal to a new set of customers. Starbucks, certainly not a tired brand, redesigned their logo to support a product mix growing beyond just coffee. At the same time the new logo is said to appeal to the Asian market to which Starbucks is trying to engage. While that’s all fine and good, their loyal customers who have been made Starbucks part of their daily routine and have formed that emotional bond are up in arms. Bear in mind that to fully implement a logo change requires millions upon millions of dollars, not just to pay for the design itself, but to pay for all the new signage and website integration, among other things. Is it worth it?

Starbucks’ red headed step child—Seattle’s Best—redesigned their logo after picking up major additions to its distribution channel, but the new simplified logo looks cheap. Did the marketers get too excited when they added Burger King, Subway, and AMC Entertainment to their list of vendors? Why make your brand less differentiated and more like Folgers (with a higher price tag)?

The YMCA’s decision to change the logo they’ve been using since 1967 was the biggest surprise to me. Sure, I’ll concede that it probably is a “tired” brand, but does throwing away a nearly 45 year old logo and replacing it with a logo in which you want customers to buy into “the many colors reflect the vibrancy and diversity of our communities and activities” really help?

The logo changes (and subsequent changes back) by Tropicana and GAP were the biggest disasters. Just four days after GAP’s new logo came out; they reverted back to their traditional “Blue Box” logo. After Tropicana’s sales dropped by 20%, they reverted back too. What does the lack of staying power behind the new logos indicate?

GAP logosSeattles Best Logos

Starbuck’s had a pretty clear goal behind their change—to aid their planned product mix expansion. With that specific goal in mind, we probably won’t see Starbucks revert back their old logo even though their loyalists are (vocally) perturbed. Like most things in business, a logo change needs a specific goal (not just to get more sales) and without that specific goal, it is much easier to give up on a logo change the way GAP and Tropicana did.

Holiday Inn’s new logo makes some sense because they were largely viewed as tired and old before the brand overhaul and the new logo was well executed, but the bottom line remains the same. If you think you can totally change your logo without any backlash, you may have a passion problem, and if you think you can always change it back you have a goals problem. To all the marketers out there changing logos whenever they get bored…get a hobby!

Holiday Inn LogosNew YMCA LogoOld YMCA Logo

The Top 10 Uses of Social Media in 2010

Wednesday, December 15, 2010 by Paul Hernacki

It’s December and the end of another year. We all know what that means. Christmas? Wrapping up the fiscal year? Coming up with New Year’s resolutions we won’t keep? No, my friend. No. Most importantly it’s the time of year for social media and the blogosphere to flood with Top [insert # here] of [insert random subject here] Lists! The Top 6 Most Googled Terms! The Top 10 Most Watched YouTube Videos! The Top 8 Most Popular Hashtags! The Top 12 Most Photographed Sandwiches! Gone are the days when Top 10 lists were the exclusive monopoly of the Ranking Dictator David Letterman! I don’t know aboutLate Show Top Ten you, but it’s hard to imagine what could be more exciting. So I decided to create my own contribution to this joyous annual ranking extravaganza. And I’ve based this list on highly extensive research that includes thousands of my own opinions, hundreds of my own anecdotal experiences, and dozens of my own biases.

I’m quite certain that if all Twitter and Facebook posts with content that falls in one of the below 10 categories suddenly ceased that the entire world of social media would either collapse upon itself like a black hole or it would would see about as much use as telegram services do today... lots of RT's with cricket sounds.

10. Top X of Y Lists. I’m pretty certain that practically anyone can take about 5 minutes and write a list of X number of Y things on a blog then post it to Twitter and get a large number of click-throughs and RT’s.  I mean… you’re reading this one and I’m totally just making it all up as I go along with zero actual or real research to back it up.

9. Posting links to funny videos on YouTube. This is hilarious. This is too funny. Totally LOL! What’s interesting to me is how many of us roll our eyes at our parents for their constant barrage of forwarded e-mail humor, but we think nothing of posting our own barrage of it to social media each and every day.

8. Posting cute pictures of your kids and funny things they said. My kids are adorable, dammit. And everyone must know this. And if you don’t comment or reply with things like “Adorable!” and “So cute!” I will shun you by refusing to comment on how yummy that picture of your arugula salad looks. Take that.

7. Individual content curation: The Human RSS. Who needs trained and experienced content editors that might actually have journalism degrees and do stupid things like verify sources and accuracy of information when you can rely upon that guy whose avatar is a close up of the upper left quarter of his face?

6. Celebrity Obituaries. What?! OMG! Another celebrity died? Quick! Pls RT! And don’t forget to add in your own personal tribute or reference memorable quotes.

5. Letting everyone know what new gadget you got. I mean, what good is having some new tech bling if you can’t show off your technical superiority to people you never talked to in high school or 736 of your Followers that you never met?

4. What you “Like”, where you are traveling to, what you are eating, what you are watching, what you are reading, what the weather is like where you are at, and who you are hanging out with. I unfortunately know more mundane details of the lives of people I never actually met, seldom see or barely ever spoke to then I really ever cared to know. It also scares me to realize that I now hear real-world conversations where people refer to themselves in the 3rd person stating they "Like this".

3. Apple rumors and anticipating Apple releases. If it wasn’t for debating what features might be in the next iPhone or complaining about the lack of Flash support on the iPad, Twitter could probably reduce its server capacity by about 10%. Never before have people spent so much effort complaining about products that they collectively and eagerly spend so much money on.

2. Opinions on the daily breaking news. Because all the talk shows, pundits, broadcast news commentators, and daily water cooler conversations really just didn’t give us enough of other people’s opinions on which to base our own.

1. Discussing social media. Seriously… has any other medium ever been used so reflexively to discuss itself? Imagine if the largest percent of your phone calls were to discuss phones and phone related technology or if most of your e-mails were focused on the subject of e-mail, e-mail clients, and e-mail servers. Pretty insane when you think about it.

Of course, I just realized I forgot to include a big one: complaining about products and services in general. But I only want 10 items in my list. #FAIL

All that said, please don't think this means I see social media as worthless or a waste of time. It is an incredibly powerful medium that really has changed the way people communicate and it has connected people with each other in a way that is truly staggering to consider. It can be an amazing way to gain insights, it has forever changed the nature and control of information flow, and it has empowered individuals and movements across the globe. It can connect consumers and brands in a more personal fashion than almost any preceeding medium. It has placed the pulse of the moment in any given place from any given person's perspective at the potential fingertips of billions. And IMO it's really just the beginning. So has anyone heard what the specs are on the rumored camera that's suppose to be in the next version of the iPad?

Happy New Year!

Understanding the Marketing Impact of Generation Gaps

Tuesday, October 19, 2010 by Michael Kogon
I’ve been thinking a lot about generation gaps lately. Maybe it was celebrating my 40th birthday (or celebrating my dad’s 70th)? Maybe it is my disbelief that my youngest daughter is now 4 and prefers my iPad over watching television? Regardless, this age thing has been on my mind lately.

As a unified marketing agency, we tend to look at the issue of generational gaps through the lenses of a brand, a consumer and a marketer all the time. The most striking view for me is the world view, how do age gaps across the world affect how we consume information, engage with media, talk with each other, or conduct ourselves daily?

WIIFM - What’s In It For Me?

My dad used to always say “Everyone listens to the same radio station - WIIFM – the ‘What’s In It For Me?’ station.” When you’re selling something or marketing a product, you need to tune into WIIFM if you want your audience to pay attention.

We’re all shaped by the media we interact with over the years, which starts out when you’re young. For a lot of us, our first interaction with media was via a radio, others the television and now – as is the case with my daughter – through consumer electronics like iPads. It’s fascinating to think about the long-term impact of this technology on the next generation.

Young children right now are the pure definition of a ‘digital native’. They will always know a world where all answers, media, content and so on are accessed in real-time in the palm of their hands. I’m probably most curious about the social networking aspects of this digital lifestyle, as they’ll grow up as more of a “we” generation.

They’ll have friends they’ve never met, but respect their opinions and support each other through Facebook, share memories through Flickr and listen to music through Pandora – of course, they’ll use platforms that haven’t been invented yet too.

I believe this shift in interpersonal communication will break down stereotypes and biases that have long existed. Perhaps things like house size, skin color, race, religion or gender will matter less to the social networked generation.  Maybe they’ll care more about freedom and access – and they’ll want their voices to be heard, because their ideas are valid and their age is immaterial. We as marketers need to take these shifts into consideration, because it influences so much about how purchasing decision are made.

Remember the Good Ole Days?

If the older generations are movie stars and heroes, then I propose Millennials are the Composers and Conductors. That’s what they do most – they connect with friends and associates. They share information, and things they find funny, interesting, sad or provoking. They do it all the time, constantly regardless of what else they are doing. It is the thing they are always doing. Children today can walk, chew gum and text at blazing speeds.

Your TV spot isn't interrupting their TV viewing, the problem is the TV show isn't as interesting to them as their friends are (if you don't believe me, look at all the success when a show incorporates live social into broadcast vs. those that don't).  You don't have advertising clutter - you have complete abandonment of caring about your promise. They don't care who is watching the details of their life, because they find the details of their friends more interesting - and sharing is caring. And they only mention your product or service if they love it (okay, “Like” it) or hate it.
 
If you really want to be part of their day, add sound, video and content to the ecosystem of the millennial. Make it easy to share, comment, edit and reuse, so they can conduct it into their community.  Put yourself out there so that by finding you, they can be more informed, funny, and provocative, and they will share that with their greatest gift, their relationships with others. And if you digitally unify your life into theirs, they will buy your product and service and give you their money.  More importantly, you won't be an interruption or a bother, you will be a welcomed friend and don't we all just want to be "Liked" more?!

Regardless of the generation stereotypes you fall in, we’ve all become multi-taskers. As marketers, we need to realize that for multi-taskers to care about us, we have to make ourselves part of their fragmented lives. It’s this multi-sensory marketing that will enable multi-taskers to be more efficient.

If you want to be part of their day, add sound, video and content to the ecosystem of the millennial.


Why People Like Brands On Facebook

Tuesday, October 19, 2010 by Ashley Reed
In order to maintain a successful Facebook fan page, it’s important to understand what your fans are looking for. According to a recent ExactTarget study, the number one reason for “liking” a brand on Facebook is receiving discounts and promotions. Showing support for the company to others came in a close second, at 39%. 


What does this mean for brands? First, discounts and promotions are strong incentives for encouraging users to ‘like’ your page– after all, who doesn’t love free stuff?  A giveaway can be an effective tactic for increasing your Facebook fans, especially when you’re in the early stages of building your community.  Offer exclusive promotions that are only available to your Facebook fans.  As an example, Ford unveiled their 2011 Explorer exclusively on their fan page, giving away a free Explorer to one lucky fan.  Their fan page reached 30,000 fans prior to the unveiling, and currently has more than 62,500 fans.

Additionally, consider creating a message calendar and planning your promotions in advance to maximize buzz for upcoming giveaways, contests, etc.  Make sure to advertise your upcoming Facebook promotions on your blog, website, email list, tv and print assets, in addition to your other social networks. This will ultimately increase participation as well as grow your Facebook fan base. 

While discounts and promotions are tempting incentives, 39% of users ‘like’ brands’ on Facebook simply to publicly show support for the company.  Essentially, your Facebook fans are your number one advocates - they promote your brand for you - at absolutely no cost! With word-of-mouth recommendations being the most trusted form of advertising, Facebook fans can have a huge impact for your brand.  



Takeaways from TEDx Atlanta

Tuesday, September 21, 2010 by Chris Wojda
Following my post yesterday on great quotes from TEDx, I wanted to share some takeways from the event.
 

I was fortunate to attend the fourth TEDx Atlanta last Tuesday.  It was the third TEDx Atlanta that I have been lucky enough to both attend and help organize (as well as the second TEDx Atlanta sponsored by Definition 6).  As expected from any product or event associated with TED, the speakers were all great and the content was interesting and insightful.

Coca-Cola’s VP of Global Design, David Butler














Having had a few days to let the content percolate, a few patterns have emerged:

The first is the importance, not of dropping out of college to change the world (we’ve all heard enough from geniuses who skipped school to accomplish great things), but of looking in perhaps unexpected places and connecting perhaps unlikely dots to do your best work.

Having the ability to see opportunity when others don’t, while obvious in its own right, was pervasive all day long.  A few years back, a book called The Medici Effect showcased how successful people all through history have repeatedly had this skill.  Being able to sit in a conference and have what Stanley and Danko might call “the geniuses next door” demonstrate this aptitude was enlightening. 

Ranging from Farmer D, who one day while stoned and skipping class in college, asked his Turkey sandwich “where did you come from?” to Mills Snowden, whose thinking about building a more efficient home randomly led him to being a contender for the X Prize

Perhaps Coca-Cola’s VP of Global Design, David Butler, summed it up best when he said: “We can’t think in silos anymore.  We have to think horizontally.  We have to think hollistically.”

While the only group to take the stage was the band Modern Skirts, the pattern from the day involves the importance of collaboration and sharing in accomplishing great things. 

Presenter Logan Smalley, maker of the award winning movie, “Darius Goes West” was a prime example of this.  He started making the film with a Google search asking how to make a documentary film.  By collaborating with people online, he eventually got passed his frustrations of not being able to afford the equipment when somebody told him that it doesn’t matter what he shoots the movie with – if he has a story to tell, people will listen.  Had he not pursued collaborating with other film makers as strongly as he did, there’s a good chance the movie would have never happened. 

Likewise, by working with a close group of friends (all of which knew nothing about movie making) he was able to build the alliance and gain the support he needed to accomplish his goal of making a movie to raise awareness of the disease that his friend was suffering from all while giving his friend the experience of a lifetime.  He additionally said, “The modern approach to movie making is one of mankind’s most incredible and perhaps most underutilized tools for collaborative problem solving.”  Today, everything is about collaboration.  

This leads to what was probably the most prevailant pattern of the day:  As David Butler coined it: “Learn by doing.”  Logan Smalley’s Google search is an example of this, as is Mills Snowden’s work on creating a car that can achieve 100 miles per gallon (like Logan, Mills had zero category experience prior to his effort).  On this subject, Mills said, “The most important part of developing your idea is that you have to start.”  Farmer D (Daron Joffe) is a self-taught organic farmer.  Even the band’s opening set which utilized various furniture to make noise exemplified this notion.

When asked by an audience member how to move beyond the brainstorming stage, a panel of the first five speakers responded:
  • You need to enroll people in your idea... You’re very limited if you’re the only one doing it.
  • Be sure you’re prepared to know what you’re talking about before you get people involved.
  • Use the language of the people you’re talking to... Don’t get lost in your own language.

 
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