I confess, there are plenty of things that make Twitter's six second video service, Vine seem to be utterly dismissible.
But that just may be its paradoxical strength, after all...
Digital tools now reach across companies (from sales to support) and across the entire customer experience. This span is making running digital channels as silos increasingly costly and difficult to scale.
Organizations that seek to rationalize operations, use data effectively, and personalize smart experiences for clients need alignment around a digital experience plan.
This is the first of a series of posts on why digital experience planning has become a strategic priority of a growing tribe of digital leaders.
Twitter's purchase of social television analytics firm Bluefin Labs, its largest purchase to date, reveals both its interest in connecting the viewers of media, and in gaining some of the revenue currently headed to television advertising.
Though its business model may have seemed quixotic in its early days, Twitter is building a potential case as the network able to reach people based on their most immediate interests.
A quick look at revenue growth over three years shows that companies loved by their clients grew more than twice as fast as Super Bowl advertisers.
The NFL has built one of the smartest businesses in broadcasting. In an otherwise fractured media landscape, its weekly games routinely top viewership ratings. CBS, NBC and Fox all carry its games – showing meaningful brands are more influential than the undifferentiated reach of networks.
But it’s the Super Bowl that is the NFL’s finale. In 1967, a thirty second ad in Super Bowl I sold for $40,000; today that same spot costs $3.7 million.
Forbes points out that this growth record beats the S&P 500 (10.3% to 6.3%), and that it has been more consistent than the rise of stock prices over the same period.
Call it delight, caring, innovation or service, some companies set themselves apart by earning the durable preference of their customers.
If your view is that "life is too short for standard results" then here is what I've learned from business leaders who know how to earn the involvement and loyalty of great customers.
These loved firms grow faster, maintain stronger margins, and navigate downturns better than those firms with customer relationships based on toleration and transaction. And, it turns out, there are patterns to how companies become loved.
A few weeks ago there was a huge buzz about my neighbor and social media hero, Amanda Palmer, raising over a million dollars from fans to promote her new album.
If you're a relationship marketer, can you imagine a greater accomplishment than fans who will bankroll an enterprise they believe in?
A recent Ad Age article proclaimed that freelancers are a happy and well paid lot, and that they're a hot new trend on Madison Avenue.
However, when you scratch the surface of their research, it's clear that permanent freelancing brings as much instability to agencies as those stepping-up for extended temporary work.
A reality that's easy for employed agency execs, and writers, to overlook.
The third and final part of our series on Pinterest brings us to the making-money part of the story.
After all, that's what separates a “cool feature” from a business. And by Pinterest's own admission, they're still figuring out their business model. And a sceptical as I am by nature, my response is "so what?"
Twitter looks like a viable social media titan, but does anyone think they've cracked the code on their revenue model? And with just over 20 staff, and 10 million users - with brands now running campaigns on Pinterest, there's a difference between "not having" a model, and waiting to select the right business model.
The problem is that "sharing whatever you like" and copyright infringement are, well, sort of the same thing. Especially as Pinterest encourages people to use "nice big versions" of what they find, and to "share from more than one source".
I've already started a pin board to track the legal issues ahead for Pinterest. But thanks to the terms, using Pinterest could end-up landing me in court for doing so. And that has a few smart users backing off from this hot new social network.
Pinterest's potential isn't an all-or-nothing proposition. But if you're a digital manager, you need a clear point of view on this for those you advise.
Yes, there's hype, but Pinterest is the front edge of at least two important digital marketing trends.
This is the first in a series of three posts taking a strategic view of what's shaping-up to be 2012's breakthrough new social network.