At Social Media Week NYC Laura Simpson and Nadia Tuma, the global and deputy directors, respectively, of McCann Truth Central, gave a presentation on privacy and sharing in social media. They spoke at length about the varying attitudes people of different generations possess regarding the ownership and use of their online data.
At the end of their presentation, they unveiled a pyramid graph entitled “the hierarchy of compensation.” Organizations scale the pyramid by using an individual’s data to provide benefits that are increasingly intrinsic in nature. In other words, companies move from merely providing transactional benefits to enabling self-actualization by using the personal data they collect to actually make the lives of their customers better (as opposed to just making their purchases less expensive).
As I listened to Laura and Nadia speak – I sat on the panel that followed their presentation – I couldn’t help but think of Percolate Design Director Dom Goodrum’s post on the role market research plays in product design. He wrote:
One of our big goals for the year ahead will be to ensure that the distribution of our findings works harder for the company. If our research is empowering us with empathy around our customer’s lives, then we’ve got to make sure that empathy is served on a never-ending conveyor belt so everyone across the company can easily pick learnings up all day long.
Empathy is the key to ascending the hierarchy of compensation Laura and Nadia created. Whether a B2B or B2C organization, if you aspire to provide not merely cost-saving solutions but life-altering ones, deeply understanding the challenges and concerns of your customers is critical.
Great marketing, like any form of storytelling, needs to make an emotional impact. But in order to do so, you have to understand your audience. You have to empathize with them. In the third, social and mobile-driven phase of marketing technology, we can do so in ways never previously imagined. The data we now have access to, both in terms of its scale and its specificity, is unlike anything we’ve ever seen before. It’s dramatically changing the ways in which marketers can make their content compelling.
When discussing our audiences, we can talk in terms of billions, not just millions. At the same time, we can target small groups of individuals with highly tailored messages. And we can do them both on the very same platform. The more information an individual provides, the better we can ensure we’re telling stories and providing solutions he or she will be impacted by. We can ensure we’re talking to the right people on the right platform and in the right ways.
I mentioned that Laura and Nadia’s presentation was actually about generational attitudes regarding privacy, sharing and the corporate use of data. How do marketers ensure that the content they create – content that appears in feeds along with photos and messages from friends and loved ones – will be well received? Empathize with them. Produce content that genuinely speaks to the reality of their situation, and distribute that content at the appropriate time through the appropriate channels. If you do so, branded content won’t feel invasive. It will be welcomed.
When we started Percolate just over three years ago we did so with a thesis: Content is the atomic unit of all marketing. When we looked around at the technology landscape, we saw a lot of tools for brands built around campaigns and publishing, with no one focusing on the day-to-day challenge of creating content to meet the every-growing demands of a social + mobile world.
Since then it seems like a day doesn’t go by without a new story coming out to support what we like to call the 3rd phase of digital marketing. Just last week LinkedIn continued its transition into a content platform by announcing that it was making publishing available to all users and Marissa Mayer said in a recent New York Times article (which itself now offers native advertising) “the path to revenue is really about delivering for advertisers ads that perform in whatever format or setting our users are working in and making those ads really enhancing for the user experience.” Those “ads” she’s talking about is content and the “format or setting” is mobile.
At this point I think it’s safe to say the advertising world agrees that content is the future of marketing in a social + mobile world.
With that mission and momentum in mind, I’m incredibly excited to announce that we’ve partnered with WPP, one of the industry’s unquestionable leaders, to help continue to make our vision a reality. Because of their position working with brands of all shapes and sizes, WPP has had a front row seat to this shift to content. As the demands of content marketing continued to explode, they made a decision to partner with us to help their clients implement a systematized approach that drove at efficiency, effectiveness, and brand governance.
Needless to say, we continue to be more and more excited about the space, the opportunity, and the products we’re building. Today, more than ever, marketers need a system of record to help manage every step of the content marketing process and, with the help of partners like WPP, we can continue to ensure that our solution gets into the hands of the world’s best marketers.
The below presentation, The Content Marketing Revolution, kicked off our event at Social Media Week, a track of programming that was developed to explain how social and mobile have forever changed content marketing. Our ability to understand what happens next revolves around studying how technology not only changes media but also how it changes marketing and the marketer.
I realize calling anything a revolution can sound a bit silly. What I want to do is back up the statement with the changes in technology we are now living through and how the last 3 years have really changed media, marketing and marketers.
So let’s get started. First and foremost, we are Percolate. We are company of about 100 people and growing based right here in NYC. We are 3 years old and if I could use one word to summarize us I would say, ambitious.
We have a vision to redefine marketing through technology and a goal to be the content marketing platform of record for every marketing department.
When Noah and I first started the company we struggled with the term content marketing. For years we stayed away from the term content marketing. It didn’t feel big enough, it felt dated and overall, it was poorly defined. You can look no further than Wikipedia right now to see what I’m talking about:
Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.
This definition is stuck in what we call the first phase of digital marketing. That is the web phase of digital. A pre-2010 era of the web that was defined by search, banners, eMail and micro-sites.
So what happened? How did everything change? Social was the original catalyst for a whole new way that we create content in the modern day. Social was what got Noah and I excited when we thought about building Percolate.
We were moving from a world where our clients asked us to build out year long campaign calendars.
To a world of sustained communications, where marketers needed to figure out what to tweet about on a daily basis.
Noah and I knew the world had forever changed when marketing conversations moved in this direction. From campaign based communication to sustained communication. Our job was to start a company to solve these challenges and we went out in the market to make it happen.
In late 2010 though, the idea of social platforms and their businesses was still very much up in the air.
Facebook’s valuation was insane in late 2010. Employees were selling their shares for $11B!
Everyone had an opinion on Twitter and almost all of them thought they would never make money.
LinkedIn was a professional networking site with no content or newsfeed. Updates were for when you were looking for a new job and changed your profile.
Google was a search company with no play in social.
There was no global social platform. Almost all leading platforms around the world were constrained to the country they were building in.
What social at this time did is it created a new category of marketing technology. What we call the second phase of marketing technology. The important thing to understand though is social at this time was still largely about the web and the technology reflected it. For a marketer, as the data showed from 2010, social wasn’t global or strategic.
What did social mean for the marketer in 2010?
On one end you had marketing technology that helped brands build microsites on Facebook. Remember Facebook tabs? Yes, I’m glad they are gone as well.
The other side of this new phase of marketing technology was customer service. Brands increasingly were made aware of the ability for others to help praise their brand or hold it hostage (war rooms!) and they bought technology to help with the monitoring and routing of customer conversations. Technology that is still in use and thriving to this day.
While social was important in 2010, it didn’t have the overall value we had come to find in the largest media companies. As well, there wasn’t a global play in social yet, as social platforms were largely siloed by the countries they were built in.
So what happened? How did social become the dominant driving force it is today?
Social had it’s moment largely thanks to the most disruptive force we have all lived through in the last 4 years, Mobile.
For marketers, mobile changed everything. Banners, gone. Flash, gone. Complicated site architectures that couldn’t translate to smaller form factors, gone. Social has been the benefactor of everything that mobile disrupted.
Most importantly, mobile consolidated us all. It taught us to swipe, capture and for social: share… Instantly. It also taught us that content would sit in the center of the experience and it would unite us all in the act of creating and sharing it together. Content creation and consumption now happen in the same stream.
The growth in mobile is like nothing we have ever seen before. Android recently passed one billion activations and iOS will pass 1B users sometime this year.
The output of mobile created an entirely new social landscape. At the time of this speech…
Facebook is now worth $163B, has 1.19 billion monthly active users of which 874M of those users accessed the site from a mobile device. They also own one of the fastest growing mobile-first social platforms, Instagram.
Twitter has gone public. Almost all their growth and monetization is centered around Mobile.
Pinterest and Snapchat are the next up and coming platforms
This is a chart showing just how quickly a new player in social and mobile like WhatsApp can grow vs a traditional digital communication company like Skype.
UPDATE: WhatsApp was acquired by Facebook for $19B in the largest ever venture capital acquisition.
Google has come out to say that G+ is the social spine of the company. Using G+ as the identity layer of Android.
Mobile totally changed the value chain and with it, new types of companies emerged.
You don’t have to look further than this graph to see just how much value has been created by social/mobile companies. They are now amongst the largest media companies in the world. For marketers is important to realize that the market has voted and they believe in the future, more and more marketing will flow towards social/mobile companies and away from traditional media companies.
So with all this value and content created, what is next? What does it mean to be a marketer in 2014? We are in the midst of a great transition and how can the marketer capitalize?
Let’s start by understanding how technology is changing what it means to be a marketer. Noah has always talked about looking at these changes through the lens that Marshall Mcluhan looked at technology. McLuhan said, “The ‘message’ of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.”
In order to understand how social and mobile will continue to change our lives and marketing, let’s look at the future through the lens of Scale, Pace and Pattern.
Scale: Global. Marketing is no longer about reaching millions, it is about reaching billions. Look where we were in 2009:
Thanks to mobile and the consolidation of platforms, in just 4 short years we have been able to globally consolidate on platforms like Facebook and others.
Social is also no longer a zero sum game. Multiple platforms can thrive in a social, mobile world and the individual platform numbers and their growth reflect this pattern.
Pace: Mobile is the form factor that all marketing needs to live by.
Everything in the future is dictated by how it will perform in mobile. Creation and consumption happens in the same stream. All content needs to be shareable.
Pull to refresh is the most used gesture in the world.
Pattern: Content is having it’s Moore’s Law moment.
Over 1 billion photos are shared daily across just four of the major social platforms – WhatsApp, Facebook, Snapchat, and Instagram.
Even Search, the last great business model of the pre social/mobile world is dictated by social now.
Content acceleration is happening.
As a marketer you need to think about systems that touch the whole organization and the massive global audiences that social and mobile now reach. The ability to do all this creates a new marketer.
The CMO and the marketing department have the potential to touch a much larger part of the organization than they ever did before. Every employee is on social and every employee is mobile. Never before, in the history of the enterprise, was there more of a transitional time for a department to expand their reach.
A marketer has to move from campaign-based communication to sustained communication.
What all these profound changes create is a new type of marketer. One that controls both messaging and systems inside of the organization. These changes can create a more strategic marketer that moves from an average tenure of 24 months as a CMO to being the most strategic executive in the organization after the CEO.
The marketer that wins in this new world will embrace the technological changes that are changing the scale, pace and pattern of media.
To conclude. The content marketing revolution is absolutely here.
Social was the catalyst for redefining Content Marketing
Mobile was the catalyst that changed the scale of social
Social is at the center of marketing, mobile is the vehicle, and content marketing is the best way into those essential spaces.
Finally, only about 40% of the world is connected to the internet. By 2018, almost everyone will be connected through mobile, social technologies. This will continue to have compounding effects on what it means to be a marketer.
We live in truly amazing times to be a marketer, let’s take advantage of it.
This post is an open letter to Art Directors working at advertising agencies. It’s based on a presentation I gave at Social Media Week NYC where I shared some thoughts on how Art Directors and Designers can help their clients create more effective social marketing in 2014.
The first thing you should know is these thoughts are coming from a former Art Director. Before joining Percolate, I was involved in the conception, planning and execution of digital campaigns at agencies in London and New York.
The year is 2004, I have just graduated from the University of Huddersfield with a degree in Multimedia Design. For those of you who haven’t visited Huddersfield before, we were surrounded by all the sheep.
Shortly after graduating, I swapped the sheep of Yorkshire for the red telephone boxes of London and began working on marketing campaigns at digital agencies.
We also helped telecommunications company Orange sell phones.
Over the course of our relationship we moved away from creating “big idea” campaigns and started turning out a piece of interactive content every month. Simple, fun ideas designed to be shared on Facebook walls.
We worked for the Observer newspaper to promote their monthly magazines: music, food and sport.
Here we created a weekly email newsletter to inspire subscribers to pick-up a copy of the paper that coming weekend. This was about picking up our photoshop template and setting content in place each week.
Another one of our clients was high street fashion retailer Topshop.
We redesigned Topshop.com from the ground up. Brand guidelines helped us understand the fonts, color palettes and photography direction styles we could use to structure and shape the new editorial templates we introduced over the commerce foundation. Templates that would be used to published 2/3 blog posts a week.
On moving to New York, I started working with Samsung. They wanted to raise awareness of their new laptop, which came equipped with an Intel processor.
We created Boosted, a series of mini campaigns that played out in Facebook tabs and microsites. This was also the first time I had been involved in the planning and creation of three solid weeks of content updates and status messages.
This brings us to 2010. I like to refer to this moment as the big design pile-up. Design requests were coming in at an amazing rate. The social web stage of marketing was well and truly in full force. There was so much stuff to make.
You can see the shift from creating campaigns to sustained marketing illustrated below. What we’re looking at is how we moved from a delivery of banners every four months, to a constant flow of social campaigns — campaigns full of design assets.
Our response to the need for so many assets? Photoshop. Of course Photoshop was our answer. When you are holding a hammer, the only thing you see is a nail, right?
But Photoshop didn’t solve our problems. Things got worse. From here the growth continued as more and more brands created campaigns across social platforms like Facebook and Twitter, whilst new platforms like Tumblr started to emerge as places brands could reach new audiences.
This is when we introduced a new member to the team: the Community Manager. This was someone who mostly worked client side. As an agency we needed Community Managers to guard the front lines during campaigns.
These were people who had been on Myspace as early as 2007. Back then they were responding to fan wall posts and handling the trolls.
They quickly got known for customer relationship management skills and their ability to handle weird customer enquires, but they did far more than that.
Since 2011 I have been following Community Managers and all the jobs they do as we’ve built our technology platform. They have gone beyond the frontline. They are playing a leading role in defining brand strategy and content design for some of the most successful brands on social.
The reality is, if you want to make good work today, the Community Manager is the most important person you can work with. If you are an Art Director, the Community Manager is your new creative partner. An absolutley vital member of your team. Let me explain why.
Let’s not worry about the design thing. You know, when you say keyboard shortcuts, they think keyboard cat. Paul Rand is met with “Ron Paul?” And your favorite typeface Gotham, well that’s got to be Batman.
They understand the pace of platforms better than anyone. Their Photoshop is an application made up of streams of social content. It is what they are using everyday to craft communications. From here they understand the pace and the perspectives of your brand’s audience.
When the social platforms introduced new visual news feeds they became flooded with images fans related to the brand. This only increased with the mass adoption of smartphones. A new visual language arrived. Simple, human photography won the day. When representing your brand, this is the new creative.
With this huge influx of fan imagery, community managers had a new source of content. This obviously included cats. These images created new post styles like “Fan Photos.” Here Community Managers developed a more personal dialogue between the brand and fans, when previously there had only been cold messaging and direct promotion of product and services.
This wasn’t just about Facebook. As new platforms grew, Community Managers got to know how the room responded across all platforms. They knew how to craft the message as they shifted the brand look and voice from Facebook to Twitter, as they transitioned from day to night, from one audience to another.
They have an ability to pay attention to the world around them, understand trends, and react to all of this. They made planking Pepsi cans into a real thing. This ability is what built followers and friends. This is what gave brands a moment of fame on social.
With the rise of mobile apps such as Pic Stitch, Meme text generator and later Instagram, Community Managers became more and more confident in making design decisions. With these apps they are doing the work we used to do for a couple of hours a week (cropping and manipulating images), but they are doing it in minutes.
Community Managers connect brands with cultural moments. For example: It’s Christmas. Everyone is watching Home Alone. Suddenly Pepsi’s Community Manager brings back Fuller and makes sure no one over does it. This is a great example of how they married the visual language of social to a timely and relevant piece of culture.
Today, Community Managers are working with some of the world’s largest brands to tap in and understand what makes their audiences different, and then work with the team to create content for them specifically. Oreo’s Daily Twist Campaign is the example I’m sure you are all familiar with. The team won a Grand Prix at Cannes last year.
So lets talk conclusions. What am I asking you to take away from all of this?
First and foremost, you should hang out with your Community Manager more. I know some of you won’t be in the same office each day, but make it happen. Get together for an hour a few times a week.
This will be quality time for you to share learnings from both sides of the table. On your agenda should be how your audiences are developing across platforms, the latest social tools and formats (today this is Vine and Snapchat and the next ones are coming soon), talk about events happening in the real world you are excited about for the brand and get into design: discuss what’s happening across campaigns, industry and social.
The number one thing you need to work on together is context. Ensure the content and campaigns you are creating doesn’t fall on deaf ears. Understand why each platform is unique. Understand what time of day people on each platform are online and engaging with content. Understand what they are talking about and reacting to. This is the most important thing you need to do.
So this week, drop your Community Manager an email. Invite them to get coffee and chat. Get this going. Trust me. You’ll both be better off for it.
A brand’s employees play a critical — and often overlooked — role in its social identity. More than ever, individual employees are using social to build and share their personal brand, giving rise to conversations where personal and professional content converge. As more and more employees become content creators and broadcasters, how can companies best use their workforce to amplify content, extend conversations about the brand, and help with valuable activities like customer service, advocacy and recruiting?
In a new phase of marketing technology centered around the mobile, social enterprise, CMOs and marketing departments now have a direct path to engage their employees on social: mobile, where nearly every modern employee is active. Both the challenge and the opportunity for marketers is managing the creation and distribution of content company-wide with centralized oversight. According to research from Altimeter, developing internal education and training for employee social media use is a top priority for CMOs, despite the fact that only 38% of brands currently have one in place.
Today, we’re thrilled to share a new, powerful tool for marketers looking to activate their brand’s biggest social advocates: Percolate Employee for iOS. Available in the Apple app store, Employee lets marketing teams publish brand content to employees’ phones — whether that number is in the dozens or thousands — with the full tracking and oversight of Percolate’s Complete Content Marketing Platform. Here’s how it works:
With the Employee mobile app:
1. Important brand content is shared directly to employee groups
2. Employees can easily add hashtags and get permission to natively use and share content to their personal social feeds
3. Employee “favoriting” provides easy two-way communication feedback to marketing about content quality and relevance
4. Marketing teams maintain full control and oversight of their content, and also receive valuable feedback data about how employees are responding to and sharing their work
Effective enterprise social media advocacy starts with sound planning, thoughtful employee training, and diligent executive education, and it can be deployed at scale to deliver real-time socially engaged employees with Percolate Employee.
Most important of all, the introduction of our Employee app means that brands and their employees are now completely connected around the atomic marketing unit of content. Employees can create visual content with Photographer and sync it to a brand’s central media library, and now take digital assets published from central or regional teams and amplify them. Best of all, CMOs and their teams can track and manage the entire lifecycle with Percolate’s monitoring, analytics and social governance software.
Employee extends marketing’s reach to every department in the company, activating a brand’s best social advocates at scale. With Employee, everyone in the organization is empowered to be a marketer and brand advocate.
When I started my career in digital marketing 10 years ago we were living through the first phase of marketing technology. This was a world of banners, microsites, search and email. As a digital marketer you didn’t work with much technology but if you did, it most likely revolved around a category called advertising technology with DoubleClick or Aquantive for banners, marketing automation for email, or analytics like Omniture for your website. This phase of digital can be thought of as the web phase of digital. A snapshot of this phase can be seen here:
Largest internet media companies in 2005 by market cap: Google ($100B), Yahoo ($15B), AOL (~$1B)
During the first phase Google established itself as the most dominant marketing company in the world by owning search and they also made big acquisitions with marketing technology like DoubleClick.
The challenge for the first phase is advertising technology breaks down as the PC becomes less relevant. Almost all advertising technology, outside of email, revolves around web browsers and banners. This technology thrived in a browser based world that allowed for cookies to be dropped on users and retargeted through messaging that primarily came in the form of banners.
Social and more specifically mobile renders almost all this technology ineffective. Social gathers almost all it’s data from first-party information, in other words, the data that you naturally give to a platform like Facebook , Twitter and LinkedIn. Mobile eliminated any additional space that banners once occupied and forced both platforms and publishers to think about a native offering that strikes at a more consistent user experience than what banners can offer.
If you believe, like we do, that the first phase lives and dies with the PC, then the trend doesn’t look great:
This brings us to the second phase, one that started to really gain traction in 2009 as Facebook passed 300 million users. Social in this phase for marketers was still on the web (ie. in the browser) and marketers spent millions of dollars on building Facebook microsites, often called tabs. A snapshot of the second phase can be seen here:
Largest internet media companies in 2010 by market cap: Google ($140B), Yahoo ($14B), Facebook ($10B)
A new type of technology emerged in this second phase called SMMS (Social Media Management Systems). This technology served two functions. The first was focused on helping to build out the equivalent of microsites on Facebook in the form of tabs (to be fair, at the time this was really the only marketing solution available to brands). When Mark Zuckerberg spoke in the summer of 2013 and said Facebook was a mobile company moving forward that was an official signal that Facebook tabs were over and brands needed to re-align their focus on Facebook to take advantage of their mobile marketing solution, sponsored posts.
The second technology function that SMMS served was to help manage the explosion of CRM and customer service inquiries that occurred on social. The goal of this technology was to help brands build out their monitoring and response solutions, everything from being a new 1-800-number for social to building out customer profiles to crisis management. The Altimeter Group put together a nice slide on how SMMS differentiates itself along these lines:
What are the two critical elements missing from this chart as it relates to opportunity that marketing now has and the internet that we are now dealing with?
Content and Mobile. Without a vision for content or mobile, part of SMMS marketing technology is left behind as a PC-centric solution and one that Facebook no longer actively promotes. The customer service solution side of SMMS is still thriving but it doesn’t solve the most strategic opportunity platforms and marketers have. That new opportunity brings us to phase 3.
Largest internet media companies by market cap: Google ($400B), Facebook ($170B), Twitter ($30B), LinkedIn ($25B)
The combination of social + mobile creates an entirely new phase of marketing technology. From a media perspective, the promise is mobile media companies have larger global audiences and more sophisticated data and targeting than we have ever seen before. This is reflected in the market caps of social + mobile companies, for the first time ever, they are the largest media companies in the world:
In all cases, the native ad unit on these social + mobile platforms is content and marketers have been forced to move from creating a few pieces of content per year, like they did in traditional media, to creating hundreds of pieces of content per day as they have the opportunity to reach global audiences at a moment’s notice.
The media opportunity is only the outward-facing effect of this third phase.
The other opportunity for the marketing department that the third phase creates is how the marketing department changes inside the enterprise in a social mobile world.
The CMO and the marketing department have the potential to touch a much larger part of the organization than they ever did before. Every employee is on social and every employee is mobile. Never before, in the history of the enterprise, was there more of a transitional time for marketing to expand their reach.
What a marketer needs now is a system of technology that manages the creation and distribution of all this content with centralized oversight. The marketer moves from someone that once only moved content to audiences, to someone that needs to move content through the whole organization. In this new world the marketer has the ability to touch sales, HR and almost any department that puts social and mobile at the center of their activities.
This is our vision at Percolate and what we are building towards every day. For the marketer, we want to create a way for them to easily touch the whole organization and the massive global audiences that social and mobile now reach. The ability to do all this with Percolate creates a new type of marketer. A marketer that moves from campaign based communication to sustained communication. A marketer that moves from buying media to building systems. A marketer that moves from an average tenure of 24 months as a CMO to being the most strategic executive in the organization after the CEO. A marketer that puts technology at the very center of their marketing process.
This is the next phase of marketing and we are excited about building it.
Jonathan Glick wrote a thoughtful piece on re/code entitled, The Rise of the Platishers. In the piece Jonathan talks about the new media companies that are developing and how they are a combination of a publisher and a platform.
What should we call a publisher — like Gawker — that provides a tech platform on which anybody, not just its staff, can create content? What should we call a tech platform — like Medium — that has a team of editors and pays some contributors to create content? It’s something in between a publisher and a platform — something that weaves together the strengths of both. A platisher.
Crazy term aside, Jonathan is noticing a very important trend. We see this at Percolate where our job is to be the content marketing platform of record for brands. Offering our technology to to help brands create and distribute content to any platform they would like.
From the image at the beginning of the post, where your content is your ad and your ad is your content, we are seeing some of the best publishers in the world follow the model that was pioneered by social platforms. The rules of the platforms are very simple – there is no traditional ad unit and the brand is treated the same as everyone else on the platform. The only advantage the brand has is they have the marketing budget to create great content and can pay to promote that great content.
Here are a few reasons why platforms and publishers smash together, and a glimpse at what is next:
The technology trend leading the charge is social and mobile. They are the catalyst for how brands are now are taking a content-first and platform-specific approach to all their marketing
Brands follow time and attention of their audiences. Some of the largest media companies by market cap in the world are now social/mobile platforms (FB, Twitter, LinkedIn, Pinterest)
Publishers are innovating fast to try and catch up and are launching their own native or sponsored content models.
The challenge for brands revolves around publishers becoming another channel to create content for. This isn’t trivial given the new demands on content creation and the costs associated with it. Publishers have responded by trying to create all this content for brands through their in-house creative teams. This model can be threatening to brands and their agencies and creates a different workflow than what they have with platforms, where content creation is independent.
In order to scale like a platform, publishers have to let the brand create the content themselves by establishing frameworks that all content should live by.
Much like Facebook has their educational Publishing Garages, the more platforms or publishers can teach brands and their agencies how to create great content on their platform, the faster they should be able to drive adoption and revenue.
I’m excited to see where publishers go and we are deeply invested in trying to build scalable content models for our clients. We see publishers as a big part of where brands want to send their content and the more the publishers can build pipes like the platforms, the closer we can come to seeing publishers thrive like the platforms have.
Late last month, Percolate’s Speakeasy community hosted our second annual celebration of Community Manager Appreciation Day. Thanks to everyone who came by, and if you weren’t able to make it, check out photos from the event on our Facebook page.
Over the last year, we’ve hosted a series of Speakeasy events, ranging from meetups to happy hours to panel discussions on social media marketing. Not only have we been able to bring together a great mix of community managers from various industries, we have been able to create a resource for the community where CMs can share ideas, network, and learn from each other.
But why did Percolate create Speakeasy?
Speakeasy was designed to build a community for our users – a resource for community managers across the industry. Noah wrote about the importance of building communities on this blog earlier, and one of his points stands out with Speakeasy – communities make connections.
Community managers in particular are in a strong place to make connections. By nature, they’re on the front lines of the marketing organization, and are primed for more senior roles within the organization – moving from the CM to the CMO. By building a community for CMs, we hope to help people build relationships across the industry and develop their careers.
Additionally, a platform technology company can only scale with a strong user base of developers, testing our platform and providing their feedback for future products. At Percolate, community managers are like our developers. We want to design the best experience possible, and the feedback we get from our users is extremely helpful.
This year, it is Percolate’s goal to build the biggest community for community managers. If you are a community manager and are reading this post, please join us at any of the events we host each month.
We look forward to more Speakeasy events this year, including our next event during Social Media Week. Follow us on Facebook, Twitter, Instagram, or ask a request to join our group on LinkedIn to stay updated on our latest news and events.
You may have heard about the release our new image editor. We put a lot of development into this feature and today we’re pleased to release some of the underlying source code to the public.
The Percolate image editor (codenamed “Predator”), allows Percolate users to manipulate images in the browser by applying custom text, graphics and filters. Predator consists of a client for previewing changes in the browser and a node.js service for editing full-resolution images in the background.
Install Carapace via npm:
npm install carapace
Get the source and read the documentation at http://ift.tt/1ghEM8u.
Neue let’s you load fonts in a web page dynamically and invokes a callback when the fonts have been rendered. It has a super simple API and can be used with any font provider that serves CSS with
@font-facedeclarations (e.g. Google Fonts, Typekit or roll your own).
Install Neue with npm:
npm install neue
Get the source and read the documentation at http://ift.tt/1ghEOxa.
FVD is a handy little spec for unambiguously describing the
@font-face properties of web fonts. Originally developed by Typekit and Google, it provides simple description of a web font, e.g.
i7 corresponds to
Install FVD via npm:
$ npm install fvd
Get the source and read the documentation at http://ift.tt/1ghEMoZ.
Creating real-time content at live events just got easier. The latest version of our Percolate Photographer mobile app lets event marketing teams capture visual content and secure image rights in a matter of minutes (or less). Photographer is the only end-to-end mobile solution for branded photography, making it a powerful content creation and digital asset governance tool for events, conferences, retail locations and offices.
How fast can you take a photo, get a media release and sync it with your brand’s media library for use on social ? Just see for yourself:
The latest version of iOS Photographer provides:
1) A streamlined, end-to-end process for creating branded imagery with built-in media release workflow
2) Age verification
3) Signature capture
4) The ability to sync images to your brand’s global media library in seconds for instant use on all content channels
5) Photo tags and metadata to organize images by specific events, campaigns or brand themes
Many of our clients like Braun have already used Photographer to collaborate across event and social marketing teams, capture live events and create on-brand content in real time. To learn more about how Percolate Photographer is helping some of the world’s leading brands capture and share their best moments, get in touch.