4sight

Ooh Baby Baby

No, we shouldn’t be surprised to learn that more than one in five children have used a smartphone by the age of 2.

This is especially true among Gen Y moms, where technology is in their DNA.  And they are passing along those same traits and habits to their kids.  A newly released survey by BlogHer.com and the Parenting Group (they run Parenting, Babytalk, and Parenting.com) tell us what we have already observed.

 
I talk with a lot of colleagues who are young parents.  And the integration of technology through computers, tablets, and of course, cell and smartphones is at a high level.  Many are achieving proficiency with these devices before they successfully learn how to use the toilet.

It makes me want to pitch Arbitron on a baby ethnographic study to learn more about this phenomenon.  But given how much I enjoy sitting near toddlers at restaurants, maybe this isn’t such a good idea.

But it does speak to the overwhelming reality that smartphones – while still an option for many people today – will become standard equipment for young children even as many enter kindergarten.  While the schools may balk at this practice, nervous parents won’t be able to untether from their kids, and the smartphone is the conduit.

I hear stories of toddlers walking up to TV screens and trying to change and expand the images by touching them.  This is learned behavior and an expectation of how things ought to work.

We live in a touch screen world and you wonder how many of these kids will have Facebook profiles by the time they enter school.

Don’t laugh.  Time’s “Healthland” site reported last week that Facebook now makes it easy for parents-to-be to announce their new family members.  A new standard choice to identify family has been created: “Expected: Child.”

It’s complicated.

Big Footprints

The other day, the graph below starting making the rounds through my TweetDeck silos.

It’s pretty impressive, right?

But it didn’t take long for many web critics and pundits to jump all over Google+’s impressive ascension.  And in fact, comparisons to Facebook, in particular, aren’t fair.  Facebook has defined social networking, and it takes time to carve out the cultural/techno phenomenon that this activity has become.

So maybe Google had it easy.  Millions and millions of users to begin with while Facebook did the heavy lifting.

But that simple explanation overlooks the power of a mega brand and the value of taking risks.  Since Facebook has become the 8 million pound gorilla in the social media room, hundreds of other “networks” have popped up.  And while some have had an impressive degree of success (Twitter, Foursquare, etc.), many you’ve never heard of.

That’s why Google’s accomplishment shouldn’t be overlooked.  Its past forays into social media haven’t been successful (Buzz, Wave).  So the initial success and strong start for Google+ is noteworthy, driven by fun, compelling, and simple features like Circles and Hangouts, which Lori Lewis has pointed out in this blog and on “Merge.”

Success in this space isn’t just due to Google’s heft.  But it sure didn’t hurt.

And that speaks to the power of big brands and vast communities.  It’s one of the reasons why iHeartRadio is in position to become more valuable and functional.  It has spent the last few years adding millions of people and cool features, putting it in a position of being a popular, go-to mobile application.  That gives Clear Channel the chance to do big things with Thumbplay, because they have a huge population and a degree of consumer trust in their brand.

Pandora has moved into that stratosphere as well.  Earlier in the month, they announced passing the 100 million mark in listening audience – a large footprint that enables this brand to branch out into comedy and try other experiments and projects.  When you’re that big with a mass audience, there’s ample opportunity to grow your brand via extensions.

So what about the small company – the one that isn’t Pandora, Amazon, or Google+ but has to compete in the same space?  Well, that describes most of us.

The “long tail” quality that the Internet has defined makes it possible for independent artists and small companies to grow and prosper – but if and only if they innovate and take risks.  The opportunity is there, enabled by the real-time web.  Where else can you tweet back and forth with world famous celebrities, innovators, and movers and shakers?  How else can you share ideas with thought leaders like Guy Kawasaki, Jeff Pulver, and Tomi Ahonen as easily as you share photos with your sister or your best friend from college who moved to Iowa?

But the ideas have to be there.  And that’s the challenge we all face, whether we’re at the helm of the biggest company or in the process of trying to get a start-up off the ground.

This is the time to push ourselves, take the plunge, give it a shot, and if necessary, deal with a misfire and move on to something else.  Even companies with small footprints can do amazing things. In fact, many would argue that smaller, more agile businesses have a bit of an edge in this fluid environment. 

But the one thing that defines failure whether you're part of a big brand or an up-and-comer is doing nothing and standing pat.

It’s almost guaranteed.

I Am Lion, Hear Me Roar

Today, thoughts on Apple's latest major offering from Jacobs Media's Mac-Geek-In-Residence, Ralph Cipolla, and why our laptops and desktops are “Goin’ Mobile.”

Last week, we saw the much-anticipated release of Mac OS X Lion, Apple's latest iteration of the Mac operating system.  Now if you’re not an “Apple Person,” you might wonder what this could possibly mean to you.

When smartphones came out, they mimicked computers in many ways.  The release of Lion accelerates the reverse trend.  Your desktop and laptop are looking more and more like your mobile phone or tablet.

It is statistics like the chart below that tell the story.  Smartphones are overtaking regular computers.  That’s going to have a direct influence on how your computer looks, feels, and operates.  And it’s not a surprise that Apple is leading the way.

With Lion, the mobile experience is moving to our laptops and desktops.  And even if you’re a PC user, you know the influence that Apple has on the world of computers.

Here are three big things about Lion and what it means to you:

1. Up In The Cloud:  Lion isn't available in a box, like Snow Leopard and every Mac and Windows operating system released before this week.  You download it from the online Mac App Store.  Once you make an App purchase, from the $29.99 Lion update to any of the free Mac Apps, it resides in the Apple Cloud.  This is how the iTunes Store will soon operate when it comes to all your songs, videos, TV shows, movies, and App Store mobile apps - all your content stored in one place, available for download and use on all your devices - MacBook, iPhone, iPod, iPad, etc.

2. Lion & iOS: Lion users will note a stark similarity between their late-generation iPhone or iPad when it comes to look, feel, function, and organization of programs.  One of the big functional and aesthetic advances in Apple’s last major mobile OS release was the ability to group apps into folders and organize them across scrolling desktops.  That’s essentially what Lion is all about on desktops and laptops.

3. A is for Apps: In 2010, linguists declared that the word of the year was app.  Apple seems to agree because anything you install in Lion is called an “app.”  Microsoft may still call them programs, but the operative word is now apps.

So here’s where it’s going: the manner in which Apple’s mobile devices operate, navigate, organize, look, and feel is setting the standard for all computing devices whether they fit in your pocket or sit permanently on your desk at home or work.

You download "apps" and content from the iTunes Store, it lives in your account in the Cloud, and it's readily available for use across all your devices.

The world of personal computing is now “Goin’ Mobile.”

As your Lion-powered Mac computer now navigates more like a mobile device, there’s one exception – you can't touch the screen directly with your fingers and manipulate data.

Yet.

Team Coco

Consider these comments in a recent New York Times article that describe a popular media personality and his new show:

“It will be a hit with advertisers initially because of the familiarity they have with ______.” – Brad Adgate, SVP for Research, Horizon Media in NYC

“We know ______ has a passionate following, and we wanted to tap into that.” – Daryl Evans, VP/Consumer Advertising & Marketing Communications, AT&T Atlanta

Here’s another quote from Evans:

“______ is a proven talent, and a proven brand.  Rubbing up the AT&T brand against the ______ brand is a good thing; there’s a nice brand equity share.”

The name that belongs in these blanks is Conan O’Brien.  Turner Entertainment ad sales is leveraging his new show on TBS.  In fact, they had deals in place with AT&T, General Motors, Microsoft, and the News Corporation – before the show even aired.

How is that possible, especially for a guy who “the press always liked…more than viewers,” according to Steve Sternberg of the Sternberg Report?

Nonetheless, to hear Linda Yaccarino, EVP and COO for Turner Entertainment tell it, getting Conan off the ground (check out the AT&T blimp) with advertisers was about “working closely with Conan’s creative team” to integrate sponsors into commercials.”

O’Brien’s team also utilized social media, generating nearly a quarter million “fans” for the show’s Facebook page, as well as more than 100,000 followers on Twitter, a strategy they are working hard:

 

This combination of strategy plus investment guarantees a successful launch for Conan, whether the show ultimately wins in the ratings or not.

And it speaks to the differences between the way that TV companies and networks approach their franchise shows and personalities and the way that radio often does it.

Consider the following...

1. Investment. Turner invested in promotional materials and collateral, well before the show debuted.  By thinking and acting big, they communicated the message to advertisers that they are committed to this show and their new personality icon.  In turn, sponsors and brands – already familiar with who Conan is and what he does – feel that if TBS believes in this show, they can, too.

2. Integration. Conan’s team is ready, willing, and able to work with sales and sponsors to handcraft commercials, campaigns, and materials that reflect his brand essence.  By working closely with advertisers, the Turner sales team reflects a confidence in Conan – to him and his team, and to these sponsors.  Plus, the show gets incidental marketing from commercial campaign integration. 

3. Social media. Conan and the Turner team had a plan to generate audience excitement for the show, something that any major personality could do.  But presence on Facebook and Twitter – with strong followings on each – is another metric for advertisers that demonstrates engagement and loyalty.  It also helps to ensure a respectable audience when the show kicked off.

4. Proactivity.  Turner didn’t wait for the first few Nielsen's “to see what happens” in the ratings.  In radio, that “wait and see” approach guarantees a slow advertising start for new shows.  By locking down advertiser commitments upfront, Turner has some breathing room to tweak the show and its marketing after it rolls out.

5. Strategy.  Offering sales trips to Cozumel in January isn’t a strategy.  It’s a tactic.  A strategy is working with individual advertisers to create win-win-win programs for Turner, brands, and viewers.  In the process, some of these advertisers are using their own sites and media to promote the show.  Diet Coke and Bing are both advertisers that are creating their own content or using their sites, while Chevy may give away a new 2011 Cruze.  By helping advertisers debut their own products in the show, Turner and Conan can share in their success.

Tailored promotions, talent integration, product placement, and an intrinsic belief in the product are all components in the Team Coco plan.  All departments at Turner are on board – programming, talent, sales, social, and marketing.

That’s media value, that’s multi-platform marketing, that’s integrated sales programs.

That’s success.

(And if the first night means anything, Conan edged out both Jay and Dave.)

Down On The Farm(Ville)

If you think some people in your station or office are unproductive because of an addiction to computer games or Facebook, the combination of those two - FarmVille - is probably the culprit.  The creation of Zynga CEO Mark Pincus, Farmville is an amazing Facebook game that has now sucked in more than 70 million monthly players, vying to create virtual farms using digital tractors, animals, and other tools - all of which are on sale.  According to USA Today, FarmVille generates lots of revenue by selling these virtual goods to players.

Now, FarmVIlle is available on an iPhone app, so there's no telling just how distracted players will be in restrooms, cars, restaurants, and all the other places people use their mobile phones.  And if you're thinking that we're just talking about kids playing FarmVille, the average user is a 43 year-old woman, an amazing stat that underscores the changing nature of digital revenue, as well as the stereotype of the "typical gamer."

Maybe the most impressive thing about FarmVille is the philosophy of its creator, Pincus.  While you've been running music logs, re-forecasting this quarter's revenue projections, or arranging the weekend air schedule, some estimate that Zynga may be worth $3-5 billion.

Despite these obvious riches, Pincus isn't interested in an IPO or cashing in any time soon.  As he points out, "We're focused on building a long-term sustainable consumer service.  That's our mission."

Smart guy who knows more about customer satisfaction and building successful businesses than many of the experts selling those services.

FrontierVille is next, a Wild West themed game.  Maybe RadioVille is in the planning stages.  

I'm game.

Game Set Match

What are people speculating most about this summer?

For people in Cleveland (Chicago and Miami), it's the next destination for LeBron James.

For millions of others, its whether Verizon and Apple will come together to produce an iPhone anytime soon.

Now the rumors, buzz, and blog chat may be coming to an end as many sources are now reporting that AT&T's hold on Apple's iPhone will end early in 2011.  This is good news for many Verizon customers, who number more than 92 million strong. 

Most analysts agree this could be the next breakthrough moment for Apple and the iPhone.  And I'm one of them. 

If you think the iPhone has been an incredible story to date, the combination of this hot device and Verizon is more than powerful.

It could be the whole enchilada.

Stray Voltage

What happens when social media meets politics and creates an unintended consequence?

That’s what happened to two of Secretary of State Hillary Clinton’s staffers – Alec Ross and Jared Cohen.

 

Both of these guys got their Twitter thumbs slapped for sending out colloquial tweets during a trip to Syria.  The State Department was embarrassed by some of their missives, calling their messaging “stray voltage,” and there were the predictable criticisms from the other side of the aisle.

But the piece of the story that may have gone unnoticed is the importance of integrating young people into the political process as hundreds of thousands live vicariously through the tweets of Cohen and Ross.  When I wrote this blog, Cohen had amassed more than 300,000 followers, while Ross has more than 287,000.  As they journey around the globe, they have become Twitter celebrities, keeping their followers up to date with U.S. foreign policy as well as their unique views from the inner circle.

Secretary Clinton praised both Cohen and Ross, saying their ability to combine diplomacy and technology is a piece of “21st century statecraft.”  As we struggle in radio to integrate America’s youth into our medium, the political world has many of the same challenges, especially among a generation loaded with cynicism, and justifiably so. 

This is Twitter at its best – celebrities or people in a position of power or access who take us behind the curtain.  Many radio personalities have the ability to bring their special access – backstage, in the studio, or even at home – into the spotlight.  But so often, tweets from DJs have more to do with “Breaking Benjamin tickets in the 9 p.m. hour” or “Talking about Lost tomorrow morning.”

 

As mobile devices make Twitter totally accessible and ever-present, smart digital strategists and social media thinkers can do amazing things with this great tool – more important than retweeting other people’s stuff or waxing philosophically about the weather. 

Otherwise, it’s just a bunch of stray voltage.

A New Leaf

Welcome back from your holiday weekend.

While we were watching fireworks, eating burgers and dogs, and hopefully not getting too sunburned, Apple was reinventing mobile advertising.

 

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Reunited And It Feels So... Familiar

As we have learned in our Technology Surveys, sometimes the winds of change are blowing so hard that we don’t notice some of the small changes along the way.  Today, jacAPPS’ Alex Young comments about how social media may be putting a damper on all those high school reunions – especially for the Gen Y community.

Has Facebook replaced the high school reunion, or just the small talk?  Are these anticipated or dreaded events the next endangered species, thanks to Internet phenomena like Facebook?

About a year ago, some former classmates of mine created a Facebook Event page solely to provide information about our 10 year high school reunion scheduled for this fall.  The group allows me to see who’s attending, who’s not, and who’s still on the fence.

It also allows me to friend any old classmate I was wondering about, or hadn’t spoken to since graduation, and gather every possible bit of information about them, down to what side dish they had with dinner three weeks ago.  Correct me if I’m wrong, but doesn’t this ruin the surprise?  And isn’t surprise the point of a reunion in the first place?  Should it be required to have your Facebook URL and current picture on your nametag?  Maybe our current popularity should be based on how many FB friends we have.

Many of my high school friends that have moved out-of-state have already thrown out the excuse that they know everything about everyone already, so why make a special trip for the event?  I mean, Facebook has already revealed whether Susie Q made it on Broadway, or that Tommy, the high school football captain, was recently unemployed for 18 months before landing a job as the night janitor. 

From similar conversations, I learned that most graduates who still live in the area or who will be home for the holiday still plan on attending.  But for those who have moved away, the drama and anticipation have been diluted.

Recently, I had a text message conversation with my best friend.  We decided that we wanted to join in on the reunion fun, but that just leads to more questions:

If I already know everything going on in a former classmate’s life, what will we talk about? It eliminates the whole getting to re-know you phase of the reunion banter.

Should I pretend like I haven’t spent the last 4-5 years sharing every momentous occasion with them on their FB page (job change, marriage, baby, etc.)?

Or should I spend the evening counting how many times I say, “Oh, I remember seeing that on Facebook?"

I spent no shortage of time on my iPhone, and I’m not playing Labyrinth or Tweeting.  I am probably using my FB app to get information about my former grads so I don’t end up the one looking like a fool.

On the flipside, my cousin skipped her 10th, 15th and 20th year reunions.  She said she had absolutely no desire to travel back to her hometown 2,500 miles away just to hang out with a bunch of people with whom she probably had nothing in common with anymore.  Yet, since she joined Facebook and reconnected with a lot of those people, she might be more compelled to attend the 25th.  Facebook helped her figure out that while there may be a lack of commonality with some old friends, there are others she wasn’t close to in high school who just might merit some face time… and that’s all thanks to Facebook. 

I have come to the conclusion that while Facebook might not yet completely replace the high school reunion, it definitely takes the edge off it.  All of the dirty little secrets are already out of the bag.

We already know which of us is going bald, can’t find our waistlines, or were unable to translate popularity into a multi-million dollar career.  Our Facebook connections create an atmosphere that is less about who became famous and who gained 50 pounds and more about people with a common past getting together to have a good time.

And isn’t that the way it should be anyway?

An iPad By Any Other Name...

So, you're trying to figure out what this whole iPad thing is all about?

Well, Fujitsu says they have an iPad and "the name is ours."  Of course, they may have to get in line behind Magtek and Siemens, each of whom says they have an electronic product with the very same name. 

But perhaps the most prescient team could be those geniuses at Mad TV who predicted the invention of the iPad a few years ago.  Of course back in 2006, their model worked a little differently as you can see in the video below.  It is NSFW so keep that in mind before you click "play."

 

 

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