I wonder how many of you will read this piece in one sitting – it’s only 844 words long.
You’re fucking swimming in everyone else’s moments, likes, and tweets and during these moments of consumption you are coming to believe that their brief interestingness to others makes it somehow relevant to you and worth your time.
The Irish Times has a higher percentage of ABC1 readers than any other Irish daily newspaper.
66% of Irish Times readers read no other paid-for Irish daily newspaper.
62% of regular visitors to irishtimes.com are ABC1.
Maybe you pay for your TV licence but you are still the product when you listen to RTÉ Radio. Rate card with demographic breakdowns.
If there’s advertising then people are the products too. What about music festivals? You pay a chunk of money for a weekend pass and the festival organisers charge brands to have stands at the event because hungry, thirsty and fun seeking people will be at the festival. And they are of age ranges 21-27 mostly and 45% female and 55% male etc.
So maybe you are the product if it’s free OR of value but has advertising.
Well… If you buy an iPhone, are you also “the product”? There’s no advertising on your phone but there is commerce around you and your phone. Apple use the fact that hundreds of millions of people use iOS devices to do deals with media companies and to encourage developers to make apps that they can sell to the iPhone users. And Apple gets a 30% cut of those transactions. They do deals with telecoms carriers to sell the phone on their networks using data showing how much an iPhone user spends on average over a contract.
If you have money or even just attention that can be extracted by another party, you’re the product. We have always been the product. If you’re reading this, are you the product?
The Cool Tools book, based on blog posts was projected to sell an ok amount. Cos you know, why have it in book form when you can get it online? Then it sold out. Then there was another print run. Then…
Content is coming back again, thankfully. When social media came out first we fiddled with the mechanics of it. Then as always, there was a huge advantage to being early adopters of it but now as it settles down and reaches saturation, the idea of good content (even in a status update) is coming back into play. The same thing happened with Google Ads. So easy when it first began but as more used it you had to be creative, cunning and change-receptive.
1. Simplicity: Use Small Words
2. Brevity: Use Short Sentences
3. Credibility is As Important As Philosophy
4. Consistency Matters
5. Novelty: Offer Something New
6. Sound and Texture Matter
7. Speak Aspirationally
9. Ask a Question
10. Provide Context and Explain Relevance
Karl’s stats from Broadsheet show that Facebook and Twitter are a big pusher for their content so that might be an inkling as to where your traffic sources come from.
BUT, lots has changed with Facebook of late and it’s harder and harder for your fanbase to actually see your content due to Facebook Edgerank so be very very aware of the possible dwindling returns with Facebook. It also makes me wonder whether Edgerank is the new SEO and you will need experts to basically manipulate your Edgerank in order for you to be seen inside in Facebook without paying each time. And in a way this is full-circle in Internet Marketing. Paid advertising and SEO, paid updates or organic updates…
We also have this idea of tiny information. Apps like Circa and Potluck give you a small amount of news in short articles instead of bombarding you with content all day.
Meaning well can do harm. James points out the destruction a suicide awareness campaign can do. Naturally the “RT to cure suicide” types are furious. They remind me of those who sent their kin to Magdelne Laundries.
So the world or a tiny subset of the world that has the time to be interested in things about robots, had multiple double takes when Google bought Boston Dynamics, the military robot maker. It turns out that Google has been very busy buying robotics companies, not just Boston Dynamics.
Google has always been about using algorithms to replace humans or at least automating tasks. via Forbes:
A little more specifically, the New York Times has noted, Page has “argued that technology should be deployed wherever possible to free humans from drudgery and repetitive tasks.”
What work do humans in Google do right now? What cerebral and physical tasks can be replaced?
All these books published and printed and not a single digital copy. Libraries of books that could be scanned in and shared with humanity. Of what Google scans in, they need operators of scanning machines since books are not uniform in size and texture. You can spot hands in some of the scans like this blog talks about.
Data Centre Work
While Google data centres are mostly about servers and don’t need humans, they still need humans and humans need to be catered for in data centres. Google data centres run hot, higher temperatures mean less money and energy spent on cooling. Google data centres are efficient enough and they have staff in shorts and t-shirts in there because they run warm. Humans are probably a bottle-neck in custom made data centres.
Aisles are made for humans to fit in so they can swap out failing equipment. Bottle neck. Google spent $1.9 billion buying the old New York Port Authority which just happens to be a location for the best fibre connections in America. Kevin Slavin in his TED talk about algorithms talked about Skyscrapers in New York being gutted to house data centres. Imagine how inefficient one of these would be because of the shape and because of catering for humans. If Google made skyscraper data centres like Japanese automated car parks though:
Fires need oxygen to keep going, as do humans. Eliminating oxygen in data centres is a good way to stop fires spreading but you can’t have humans then. Robots are cool though, right? One wonders can you have oxygen free data centres?
Mapping and live traffic reports
Obvious section this. Mapping seems obvious since Google already has cars and trikes going around the place (and even people with backpacks). Google already does driverless cars. So drones. And low and behold the FAA now are allowing trials of pilotless drones. No more traffic helicopters thanks to Google traffic drones. Helicopter pilots are very expensive and not that common, many are ex-military because you need so many thousands of flying hours to fly commercial.
Google needs data centres all around the world. As developing countries boot up and become more web connected, more data centres will need to be deployed. Remember the idea of Google dropping shipping containers that were data centres to spots that needed them?
As the wildest and most far flung parts of the world become flattened and connected, they’ll need data centres. They’ll also need infrastructure for those data centres. Why not use drones, driverless vehicles and robots to build them out and to connect them? On that, reliability is important too so having drones guard your electricity supply and repair it is also important. Humans do this today:
Don’t forget underwater cable repair too!
Remember that Google is now a hardware company as well. They own Motorola and all the hardware parts of that. They seem to be making a loss year after year with it but making the hardware section more efficient with robots could be something good. If they were to take their expertise at making processes more efficient then their hardware factories and partner factories could in theory pump out high quality smartphones like the Moto X and newer versions of Google Glass that don’t cost over €1500 a pair.
RobotDroid – What if
Despite working on mobile possibly longer than Apple, Google were way behind with their mobile initiative and are still playing catch up with Apple on this. The idea of making an operating system open source (to a degree) and free to use has made Android the number one Internet operating system out there and more Android phones than Apple phones are being sold. Apple phones still seem to be used more and for higher value purposes.
So maybe this time when robots and drones will eventually become mainstream, Google wants to be out the gap first and have the momentum and be the main platform for building robots on? All those robots and drones with sensors that feed into Google services. All that information. Apple are always good at coming into a market late and taking the higher end of said market and then going lower into it but Apple may not be the dominant force in the robot world, they’re still a consumer company. Probably going to be a while before consumers use robots.
This is a Google robot:
Maybe too far
Airdrops of 3d printers for what, I don’t know. News robots in war zones. instructional robots. Google Robot Dog Tracks. Remember too that Google has often given away IP and knowledge if it makes the world more efficient which helps Google be more efficient. They bought Urchin, turned it into Google Analytics and gave it away for free. So there could be something in that too.
Lastly, Robots are just fucking cool, Google can afford to play with expensive but fun things.
Get Running with the Irish Times. Online course to help Irish Times readers to get into running in 2014. I like this idea of trying to be a core part of the lives/routines of their readers and not just a random part now and then.
Tape over your camera on your laptop and phone too if you are very paranoid. They’re remotely switching them on.
Griel Marcus’ commencement address for the 2013 graduating class of New York’s School of Visual Arts on high versus low culture and the false division. He rallies against this kind of bullshit:
As to whether the new, DiCaprio-ed edition of “Gatsby” would be socially acceptable to carry around in public, Mr. Cassem of McNally Jackson offered a firm no. “I think it would bring shame,” he said, “to anyone who was trying to read that book on the subway.”
Everyone going ape that people like Mrs Brown’s Boys and it beat Doctor Who in the ratings. High brow, low brow. Low brow low brow really. And in a similar vein:
There are tens of millions of people who will stop in their tracks at this commercial and wipe a tear from their eye. As a result, they will feel slightly more attached to Apple, which is the marketing purpose of this spot.
I’ve known Barry from the days of Boards, then Digiweb, then LastMinute and now GrabOne. Barry is one of only a few that I feel is better at digital marketing and planning than me. (That’s not an ego thing, much). I’ve attended talks and workshops that he’s given and always come out of it richer with knowledge, which is why I’m always nagging him to do courses for my clients. His constant strive for bettering himself and more knowledge is admirable and something I want to do but rarely get round to. 2014 by just probability is going to be a good year for Barry.
Dylan Varian Dylan has been doing the business thing since 17, has worked for himself and worked for Trustev. If you have that much experience before 20 and you stick with it, you’re going to do well. Or maybe totally burn out and run a small scented candles store near a surfing and tourism spot.
Niall Smart, Cormac Driver
They’re at it again. More Irish Y-Combinator alumni. Sold their last company to Real Networks. Now both doing different things but in New York. Cormac is head of product at Temboo which is an SDK that gives you access to 100+ APIs. The Internet of Everything goes their pitch. A perfect platform to create your own web app. Be interesting to see how this tool kit fast tracks a lot of new tech startups.
Niall is now CTO in Hightower and they just landed $2.1 million in investment and are bringing realtors to the 21st century with their software. This should be a fun space to watch.
In fairness I was a mentor to Christian so I know his business quite well. Christian’s company Fonesense is now in the Wayra incubation programme and they’re getting some great meetings with some very nice companies. You can tell they’re going places when Government Ministers want in on their success. Selfie with Bruton in 5, 4, 3 … And like the lads above, Christian already has had previous success with the Cabbage texting app for Android.
Only barely done the Leaving, that she wrote about for the Indo and she’s out in IADT now doing what she’s good at: videos. Wait a few years and see what she’ll be directing.
Lastly, going back to two I’ve featured before but a revisit is always worth it.
Alexia Golez Alexia is now working for Trustev (that’s two Trustevees on the list this year) and featured on the list in 2011, so not that long ago. She’s not been in Trustev that long so her impact and the impact of a startup culture on her should make 2014 interesting for them both.
Dena Walker Dena is back in Ireland, maybe back for good. Featured in Ones to Watch 2010 edition. Herself and Barry Hand are the book ends of this post. Two people in Digital Marketing who understand marketing/digital strategy better than me and most people. Thank god there’s a voice that calls bullshit in an industry that rewards bullshit. No, I meant the marketing industry, not green tech.
All of those end of the year articles streaming out of many media orifices towards the end of this month looking at back at what 2013 was. One of them to me was a year of being outraged and Twitter was at the core of it. While that game has always been around on Twitter, 2013 was certainly a peak and media and agitated personal lives definitely contributed.
Some asshole does something assholey and someone that needs to move their frustration out of their head into the public finds themselves being outraged. Just like we have “the Final Number One Single of the Year” now we have the final outrage of the year and it seems to be Justine Sacco. Now of course not only do you read about the outrage and every media outlet both professional and amateur (though these are only labels, not levels these days) telling us all the same story but now they’ve figured out you can analyse this to death as if it was a soccer match. “How did the pigeons in the council estate react Jeff?” See, why go and work for a story when you can just post-match analyse what’s been handed to you via a Tweet?
Already linked to this piece by Allen Pike about negativity will always come after you. in another post but worth pointing out here too:
As your audience grows, the chance of any given action triggering criticism asymptotically approaches 100%.
Without doing too pop-psychology about this but it probably says something about the people and the network that people now do Twitter searches to find spoiled kids at Christmas so they can out them. Everyone nowadays wants their Gotcha moment which of course they can share with others for approval. Micro-rewards of replies, Favs and RTs means it will happen again and again.
But it’s not a Twitter thing, hunting like animals to find validation for your own personal issues is wildly encouraged by media outlets. Controversial opinion pieces in the Irish Times are great for generating outrage which are great for generating comments which are great for generating page views. Outrage has always been there, Gerry Ryan, Gay Byrne and Letters to the Editor thrived on that. Now it’s en-masse and automated. Now we have article comments. And your tweets now get featured in print editions of newspapers too. “Here is what an outraged Twitter thinks”, nice reward cycle.
Many media outlets have community janitors to wade through rivers of bile when really, who fucking cares about the opinion of someone in the comments? How does that better the lives of the readers? After all the work editing and sub-editing articles to get the right timbre and message and then some dope says “you smell” in the first comment.
Aside: I actually find it hilarious though that the people who give out about the comments on the likes of the Irish Times wet themselves when their carefully constructed Letter to the Editor gets printed, which probably gets stuck on the fridge.
If you keep reading the comments or worse reply to the comments in some of these spaces, it makes me wonder about you and not the trolls. If you keep following people on responding to bigots on social networks giving sisyphus a run for his money, I wonder about you more than the Twitter fools. I see these people that get outraged and incensed when someone who by their nature will never change says something that they will always say. Don’t agree with a right-wing Catholic, just use the block button. I probably use the block button two or three times a day on Twitter, it makes me a little saner. Try it. I block all those lame-ass meme accounts too. I actually think I have more in my block list than my follow list. You control your stream, have you not heard?
You’ll probably lose friends too but when someone starts a conversation says “Oh my God did you see what David Quinn said” just get in “I don’t care”. Again, makes life a little saner.
Leave a comment if you want, I may delete it but I very probably won’t read it.
Outing fake quotes and then using it as a hook for your college that prides itself on studying original sources.
Who goes to work to have fun? Nice counter to the brogramming, Movembering, “serious fun” workplaces that seem to actually use fun as a more sinister form of control and use “fun” to mask other issues. Hard to make a harassment complaint when you take part in the “fun” events and those remarks about your small breasts were just in the heat of “fun”.
And on the topic of HR and issues. Netflix and HR, some interesting thoughts. And a nice dig at startups that are far too casual.
The best thing you can do for employees—a perk better than foosball or free sushi—is hire only “A” players to work alongside them. Excellent colleagues trump everything else.