Tour de France and mobile

I can get pretty worked up about digital and mobile. And about cycling too!  So when we get on to talking about ‘Tour de France’ mobile apps I’m there with bells on.

THE PELOTON CLIMBS THE COL DU GALIBIER ON STAGE SEVENTEEN OF THE 2008 TOUR DE FRANCE
THE PELOTON CLIMBS THE COL DU GALIBIER ON STAGE SEVENTEEN OF THE 2008 TOUR DE FRANCE

Below is a response I wrote in August 2011 basically bemoaning that year’s TdF app, highlighting that it simply repurposed desktop content into an app albeit it in a half decent way.  By all means read it but to sum up I wanted to suggest how I thought the app could and should be better by understanding what it really means to be ‘mobile’.  I came up with an idea of driving users into bike shops with some idea of a simple partnership business model allowing everyone to win – the stores, the consumer and the main brand sponsor.  My idea and the model are not really important – it was just an off the top of my head suggestion.  My main point was one that could be summed up (in the quite catchy phrase I hope you’ll agree) as the difference between ‘merely mobile and truly mobile’.

 We’re all pretty tired of seeing those stats slides rolled out as part of countless presentations around the world detailing the numbers of mobile users there are now and the percentage of web traffic that runs over small screens.  (At least I think we’ve now had ‘The Year of Mobile’ haven’t we?)

Getting serious about mobile means grasping the difference I coined above – understanding what transforms something from merely mobile to truly mobile.

To do this we must consider the following:

Context – how and when is the user using the mobile app / site?  What unique or persistent needs might they have at that point?  What can / should the app deliver for the best possible contextualized experience?

Location – perhaps the most obvious but not necessarily most important aspect of the above.  We must ask ourselves what does ‘where they are’ offer us in terms of being ultra relevant.

Cutting the crap – ask yourselves, ‘what information and stuff could the user do without at this point?’ – your brand’s board members might be half interesting to a few people but save it for the desktop site (probably).

Utility – how can we move from information and content to something that really provides usefulness.  What would be ‘great’ for the user right there at that moment?

Responsive design is now almost a hygiene factor although you wouldn’t necessarily know that from looking at some sites.  And it’s important – don’t get me wrong but I think focusing on it can be a hindrance.  It, almost by definition, gets people in the mindset of taking all of what’s there and making it accessible via a small screen.  A might better approach might be starting from scratch and staring from the bullet points above:  Where are they?  What are they doing?  What would they want to know right now and how can we make something useful?

 As I mentioned above the reply (below) was written three and a half years ago and despite all those stats slides and mobile’s importance being drummed into us I don’t see that much truly mobile stuff as opposed to simply being merely mobile.

 

Original reply:

I had the Tour de France app running on my iPhone in July. And I have used the live timing screen on the Formula One website for some years now. My question is: are these apps that we have now really mobile? That’s not meant to sound as stupid as it might do! Of course they are mobile. In one sense at least. And great apps they are too whilst, at the same time, being little more (in most cases) than existing content repurposed for mobile devices. The TDF app was, as I mentioned, great but did nothing over and above the ‘web’ content other than make it available on a small screen and handy when a laptop or desktop was not to hand. And it was sponsored by Skoda wasn’t it? – an ad campaign totally lost on me.

 Isn’t the really power of mobile – the time when apps become truly mobile – when they know where you are and what you are doing? Isn’t this when mobile advertising tips into something truly game changing and disruptive?

Imagine that Tour de France app. Instead of just having a Skoda screen on startup (the same screen for everyone everywhere in the world regardless of age, location, interests etc) what if it alerted me to a cool bike shop as I walked by telling me about some great offer on a bike and that they were showing Le Tour on TV? In other words the app contextualised my interest and my location and gave me something useful and potentially really relevant and engaging. So, instead of a one off fee with Skoda (let’s ignore the broader advertising deal for now) the app developers had invited hundreds of thousands of bike shops all over the world to partner with them in handing over 5 bucks for every punter they drove into a store brandishing a code that got them 10% off stuff. Isn’t this the sort of thing that will be the future?

This feel likes the future of mobile advertising. When apps become truly mobile in their ability to understand and contextualise people’s situations and behaviour. The difference, if you like, between a truly mobile app and an app that is merely mobile.

Why having everything on Spotify sucks

collectionsThe other day I was hiking with a very good friend of mine. An industrial designer by training and someone who’s fascinated by new technology and its implications, I was keen to understand what he now used to listen to music – another passion of his.

His answer was brusque and bordering on defensive – CDs. And he still buys them. I told him that I hadn’t bought a CD for years and was right into Spotify. “I can understand that”, he said, “but I’m still doing the CD thing.”

Why would anyone still be buying CDs? The same could be said for DVDs in some segments of society and perhaps even books?

There are a number of subtle reasons why some are not embracing the likes of Spotify and Netflix:

Curation: Let’s get that one out of the way to start with. It’s a word I know a lot of people don’t like but it still makes sense. I had a girlfriend years ago whose brother had a huge record collection in a separate room of the house. He was the coolest guy on the planet as far as I was concerned. He’d built that up over the years, perhaps even stolen a few of the records and certainly gone without other things in his life. And there it was – a physical manifestation – a collection defined, earned and realized by him.

I probably have access to all of that music via my Spotify account, right? Millions of others do too. I earned that right with a small monthly subscription. There’s nothing of me in it – no stories, no effort, no sacrifice and nothing defining me in my vast collection.

recordrack-discocolumbiarecords

Ceremony: When I lived with a friend back in the UK we used to listen to music in the evening – listen to vinyl records. And, like many others, we used to cue music up. This was done by someone sitting on the floor next to the line of albums that were stacked on their ends on the floor and going through them one by one until we collectively identified another track on we wanted to listen to. This album was then lifted up and left poking above the rest as we continued looking for the next track.

What was going on with activity? Well it was a shared experience – a specific ceremony around choosing and listening to music. Although not quite the same with CDs, something similar exists and you can point your dinner guest over to the CD rack, for example, and ask them to choose some music to put on.

Readers-007Status: Closely related to the above but perhaps more specifically about books is the idea of our displaying our tastes – something that was (and still is) manifested in our reading books in public typically on public transport. I know several people who happily admit that they miss this aspect of the behavior when holding up a faceless and ‘coverless’ kindle or phone.

 

In ‘digitizing’ services and media distribution we’d do well to not lose track of some of the emotional drivers and peripheral activities that give and have given so much meaning and to people.

Doing digital must not simply be about efficiency of distribution and availability and giving everything to everyone.

It must also be about struggle, about self and about it somehow being a manifestation of ourselves for others to see. There’s something too easy about having access to everything on Spotify – the effort to build something – the struggle – is missing.

Social Media – too much media, not enough Social

First published July 2013 Singapore

On my Facebook feed the other day I saw a comment from someone which read, ‘Social Media – too much media, not enough Social’.

thumbs-downIt triggered some thoughts I’ve been having recently about the evolution of this whole ‘Social Media/ Social Marketing’ space.  Now, I’ve been around a while – to give you a clue I remember quite distinctly the first time someone used the word ‘internet’ with me.

So it doesn’t feel that long ago that I heard the first mutterings around Social Media.   I remember too the advertising industry’s desperate attempts to dismiss it and try and protect their own back yard. Unfortunately I also lived through the times when we had Social Media ‘experts’ and ‘gurus’ – a few of whom I think are still around in various guises.  You may know one or two.

I think the notion of expert and guru grew out of the perceived fluffiness of the space – a sentiment very prevalent in the early days.  Some people were keen to elevate themselves above all the talk of consumer engagement and consumer dialogue and inject some veneer of science or method into that fluffy new world.  Calling themselves ‘expert’ was their way of trying to get some visibility – some credibility.

The newly self-appointed experts and gurus for a while got away with things hiding behind perceived knowledge that, in some cases, didn’t extend much beyond being able to talk confidently about what a Twitter ‘re-tweet’ was.  Numbers were part of the game then but only in the sense that more was better.  This party was brought to a premature end when pesky people started to ask them if they could generate ROI and, even more scarily, if they could measure it.

Since then I’ve seen things evolve considerably with agencies proposing very detailed ROI models and even linking these models to things like those awfuly boring business things like revenue and profit.  My oh my!, how far we’ve come and in such a short time.

But we should be mindful that we are all still basking in the infancy of something the shape of which in ten years’ time few of us can possibly imagine let alone be even remotely confident of guessing.

And I do wonder if, in our current phase of talking numbers and returns, we’re perhaps forgetting some of those important fluffy roots.  I recently heard a very successful CEO, whose current business is heavily integrated with Facebook, dismissing tweets from people who talk about what they had for breakfast.  “I don’t have time for those people who take pictures of their lunch and tweet things like, “I just got out of bed’” he said disparagingly.  Those were not his exact words but I think I’ve pretty much nailed the sentiment.

Hang on though – isn’t it exactly the fact that people want to share things like that that means social media platforms exist?  Whilst most of us might be a lot less banal we’re all coming essentially from the same place.  It’s about being recognized for who we are.  In dismissing the ‘what I had for lunch’ tweets, I distinctly remember that same CEO saying that he used Twitter as a way to curate his news intake.

To me the fact that someone is sharing his or her lunch with their friends is far more interesting – far more social and truly indicative of what drives Social Media than the person who simply subscribes to feeds to get their news.  (I’m talking about the behavior of course and not the actual details of the lunch being the interesting thing!)

We have now moved from our obsession with the fluffy world of dialogue and engagement and “It’s a 2-way medium, you know” to a position that I think is an overreaction and over compensation to that fluffiness. There is a worrying tendency now towards too much focus on all the numbers and a danger to look at Social Media, indeed the whole social space, as just another aspect of marketing that can be subject to the kind of rigor and reporting that other business activities.

With the new obsession around click streams and the various Digital Engagement measuring algorithms we must not forget the roots and foundations to which all social media platforms owe their popularity.

It is precisely because people want to tell other people what they had for lunch that Social Media is what it is.  Whilst measuring the success of our initiatives and those that we do on behalf of our clients is very important we must be mindful that those numbers that mean we’re able to report success and show nice graphs on presentation decks only happen because of those fluffy sentiments that have existed long before anyone said ‘internet’ let alone ‘re-tweet’.

When you’re gleefully reporting on a fan uptake of X or a TAT (Talking about This) figure of Y don’t forget that however much you might be excited about your ROI the reason you have your ROI is because people wanted to share, to be recognized or to further define their virtual selves.

These fluffy things have been true for millennia and don’t look like they’re disappearing anytime soon.  So, in planning your next digital engagement do think about what the client’s business objectives are and thy they’re probably interested in something to do with money rather than ‘view’s or ‘like’s.

But most importantly think about those people you’re hoping to engage.  They’re not interested in your client’s business objectives.  They don’t even see themselves as video ‘viewers’ or page ‘likers’.  They do, however, sometimes like to share the most banal of things.  They like to laugh and smile too.  You need to understand all this and suck it up.

I’d like to conclude by letting you all know that I had rice, some vegetables and sweet and sour pork.

 

 

Thank you for pressing “send’!

Today I applied for a job online. After hitting the submit button I got the following email from the company:

Thank you for pressing “send’! We just wanted to confirm that we have received your application.

We know there are a lot of awesome companies out there, but we think we are pretty special and we are glad you do too. You put time and effort into applying, so our recruiting team will make sure we give your application the attention it deserves.

If you have questions, please check out our FAQ:

https://www.xxxx.com/jobs/questions

Someone will be in touch if your qualifications match our needs for the xxxx, Singapore role. If you are not selected for this position, keep an eye on our jobs page – we are growing rapidly, and adding openings all the time.

Meanwhile, here are some links so you can check us out and learn more about the company, if you haven’t already:

blog.xxxx.com

http://www.linkedin.com/company/xxxx

I thought it was an extremely simple but very powerful thing. Just an auto-responder right? Yeah, but with a few well-chosen words a simple process was turned into a nice experience.

It reminded me of another simple experience I had in the gym a couple of years ago. The gym I used to go to was not even close to my last permanent workplace but the staff were delightful and being greeted by smiles is always a great start to my session.

After my workout the manager spoke with me.  “Hi, Carl”, he said, “how are you doing? And great to see you back after your trip – New York wasn’t it?”

“Actually, it was California and Nevada, but thanks for asking, and how do you know my name?” I replied.

“I always make a point of looking at the names of those who visit the gym” he said, “and I like to find out a bit about them.”

His name is Ernest and he is man who, for me, stands out because of the simple steps he took to interact with me – one of his customers.  He took a few seconds to find out my name and a quick bit of information about me so that he could address me directly and engage briefly in some relevant and timely conversation.

And as all the brands I interact with struggle with emerging technologies and their implications and what to do with me as a Facebook fan or a Twitter follower, here’s a little reminder from one of your customers: some simple and basic things like knowing a little about your customer and making them feel just that little bit important by engaging in some relevant and timely dialogue goes a long way towards building affinity and getting me to love you a little bit more.

The online space provides more and more of these possibilities every day for brands to interact with their customers. And whilst potentially being swallowed up with technology driven innovation we shouldn’t forget that it is theses little emotional triggers that can often be the simplest and cheapest reason why I might choose one brand or another or one gym over another.

Or why, after this morning, I might now feel even more like I’d like to work for you.

And before you think, ‘what’s he talking about? – What’s one insignificant albeit nice email got to do with things? Think about this: I showed my COO the email I’d received after my application and he guessed the company straight away with his first guess – how’s that for branding? – Someone recognising the awesomeness in the way you speak with people. You’d have some of that, right?

Anyone else care for a guess?

For more reading on how important it can be to make people smile in an email see what Derek Sivers has to say on it:

 

alex.is: How I lost my iPhone on 30th December 2011

Dropped my iPhone recently in a cab and found out how difficult it is to search for information on the go. It was the 2nd last day of 2011, and we were in a premier taxi when we decided to alight at cineleisure in a hurry because the traffic was so jammed. Paid, and got out of cab, only to realize I dropped the phone on the taxi's floor (because my sister checked the seat when she got out). I patted my shorts, checked my bag for the phone, and meanwhile the taxi got further and further away. Called premier taxi, and my phone which rang (but it was at vol 1) and tried chasing the cab down (too late). Premier taxi service said they would page their drivers after getting all the necessary details – but I have no cab number, nor do they have gps tracking on their taxis so even if I know where my phone was at they can't contact the driver. It was then that I realized I've the "Find my iPhone" service in my phone so after a good 15 minutes of initial flustering figuring out how to access that service – I need to go to www.icloud.com or install the Find my iPhone app on another iPhone, enter your apple ID and password, I realized that the phone was tracked to Dorset Road.. and I quickly managed to remote lock the phone with a passcode. After that I decided to send a message that will play along a sound at full volume – on hindsight perhaps that's what alerted the passenger to the phone and to steal it. The message included my sister's phone number asking for the person to contact the owner of the phone, and it got sent as well.

via takeko.blogspot.com

An Unusual (and most welcome) Twitter Experience with @pennjillette


 

I’ve been using Twitter for a long time.  Like most new things and stuff in the tech arena I was an early adopter.

I remember the days when Stephen Fry was the most followed person with hundreds of thousands of followers – a poultry number now of course.

Being fascinated with current atheist thinking I ended up watching a video the other day of Penn Jillettebeing interviewed by Piers Morgan.  I’ve known of Mr. Jillette for some time and even saw him perform with Mr. Teller in Las Vegas in 2001 (or so). 

So a couple of days ago I started following him on Twitter and noticed how his stream contained lots of mentions – i.e. he was directing a lot of his tweets as answers to folks.  So this morning I acknowledged this of him and, guess what? I got a reply within 2 minutes from him thanking me!

In a twitter world that has changed a lot from a few years ago it’s quite special to see that there are some ‘celebs’ out there who are still approaching it (despite huge numbers of followers and, no doubt, questions, comments and queries) with an intimacy and humility that bears some resemblance to the dreams and visions of those who first created it … 

Thank you Mr. Jillette – or maybe ‘Penn’ now as we’ve spoken? 

 

Thank you #DHL

Every now and again I am reminded of what technology allows us to do – what it puts at our finger tips.

I’m quite old now – but not that old – and I remember when being able to see this kind of thing in an instant would have been the stuff of (rather bizarre) dreams!

It’s quite right and proper to take some things for granted. But every now and then I like to stop and marvel at some of those, now, everyday things and just think – “Wow!”