Age of Context: An Evening With Robert Scoble and Shel Israel
This week Robert Scoble and Shel Israel stopped over in London to discuss with a Chartered institute of Public Relations audience their latest book, ‘The Age Of Context’.on the way to the 2013 Web Summit in Dublin. They were on their way to Dublin for the 2013 Web Summit where they shared insight on how social media, big data and sensors are reshaping business
Google reader has become an essential tool for journalists, PRs and those in communications roles in business and the public sector. It has allowed users to subscribe to websites and content that used RSS web feed formats.
In the past five years, Reader has been adopted by a wide group of people, especially journalists and those working in communications roles in business or the public sectors.
Journalists have been using Google Reader to aggregate RSS links. It has enabled them to be alerted when an organisation in a sector they cover updates their website. Reader has also allowed them to monitor independent bloggers that could be first with insight and so be valuable independent commentators. And while we have taken to Twitter and other social networks, RSS feeds today still enable us to get the content, from the coal face, and without the noise.
Visiting Professor at London’s City University’s School of Journalism Professor Paul Bradshaw (@PaulBradshaw) is a fan of RSS feeds, having taught students about the value of feeds in his Online Journalism Courses.
Even for PRs, Google Reader has become an essential tool for monitoring content online. And the fact that Google Reader is cloud based is another reason why those working in-house or agency-side have it as a default tool on their desktop, mobile and tablet.
The fact is that while Google has killed Reader, it has not killed RSS feeds. And while a campaign has been started that asks Google to save Reader, it is unlikely to change the search giants decision.
If you are scratching you head and wandering what to do, then for the time being you need not panic. Google has given us three and a half months until 1st July to export our feeds and find an alternative service.
Writing in Social Times Cameron Scott (@ConcertoMates) reports, ‘A former Google Reader product manager offered a different, but complementary, analysis on Quora. Brian Shih argues that Google repeatedly endeavored to pull technical staff from Reader and reassign the staffers to social products.
Shih’s account suggests that Google saw Reader as competition for Google+. The company may want its users to rely on Google+ to get more Web content in one place.’
Everybody loves a start-up. They are new, agile and the so-called ‘gurus’ like to describe them disruptive. The problem though is that many often lack basic business experience – common sense leads many to be here today and gone tomorrow.
Enter Instagram, which was founded by Kevin Systrom and Mike Krieger in October 2010. Instagram was one of the first photo sharing and social networking services that enabled users to ‘take a picture, apply a digital filter to it, and share it on a variety of social networking services, including its own.’
Instagram was a runaway success. Within it’s first year the application had over 5 million users, a figure that grew to 30 million by April 2012 when Facebook approach the company and bought it for a cool $1 billion. Today, Instagram has 100 million registered users.
Facebook though isn’t going to buy such a company without thinking of how to monitise it.
Which is why on 5th December this year Kevin Systrom announced at Le Web that Instagram was going to block Twitter from displaying photos as Twitter Cards. This announcement didn’t go down that well with users who shared their photo’s on Twitter.
The removing of Instragram from Twitter cards was nothing in comparison to the announcement on 18th December that the company was changing its terms and conditions. Under the new policy, the company would have the rights to sell users’ photos to advertisers without “compensation or notification.”
What is stranger is that given that this was not the first time that a photo sharing site had both been caught trying to claim copyright over users content, it was odd for Systrom to blame ‘confusing language.’
Twitpic founder Noah Everett apologised on the site’s blog for the “lack of clarity” in the language used. Photo sharing network Plixi was also caught in a similar situation when entered into a deal with World Entertainment News.
Fact is that many photo-sharing sites have tried to monitise their business by trying to grab exclusive copyrights from users.
Big Data and Emerging Technologies were the two themes at this years FT Innovate 2012 conference. Speakers including Tesco’s CEO Phil Clarke, Accenture Management Consulting MD Aimie Chapple and Lady Gaga Manager Troy Carter gathered in London to debate the importance of innovation and the need to implement innovative cultures in corporate environments.
Tesco’s new CEO Phil Clarke kicked off by highlighting the importance that innovation had played in taking his supermarket from being “third biggest in the UK, to the second biggest in the world.” Clarke told the assembled audience that success today depends on innovation. And that innovation only succeeds when organisations have the right mindset. Moonfruit founder Wendy Tan reaffirmed this message later on when she said that, “innovation is also about innovating the organisation.”
Technology empowered the customer and client. We live in a connected society where, as Clarke said, “technology has made the customer more powerful than ever before.” This connectivity, especially through social media has given people the ability to ”make or destroy brands in minutes.”
Focusing on Big Data Clarke reminded us that Tesco itself has huge amounts of data on its customers. According to it’s own Annual Report, Tesco Clubcard has over 44 million active members around the world – 16 million accounts in the UK, 7 million Europe and over 20 million across Asia.
It is the data from it’s Clubcard loyalty scheme, which next year in 2013 be celebrating it’s 10th anniversary, that according to Clarke enables Tesco to “continually improve the customers shopping experience.”
But, as Minister for the Cabinet Office and Paymaster Francis Maude MP reminded us, “Data is the raw material of the digital age.” Its application has yet to be maximised in business processes. In fact, as I’ve argued many times data is useless unless you know what to do with it.
In PR and communications data can deliver insight an enhance engagement with stakeholders. It delivers knowledge and can prepare brands when an issue catches fire. Equally, it helps organisations to find their influencers. But as BAE Systems Liz O’Driscoll pointed out, there is a need to distil data into information. This will become a key skill for those in communications professions.
IDEO Founder Thom Thulme summed it all up when it came to data, ”Data is best organised around customer journey’s. It helps generate empathy with users.”
But what about the future? Philips Chief Design Officer and Vice President pushed told us a cold hard fact. That there will be “50 Billion connected devices by 2020, that’s more than 6X global population.” That establishes a requirement for real-time reaction from people, companies and brands. No longer we will be able to afford to be late in our communications.
And while we talk about data and social networks, we need to move away from thinking in numbers of fans on Facebook. Lady Gaga Manager Troy Carter hit the nail on the head when he described Facebook as a large, passive and diluted community. A platform that has not been designed for fans. And I would argue is not even designed for engagement. Or at least engagement in a format that pleases people.
The world has shrunk. People want to be treated as individuals. They want to interact in real-time. They want to be heard and rewarded now. They do not want a one-size fits all network.
Technology is as much about people as it is about processes. Some think that data and technology allows us to better exploit the consumer. This is wrong. Data and technology, together with professionals that understand people, will help businesses to better serve people.
Last year Google quietly began to support ‘authorship markup’, which the search engine giant described as ‘a way to connect authors with their content on the web’. Initially, the authorship markup was seen as exclusively benefiting journalists and bloggers. Google stated in it’s blog post that, ‘if an author at The New York Times has written dozens of articles, using this markup, the webmaster can connect these articles with a New York Times author page.’ But, what about the content that PR professionals write? What about the press releases, features, briefing documents, blog posts of industry influencers?
Public relations professionals are responsible for developing and writing content that pitches a story to specific communities and audiences. More often than not, this collateral is nameless and as such acts as background for respected writers in the public domain.
So, What Is Google Authorship Markup and Google Author Rank?
Reciprocal connections between high AuthorRank authors
The level of on-site engagement – comment’s, responses, etc
Third-party authority indicators – Facebook, Twitter, LinkedIn, Quora, presence on Wikipedia
A Google +1‘s of author’s content
Number of people in your Google Circles and proportion that score a high AuthorRank
When you put it all together you start to see the importance that AuthorRank delivers individuals with real world expertise – thought leaders.
Writing plenty of posts is no longer a way of getting up Google’s rankings. What you willneed is the support of a network of influencers to see and read your posts and give them a ‘+1’ endorsement.
How is Google Author Rank relevant to my brand or company?
Google Authorship Markup and AuthorRank are going to transform the way in which niche thought leaders and experts are found online. If it is your job to help build the reputation and authority of individual industry, political or academic individuals then you are going to need to know about how Google is changing the search game.
Reputations are built on authority. Those with increased authority command a higher share of voice in the communities that they are members of.
You have to remember that online there are many voices fighting for the attention of individuals that in a quick second make a decision based on the authority and credibility of those that they read.
Companies, organisations and individuals compete every day to stand out from the crowd. They do this by sharing knowledge, expertise and solutions.
Look within your own organisation and you will see individuals with specific insight. It doesn’t have to be expertise at a global level, it could just be at a local level and within a niche sector. Audiences are everywhere and it is by understanding how to best deliver your experts that you will meet the needs of your employer and audience.
Owning that authority online today is as important as owning it in offline media. This requires specific strategies that position spokespeople as leaders in their individual areas of authority.
Ok, so how do I help build authority online?
Firstly, continue to write good content. In fact, great content that demonstrates expertise and gets people to share it within their own circles and communities.
Asses the material that you currently write, such as press releases and features. Traditionally they are seen as ‘announcements’ written for the media. Move away from a stale style of writing towards an engaging style for your audience that better resounds with the community you are working to position your expert in.
Remember to attribute copy to experts within your business that you are trying to position as thought-leaders. It’s what newsrooms do, which is why you should.
Consider using brand ambassadors who have a presence online to guess blog.
As a PR, don’t let SEO’s, IT staff and web teams promote your content online. Learn their skills and keep remembering the strategy and bigger picture. Coding and SEO are a must-have skills for 21st Century PRs.
Oh, and you are going to need a new social network. There is no if’s or but’s, you need to link your content to a authored Google+ account. While Google remains the number one search engine, Google+ is going to become the must participate network for everybody who has expertise and wants to be seen online.
Google is changing business and communications. Authorship markup and AuthorRank is a huge opportunity for PR.
Will all this make a difference to search rankings?