Digital Insights And Observations - An Interview

Recently Edelman Digital launched a brand new web site, which features rich insights from across the organization as well as interviews with different people inside and outside the firm. Definitely check it out. One of the cool things we're running are interviews. 

For one of the first installments, my colleague, Blagica, conducted an interview with me on some of the latest trends. It's follows beow and on the new site...

Blagica Bottigliero: Let’s start with the basics. Your last name. Is it pronounced like the Russian currency? I’ve heard multiple versions, so help us set the record straight.

Steve Rubel: Actually it isn’t – it’s pronounced Roo-Bell, rhyming with “blue bell.”

BB: As a lifestreamer, you spend quite a bit of time online digesting content. How much time per day do you spend doing this? How do you break up your day to consumer such a large amount of data?

SR:I would say that on average I spend two-three hours a day “studying.” How and where I fit this in really depends on my schedule in a given week. If it’s a particularly heavy week and I am traveling or in lots of meetings, it’s whenever I can steal a few minutes during the day. If it’s a “normal” day then it’s often over breakfast, lunch or at night when I get home. But I make it a commitment to keep current since our teams and clients look to me to help them do the same.

My workflow here, however, has changed a lot over the last few years. Until fairly recently I was a heavy user of Google Reader. Now, however, I find myself relying more on Facebook, Twitter and reading email newsletters from my favorite blogs. Also, I am increasingly using my mobile device to consume much of it as well.

BB: In the last few weeks, you’ve put a stronger emphasis on utilizing Facebook as your epicenter for news and communication. With Facebook’s history of sharing its TOS, along with concerns around privacy, do you think more users will shift their attention to Facebook? The addition of Facebook’s new settings come in handy, but do you feel that users don’t feel like adding privacy settings to every single action?

SR: Facebook is at a pivotal moment in its history. All of the data points are trending up – time spent (a staggering seven hours/month in the US), total users (400M worldwide), mobile use (100M users), traffic patterns (one of the top drivers of views to news/broadcast sites), etc. This makes it impossible to ignore.

What’s more, I believe we have passed a key tipping point where a network effect takes over. Randall Stross summarizes this nicely in his New York Times column, comparing it to similar situations like Microsoft Windows. So I don’t see the train slowing down here in any way.

Still, there’s no doubt many have privacy concerns. Facebook needs to make this easier to manage so that an individual can really more easily separate personal and professional circles – if he/she chooses. The settings they have now help. But they have a long way to go.

The other trend to note is how businesses are starting to use Facebook as a hub. There are more than 1.4M Facebook Pages. Some 700,000 are small businesses. This also creates a network effect the way that Google did with Adwords. Also, I have noticed that more brands and movies are prioritizing their Facebook page in ads over their own web site. This is controversial, but in many ways it makes sense.

BB: You just created a fan page on Facebook. How will you decipher information that appears in this stream versus your blog?

SR:I have been on Facebook since 2007 when they opened it up to all users. At first, I was skeptical of their prospects for success. I saw a scenario similar to what AOL did back in the 1990s – e.g. a walled garden. So while I have been on Facebook for years and I was engaged there, I didn’t see a real opportunity, at least for me, to use it to connect professionally with our customers.

However, the statistics I mentioned earlier and my own use recently have evolved my thinking. I began to see that, professionally, there is a real opportunity there for any business to deeply engage their customers in a way that perhaps is not as easy to do elsewhere – and to build thought leadership. One key reason is that clearly people I care most about like our clients are spending time there. It’s easier to go where the people are than to get them to come to you. What’s more, it’s a broader audience than the people who subscribe to my blog or follow me onTwitter.

So as of right now I am largely creating exclusive content there. I am finding Twitter is better for link sharing but that Facebook is more ideal for short bits of insights that spark a larger conversation. My blog will probably evolve into just a place for essays. But I am syndicating the posts into Facebook as well. It’s all evolving right now.

In short, I believe that Facebook will become my primary content platform in the next few months. But I will continue to do it all. As should businesses that have stakeholders scattered on other networks like Twitter.

BB: Your opinions on Google Buzz are pretty strong. What do you think they could have done differently at launch? Do you think it was wise they launched the tool in Gmail?

SR: Google Buzz suffers from complexity because they only tested it within Google, which has a very tech-savvy engineering driven culture. Facebook and Twitter are simple. You get it right away. Buzz feels like something Google is forcing on millions of users to catch up in an area it’s not strong in – social. It would have been better if they launched in in beta or Labs.

Still, I see Buzz remaining an important niche player for the time being. But I would never count Google out. They can get it right.

BB: It seems that there are new tools popping up every second. Whether it’s checking in at a local bistro with Foursquare or taking a picture of a sunset and sending it to a larger network via Yfrog, there is a hefty amount of information to keep track of. Will there come a time where a mini social ‘revolt’ will occur?

SR: I feel there’s way too much focus in marketing on the venues and the technologies – even in the recessionary climate. Businesses must focus first on their stakeholders and the trends and then figure out how to leverage the technologies. Many still go about it in reverse.

In terms of the consumer, I believe we’re already seeing a winnowing down. Facebook is tops for the broadest group. Twitter is loved by a smaller, yet arguably more influential crowd. And YouTube meanwhile sits in the middle. The others, even FourSquare, are more niche.

In the end there’s only so much time in a day and everyone will need to make choices on where to invest. I see Facebook being the big winner and Twitter sitting in neutral for now. The others may eventually just become features of the big sites rather than stand alone entities.

BB: In the 90s, consumers may have sent a complaint via written letter or email to one of their favorite brands. Today, it may be a Facebook status message, YouTube video or tweet. What do you think this says about consumers’ expectations when it comes to corporate two-way dialogue?

SR: I don’t see it being an expectation around dialogue as much as it is power. People now know they have it and that some businesses will bend over backwards to meet the legitimate gripes in real-time. This creates a virtuous or some would argue a vicious cycle that just exacerbates the situation further.

This means that every business needs to understand what they will address and when – with the expectation that it will scale.

BB: With web sites incorporating tools like Facebook connect, video and real-time tweets, do you see social media being more ingrained in a digital strategy, instead of being an after-thought?

SR: Yes, I believe that we’ve passed an inflection. Everyone is looking at the data and the hype in the media and they realize that this is where our time and attention are flowing so they need to front-load social networking into their budgets. This is not just limited to consumer marketing but b2b as well.

BB: You are a big gadget fan and need to be connected a good portion of your day. How do you plug in? What is your go-to gadget that you can’t leave home without?

SR: Without a doubt my mobile phones. I switch back and forth between the Blackberry (a client) and the iPhone depending on what I plan to do in a given day. There are days or even weeks when all I use is a mobile device. I often travel without a computer – sometimes for 10 days at a time and internationally as well. It’s amazing what you can do with these devices. And both fit the bill nicely.

BB: You are a man on the move, visiting many up and coming tech start-ups. ExacTarget recently purchased CoTweet. Do you see more consolidation happening?

SR: Absolutely, I believe that integration between various systems will be key – especially for those providers who serve enterprise customers. It’s no different than how we saw similar consolidation in the desktop/enterprise software markets and for web-based platforms in the early 2000s.

BB: I know you are a big Yankees fan. If you could be a Bat Boy for a day, would you do it?

SR: Wow, I definitely would. I would love to travel with the team and and ask Derek Jeter all kinds of questions about his work ethic and efforts to be a better ballplayer every day. That’s what I hope to do too in my field. Jeter is a rare yardstick of professionalism and quality in a sports word that increasingly lacks such role models. And I find lots of metaphors in sports to inspire me in business.

BB: What is your newest tech obsession?

SR: I would have to say any tools that I an use for free that give me data. My favorites are Google Insights and Ad Planner, Facebook Insights and YouTube Audience Insights.

Image credit: Laughing Squid 

Instapaper: Now Even More Useful with Email

I love services I can interact with via email. I can post to my Facebook page via email and I can do the same here. One of my favorite services is Instapaper. I use it to bookmark and save articles to read later, which I often do in bulk on long plane rides.

Earlier this week it quietly added a killer new feature. You can now email in URLs or newsletters and it will save them to your Instapaper account for perusal later. I find this invaluable. 

Kudos to Marco Arment for continuing to build out a killer product. This is by far the most valuable service I have added to my arsenal over the last year or so. And it continues to get better. You can get the details here at the bottom of the page.

What URL Should You Emphasize? For Me, It's All About Relationships

For the last four years I had two URLs on my business card - my employer's web site and my blog. But recently, when I went to order a refill, I changed the plan. 

I of course kept the link to EdelmanDigital.com. However, with space limited, rather than directing people to yet another web site (this one) I indicated where they can find me on the sites where I know they are already spending time, Twitter and Facebook. So far, I am glad that I did.

Blogs aren't dying anytime soon. In fact, the New York Times today has an article today about how they are great personal branding vehicles for moms. However, I have started to put a greater emphasis in growing my community where you already are. The reason is, it's easier to build and manage relationships and measure them. I mentioned that some companies are already going this route, but it's worth considering as a strategy for individuals as well.

For the last two weeks I have been really putting my focus on building deeper relationships through Twitter and my Facebook page. I particularly like the latter because I get all kinds of data about the people who subscribe to the page. And I expect this will only improve. For example, I can see that my demographic split is not where I would like it to be, so I am making an effort to try to bring more women into the conversation. I continue to do it all (which, ironically, is why I am posting this here), but I am finding the conversations in my "spokes" deeper, more rapid and more rewarding at times than here on "the hub." But the data helps me get smarter.

I believe that this year we're going to see a lot of bloggers come to the same realization that Facebook is an awesome tool for building relationships - something that many bloggers crave. Most traffic to blogs, I suspect, comes in through Google. This is great traffic of course, but in many ways it's devalued since bounce rates are high. Now I see many bloggers continuing to do it all - Twitter, YouTube, Facebook and their blog. However, some may start to slowly favor Facebook for the same reasons I am if the social network continues its growth track. In some ways, this is already starting.

One of my favorite blogs is MakeUseOf. I subscribe to their email newsletter and every now and again they send out a reminder to readers to fan them on Facebook. That's smart. They're up to 13,000 fans. Here are the reasons they play up: likes, comments and social sharing. However, I also believe that relationships and data play a role here as well. This isn't just about Facebook. If they can give us similar stats, Twitter too will be a larger focus for many. Subconsciously, I suspect it is for many. I am seeing that people are blogging less than before.

 

What primary URLs do you give out these days? Do you send people to your blog, Twitter, Facebook or your company site? How has this changed in recent years? You may have them all on your card but I bet there's one or two that you prioritize. For me, it's my company's web site and now my Facebook page. However, I will continue to do it all. In many ways, I think you have to since not everyone likes or is even on Facebook.

How Google Approaches Social Media As A Team Sport

Photo credit: Karen Wickre via Danny Sullivan

The following was cross-posted on the new Edelman Digital web site. 

Another month, another visit to Silicon Valley – my home away from home – and, with it, another visit to the Googleplex in search of insights. This time I chatted with Karen Wickre, who oversees Google’s growing armada of blogs and Twitter embassies.

Google, perhaps more than any other company, has a culture of openness. Often a company’s culture shapes its communications strategy. And that’s certainly the case with Google. So social media comes naturally.

Karen first launched Google’s corporate blog back in 2004. Today the company has digital embassies for virtually every product. This armada spans dozens of blogs, Twitter profiles, YouTube and more recently Facebook.

Back when the Official Google Blog launched, posts were conservative. Wickre, a former tech journalist, told me over breakfast that early items were almost whimsical, focusing on the food at Google (which I can assure you, rocks).

While the blog still features some trivial fare, no one could call it – or any of Google’s other digital assets – a light weight. In fact, the opposite is true. Google uses its armada to take on hard issues likeChina, public policy and privacy. And it largely eschews press releases, unless they are financial or material to shareholders.

While Wickre doesn’t oversee all these embassies, she serves as a beacon for the teams that manage them – subject matter experts like product managers, engineers and marketers. Like a good coach, she provides templates and best practices and answers questions as they come up. Wickre, in the meantime, is turning her attention to how the company can strategically use its own Buzz product.

Wickre is one of an emerging breed of professionals that companies hire to manage/lead companies down the social media path. Not nearly enough credit goes to people like her. These individuals are often the ones who have to effect change – with the help of partners like us.

Google, perhaps more than any other company, is a model of social media success. One reason is that they tap into the three key trendsthat I wrote about earlier. They are real-time, visible and data driven. However, what they do best is embrace using multiple messages, formats and stories.

I subscribe to a fire hose feed for all the Google blogs as well as their Twitter and Facebook embassies. On any given day you will find a wealth of news, tips and stories that are tailored to specific interests. Only care about Gmail? There’s an embassy for that. How aboutpolicy? That too.

However, Google’s social media success goes beyond just having lots of teams engaged. Each venue slants the content to the reader/viewer’s needs and utilizes different formats – short form, long form, video, images and more. The end result is that Google creates massive surface area that make them hard to miss in an age where information choices are ubiquitous.

The takeaway here for companies is that, when possible, they should consider creating several blogs and – more likely – digital embassies inside existing communities. One Twitter presence might not be enough. The same goes with Facebook. (Note that this is just one approach and not the only one. Some advocate centralizing content into a single place. There are pros/cons to each.)

Businesses today need to consider having multiple streams that are mapped to high priority interests. This creates surface area and lots of entry points for stakeholders to get engaged. What’s more, the content should be “hand crafted“- eg tailored to each community. And these spaces should be managed by identifiable employees who are subject matter experts.

This is how I am tailoring my own content. I use Twitter for sharing/conversing around links and news. My new Facebook community is for discussions and sharing insights and observations. While my Posterous blog site is for essays, videos and the occasional digital doodles.

Now scaling might intimidate some. According to a recent Smartbrief survey, time is the chief obstacle to engaging in social communities. However, if a business makes social media a team sport, as Google does, anyone can succeed.

Ads Drop Dot-Com URLs in Favor of "Facebook Us"

The following is also my March Forbes.com column.

Today it seems that many marketers are literally tripping over themselves to invade social networks in force. There's almost a land grab underway as businesses rush to set up hubs on the "big three": Facebook, Twitter and YouTube. You can definitely sense that we've passed a tipping point.

All at once, businesses large and small are increasingly recognizing that they need to go where the people are. And with 100 million Facebook users in the US who spend an average seven hours on the site each month (Nielsen), it's surely a no-brainer. When your local pizzeria is promoting their Facebook page at the register, as mine does, then you know that marketing has changed. The same applies to Twitter and YouTube.

However, with this land grab, a controversial shift is underway. The trusty dot-com URL, at least its role in marketing, maybe dying.

Some companies are de-emphasizing spaces they own, like their web site, in all of their ads. Instead, they're pushing people towards spaces they rent where people are spending time - e.g. their Twitter, YouTube Facebook hubs.

Case in point: UniBall. During the Winter Olympic games I was surprised to see the pen manufacturer use its TV ads to point people to its Facebook page. There UniBall is giving away 10,000 pens. Nowhere in its ads does Uniball promote its own web site. It's all about Facebook. Clever.

Much the same, I noticed the New York Knicks basketball team in its outdoor ads had only three calls for action - an SMS code, Twitter and Facebook. Again no URL. A dot-com was nowhere to be found.

Finally, during a recent Mashable event in New York, Columbia Journalism professor Sree Sreenivasan pointed out that this is becoming the norm in the motion picture business. Perhaps this is a function of living in a world where people hardly use bookmarks any more and just Google.

If this all sounds familiar, it should. It's all reminiscent of the mid-1990s when URLs started popping up in TV ads and billboards. Or worse, when AOL keywords first surfaced in the early 1990s. These were curious at first, then later, welcome. Now I guess a URL is just boring. 

However, this time it's different.

For starters, when marketers promote their social network hubs over their URLs they risk that more savvy consumers will see right through it. People could perceive it as a flat attempt to look cool and hip. Consumers already skeptical of advertising and this just adds to it.

Second, the use of "heavy artillery" - e.g. advertising - to round up more fans and followers is equally controversial. This would be fine if it lead to true person-to-person engagement. However, many brands are just using their Twitter and Facebook presences to spew out updates, without any thought to how consumers will benefit by essentially opting in. UniBall is providing value but others don't go to such lengths.

Finally, much the same, very few businesses treat social networks as personal, conversational spaces. Hardly any feature real employees. And a scant few aim to advance shared interests.

So while it's welcome that marketers are beginning to promote the hubs they rent in all of the relevant communities, few are really optimizing them into true relationship builders. Most are devoid of humans - e.g. employees - and many look like faceless companies that are trying to check off boxes or slap shiny logos on their site.

In some ways, it makes sense to me that marketers are emphasizing their spaces where people are spending time and where they can be easily found. However, at the same time, with so few understanding what it takes - people - to really build credible relationships, I wonder how long this trend might last and if a backlash is the works.

If I were a dot-com URL, I wouldn't write my will just yet.