The Power of Habit is a fascinating book, I highly recommend it. Understanding the mechanics and power behind habit is pretty powerful stuff.
The “cue” is the trigger for an action. If you were going start an exercise routine, for example, you might set your alarm for 6:30am. The alarm leads to the “routine”, which is the exercise. Then it gets interesting.
If you keep up the exercise for a couple of weeks you get a “reward”. You feel better, you look better in the mirror, people ask if you have lost weight. That is the reward, and the reward is what sends you back to the cue.
It seems unlikely that Mark Zuckerberg knew about the habit loop when he started Facebook, but the company certainly understands it now.
You check Facebook Insights, that is your Cue. Post, that is your Routine. See a red number on the Activity tab, Reward.
The News Feed algorithm becomes particularly interesting at this point. The bigger the red number the greater the reward, almost like a full workout as opposed to walking around the block. The better that feeling, the greater the desire to have more. You think, “I wonder why that post didn’t do as well as the one from the previous day?” Now, Mark has you by the throat.
“I need a fix, man! I NEED that dopamine. I’m addicted to the Like”
Cue. Routine. Reward. Habit loop.
Doing a quick Google Maps search today. That chomping sound inside the orange circle is Google eating our lunch. Fight back!
I made this (poor) graphic last year to describe what I saw as the “next thing”.
At the dawn of the public internet the broadcasting industry generally shrugged and watched from the sidelines. Slowly (first red triangle) the industry began to port TV material to the web, but as Terry Heaton and others accurately observed, “the web is not TV.”
Once there was critical mass (large numbers of people) broadcasters came running in at full speed and tried to catch up, or a least level the playing field (first green arrow).
Then “social” happened. Shrug. More and more people. Catch up. Lather, rinse, repeat.
We are just now starting to climb the next hill, which is going to be an effort to take back some of the losses to digital natives. One good example is pictures, and the chaos that surrounds ownership and permissions.
I saw this article from Marketing Land go by in my News Feed announcing Facebook Media. H/T to Sarah Hill for posting. If you dig into the Facebook marketing material the best practices are carefully crafted to explain how Facebook is helping your efforts…..while using Facebook, of course.
I’m excited. I’m always interested in what is over the next hill. We will see if we have given up too much. If you start up the hill first, you won’t have to dodge the rocks kicked loose by those ahead of you. (“Look out below!”)
I’ve seen the future the last couple of days.
On Friday I was very lucky to be invited to the Grand Opening of the Geek House. The new facility owned by the tech legends Cali Lewis and John P. at geekbeat.tv. Watching their live kick-off show from the new studio I was filled with the spirit of Tribes, the Seth Godin book we’ve talked a lot about. Cali and John were surrounded by friends, family, and, via the live chatroom, fans from all over the world. These two are living, dynamic, real-time proof that identifying a Tribe, and genuinely being a part of it, is why it is increasingly difficult to be a general, market wide broadcaster.
A few months ago I was doing some research on a market. I learned that there is a robust craft beer community in this particular city, and advised that this was one of several examples of Tribes that local TV could engage.
Yesterday, I read a worthwhile piece from the Neiman Journalism Lab. There is a link to a WCPO page in Cincinnati that proves why Scripps “gets it”. The page is: www.wcpo.com/beer. Yup. Beer.
Our good friend Seth Godin says, “Turns out people are interested in what they are interested in,” and technology is allowing them to “broadcast” on their own. One caution when approaching a Tribe. You can’t fake it. I don’t drink beer. If I had approached that Tribe, I’d be wearing a keg as a hat.
Back in the day business professors would ask students, “What does Kodak sell?” “Duh, film!” would be the first answer. “Cameras!” would be the next.
The actual answer was “memories”, and the concepts of “emotions” or “feelings” were implied as well. (Polaroid didn’t sell film either, by the way, they sold immediacy.)
“Kodak Moments” still seem to apply. Take a look at this image from Facebook marketing material.
The post on the left is said to have not done as well with Facebook reach. The suggested reasoning is that it looks like an ad, which we are increasingly being trained to ignore.
The image on the right is obviously a warm and fuzzy “memory” of a mother and daughter sharing a moment, oh, and look! They each have an OREO.
Facebook says the image on the right had much more engagement.
How much content does Facebook produce? How about Twitter? The answer, of course, is none.
YouTube. YouTube makes a ton of content, right? Nope, user generated.
There are two guaranteed winners these days. Platforms and aggregators. Platforms enable, aggregators filter.
Go here. Count the retweets.
You could spend the entire day generating your own content and not come close to the volume or quality of that produced by your audience. Yes, some of it might not be great, but they want to share it, and you are a platform and an aggregator.