Facebook: The Currency of Like

I like a lot of things in this world. Good food, great friends, funny pictures of cats on the Internet...

As the Facebook Product Marketing Team introduces their omnipresent "like us" feature I can't help but wonder if their effort to bolster the semantic web is self defeating.

I'll make this quick, so bear with me.

If everything from presentations to individual images can be "liked" on Facebook, how long will it be before our feeds are polluted with unimportant likes? How long will it be until advertisers to find ways to require "liking" of something in return for value?

Semantics isn't all it's cracked up to be...

The problem is that "liking" something, in it's current form, has little or no value associated with it. When a product or service is recommended by word of mouth, a tangible reason is always attached. I recommend (like) my bank, ING Direct, because I can pick up the phone and talk to a real person with little or no hold time. I like Southwest Airlines because they don't charge me to check my bags. So how does Facebook create meaning where there is none?

The currency of "like"

At some point in the near future, I can see Facebook placing a cap on the quantity of things it's users can "like" in a given period. This is necessary to build meaning into an otherwise cacophonous menagerie of content. The next logical step in a for-profit company (we often forget Facebook's primary mission is to make money) will be to allow users to purchase more "liking" ability if they run out. Once this happens we enter a free market system where "likes" can be bought, sold, and traded.

Toss mobility into the mix, and before you know it you'll be paying your dry cleaning bill, gym membership and bar tab in "likes". Let the madness begin.

UPDATE: Check out www.likebutton.me for a conglomeration of all your friends' "likes" categorized and grouped for your consumption. Most of mine weren't of interest, supporting the idea that the semantic web isn't so semantic yet...

Nick Kinports (@ADMAVEN) has worked in the interactive technology world for over 9 years, and helps the Fortune 100 identify unmet consumer needs, create ideas to fill those needs, and bring them into market. He currently works at Maddock Douglas.

AdMob Releases Updated Mobile Metrics Report: Android Leads iPhone

Looks like the Android platform is starting to mature and diversify as ad requests shoot past iPhone in the United States (iPod Touch not included).

Download a PDF of AdMob's March 2010 Mobile Metrics Report for the full story, then sound off...

Do you think Android will continue to lead ad requests for the US market as Apple's new iPhone 4G and iAd hit this Summer?

Nick Kinports (@ADMAVEN) has worked in the interactive world for over 9 years, and helps the Fortune 100 identify unmet consumer needs, create ideas to fill those needs, and bring them into market. He currently works at Maddock Douglas.

Steve Jobs Advice to Nike CEO: Get Rid of the Crappy Stuff

Fast Company offers a short video featuring the Nike president and CEO Mark Parker reminiscing about a special call from Steve Jobs shortly after Parker took up his new post.

It's advice that's intimately related to advertising. If you aren't studying (or acknowledging) the right customer insights you run the risk of creating a product, service, or business model that no amount of advertising will fix.

Nick Kinports (@ADMAVEN) has worked in the interactive world for over 9 years, and helps the Fortune 100 identify unmet consumer needs, create ideas to fill those needs, and bring them into market. He currently works at Maddock Douglas.

Iron Man 2 Digital Campaign Just Works

I've been known to be somewhat cynical when it comes to flashy digital campaigns. Most companies just can't get it right. I was impressed with the last several weeks of Iron Man 2 digital promotions, and thought I would share.

Up first, a nice interactive trailer. Oft criticized for being bulky and offering little added value, this Flash promo plays the full trailer while picking bits out for further exploration. A nice build on the stale movie trailer experience.



Next, a quick look at the Stark Expo 2010 website. Though grumblings about vapid content can be found on Twitter, I believe the experience is both immersive and clever. The site was also integrated with offline experiences such as "recruiters" from Stark Industries handing out business cards at key locations leading up to the go-live date.

Note advertisers' content within the microsite - I wonder if these placements were sold as online spots to pay for the project? In the context of the expo I don't find it too intrusive, and let's not forget the cool (and totally fake) links to various "vendors" at the faux expo.

What do you think? A good overall campaign or a waste of marketing dollars?

Nick Kinports (@ADMAVEN) has worked in the interactive world for over 9 years, and helps the Fortune 100 identify unmet consumer needs, create ideas to fill those needs, and bring them into market. He currently works at Maddock Douglas.

Apple Pushes Adobe to the Brink

It's clear that developers everywhere are upset at Apple for their recent policy changes towards cross-compilers. What was less clear, until today, is how Adobe would respond.

A few days ago I pronounced imminent litigation.

Today we learn that Adobe will shift it's focus to Andriod based devices starting... Now.

The hazy part of the story - and the real question for developers (Adobe) - is how consumer demand and client wallets will respond to Adobe's position.

With the upcoming Droid Incredible going head to head with the iPhone 4G, I predict client demand for iPhone apps to increase exponentially.

Not to mention the iAd platform may kick off a new era of media spending from clients big and small. And did I mention that Apple is kicking out all other ad networks from iPhone? It looks like Cupertino is going to make sure that content on the iPhone stays locked down.

Does a rising smartphone tide raise all ships? Will developers be forced to play nice with Apple in exchange for staying in business, or will Andriod-based platforms stimulate enough user - and as a result client - demand to keep the market competitive? One thing is certain - it's an exciting time to be in interactive advertising.

Nick Kinports (@ADMAVEN) has worked in the interactive world for over 9 years, and helps the Fortune 100 identify unmet consumer needs, create ideas to fill those needs, and bring them into market. He currently works at Maddock Douglas.

Nostalgia Advertising Wins the Hearts and Minds of Millennials

Why do Millennials have an inherent disdain for advertising delivered through traditional media (television commercials, print advertising, product placement in film, etc...)? As digital advertising struggles to standardize and find new ways to annoy us, I've noticed a trend towards nostalgia that seems to open Millennials' wallets faster than Apple stores on release day.

Verizon's Big Red campaign channels the familiar chewing gum jingle for cheap laughs and big bucks.

It may simply be that the only advertising Millennials respond to is from the time when there was no internet or Tivo; the glory days when advertisers could literally sear a message into impressionable brains by simply running ads over and over again (things aren't so simple anymore).

The eyes are clearly on the content - do you Millennials out there feel particularly drawn to advertisers who have jumped on the nostalgia bandwagon (either by running their own nostalgia based ads or advertising on nostalgia based sites)?

Nick Kinports (@ADMAVEN) has worked in the interactive world for over 9 years, and helps the Fortune 100 identify unmet consumer needs, create ideas to fill those needs, and bring them into market. He currently works at Maddock Douglas.

Adobe Sues Apple, Claims Unfair Business Practices

Alright - you got me - no one has filed a lawsuit yet. I say yet because this one is so obvious I can see it coming a mile away. Adobe is scared - and it should be - with iPhone browser share soaking up over 60% of the mobile market in the United States and the iPad generating huge sales figures Flash technology is at a tipping point. You can't get much better than 99% adoption, and we all know in the tech industry there's only one way to go.

Adobe's primary concern is preservation of market share, especially since they paid a hefty 3.4 Billion for Macromedia (stock swap though it may have been). Adobe must realize that Flash will eventually be replaced - now it's a question of how quickly.



I'm going to say something that a lot of advertising people (interactive folks especially) don't like to hear. Flash needs to go away. It's had a long and glorious run, but it's about over in my opinion. The endless custom video players, interactive ads that don't really do anything useful or interesting, and overly-creative websites are old. Since 2009 the web has really been about information; getting to it quickly, on any platform, and engaging in an experiences with others. Flash isn't necessary for any of this. Gaming is probably the best contender, but other options are quickly making Flash games inconvenient and expensive to produce and maintain.

What do you think? Is Apple on the money with their decision to move away from Flash, or are they making a critical mistake? How do you feel - as a designer, programmer, or interactive project manager - about having to get on the grind to learn the next big thing?

One thing is for certain, Adobe isn't going to go quietly into the night...

Nick Kinports (@ADMAVEN) has worked in the interactive world for over 9 years, and helps the Fortune 100 identify unmet consumer needs, create ideas to fill those needs, and bring them into market. He currently works at Maddock Douglas.

Twitter Unleashes Promoted Tweets Ad Platform

We certainly aren't first to break the story, but we think we deserve marks for thorough and accurate delivery.

Twitter has revealed their plans to slowly roll out advertising - first on their owned properties, then to third party platforms.

The question is how effective will the ads be in breathing fiduciary life into a non-monetized platform without jeopardizing the user experience. We like to call that trust. When a user no longer trusts a social platform, he or she will quickly move on. Don't believe us? One word: MySpace (*shudder*).

Our opinion is that the onus in now on the wizard behind the curtain at Twitter to protect the integrity of the service. Let's hope the nice folks at Twitter vet ads for content and substance, and only serve ads that equate to value for the target. 0.02% click-through copy ain't gonna cut it my friends.

So let's see what some of the majors had to say about Twitter's new ad platform...

The WallStreetJournal has a lengthy article and a feature video about the changes, but doesn't do much other than regurgitate the announcement.

The Huffington Post has an amusing array of user responses to the news that Twitter, like most things in the world, needs oxygen to survive. Beautiful green oxygen.

Mashable, the social media new juggernaut, and our old friend Ben Parr have a first-hand look at the launch of Promoted Tweets.

Finally our old standby AdvertisingAge channels Josh Bernoff to make a case for why you should advertise on Twitter.

Looks like we can expect a full roll-out with advertisers like Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, and Virgin America very soon. From what we've seen so far this is a platform like most others. It's going to be up to Twitter and it's partners to make sure things stay above board. Rest assured we will all be watching...

Follow us on Twitter!

Tiger Woods' New Nike Ad Confuses, Makes Us Feel Sad

Tiger Woods' new Nike advertisement featuring the voice of his deceased father, Earl Woods, has a lot of people confused, and a few upset. What are your thoughts?