DOUG SCHUMACHER

experience designer + writer

gaming

Creativing :: New storytelling on the iPhone, Google Chrome shows some personality, and the Xbox goes social

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What’s going on in new media marketing, pulled from social bookmarking site Creativing.com:

The PhoneBook – The future of interactive storytelling?

Perhaps iPhoneBook would be more accurate. A simple children’s story book concept for integrating the interactivity of an iPhone with a physical book. The big idea here is that one book could launch an endless stream of stories. I’d think every children’s book writer in the world has to be licking their chops at the potential around this.

Read news fast with Google Fast Flip

A common complaint about reading on the Web is that it isn’t the casual, perusal of flipping through a magazine or newspaper. This may not go quite that far, but the experience does have a more relaxed feel to it. Probably in part because it takes a web page and shrinks down all the little annoying data, so all you focus on are the big articles.

Advertising in Reverse

I completely agree with the foundational premise of this approach, that online shopping is a bad experience. Maybe not as bad as driving all over town, but still. Largely inefficient results for anything other than technology products and books. The idea here is a consumer RFP process, where people submit what they’re looking for, and a specified number of companies respond with products that meet your parameters. Clearly a system like this would have to be monitored for scammers and spammers. But I’ve heard discussed the idea of an ad network in which people are shown ads based on predetermined product categories they’ve stated interest in. This takes that to a more actionable stage.

Online gangs cashing in on swine flu

Fascinating, if not alarming. Sometimes technology actually changes society, and sometimes it just gives the same behaviors a new playing field.

VoiceQuilt Personalized Keepsake – Gifts With Voice Messages And Recorded Voice Memories

The production and presentation on this is pretty cheesy, but underneath all that dairy is a smart idea. A way of bridging people who are naturally savvy internet users (many people under 30) with someone in their life who probably isn’t (their grandparents). I know personally that, given the choice between doing a task online or offline, I’ll usually do it online. It’s simply an easier place for me to navigate at this point. And I think that’s the point here. People wanting to stay in touch with their grandparents could do something like this just because they CAN do it on the internet.

Taking Its Cue From Apple, TV Explores On-Screen Applications

Cable TV companies are looking at ways to integrate the Apple apps type environment into their set top boxes to enable apps downloaded and used on TV. This story underscores two issues. 1. There’s a lot of infighting in the cable industry, and it will likely take a lot of cooperation between TV companies, cable operators and online platforms to make this work. That’s a tall order. Furthermore, Apple has been doing this on a phone – a single owner device that people carry with them everywhere. Not the TV in the family living room. 2. There isn’t anyone in the cable industry with the vision or passion of Steve Jobs to pull this off.

Twitter and Facebook Launch on the Xbox 360

Interestingly, this came out the day after the above article. Everyone’s racing to own the living room. Xbox has already been enabling various social viewing and gaming experiences, including the new Netflix social viewing capabilities. But it’s only been social within the Xbox Live subscriber base. This blows it out considerably.

Statistics Show Social Media Is Bigger Than You Think

I saw the data presented here posted somewhere, but the video component adds a nice bit o’ drama. Some remarkable stats. e.g., 35% of the books sold on Amazon are for Kindle.

If you want a conversation, say something interesting

We’ve all met people who talk and talk and talk and never say anything remotely interesting. This is a great warning to companies engaged in social media not to become that person.

What is Google Chrome OS?

Google apparently learned quite a bit from their arduous Wave launch video. This one is fun, refreshing, and actually makes me want to go out and buy a Netbook.

What Twitter’s New Geolocation Makes Possible

A list of some great examples of how this could be applied. Anyone in marketing should read this.

Creativing :: ESPNs anti-social media policy, Facebook’s ad innovations, and change isn’t just for advertising anymore

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What’s going on in new media marketing, pulled from social bookmarking site Creativing.com:

ESPN Responds to Criticism and Publishes Social Media Policy

Previously I posted someone’s prediction that going forward, more and more companies were going to have a social media policy, which I certainly agree with. Perhaps no place will these policies be more interesting than with news organizations, who butter their bread by releasing news, often over social media networks. Here’s ESPNs policy, which basically says you can’t do on your own for free what we’re paying you to do. Sounds logical on first take.

However, this policy attempts to build a wall between professional and personal social media use. It may sound easy to a lawyer, but reality is a different ball game. And wouldn’t you want some of your best writers to promote their work to their personal networks, which can be very large? Lastly, if you’re wanting to hire a top writer who may have a blog following of 100k, which she can monetize, how much more do you have to pay her to drop everything she’s built up in social media for the past 5 years to come and write for you?

Why Digital Agencies Are Indeed Ready to Lead

Probably the longest ongoing industry debate to date. I’m not sure it’s a digital vs. traditional question at all. I think it’s definitely going to be driven by someone with a powerful digital sensibility. But I feel like while agencies are fighting over whether the banner or the TV spot should come first, the bigger question is, Should this all be lead by a product development, creative messaging, or media buying mindset? Following the money across a ten year projection isn’t easy. But then if the answer was easy, there wouldn’t be a debate.

Nikon Kick Starts Campaign via Tweet

Mind you, this wasn’t just any Tweet, but rather an Ashton Kutcher Tweet. With 3.9 million Followers, he’s demonstrating that not only is a large social media following a great weapon for negotiating film contracts, but for endorsement contracts as well.

Posterous Overtakes FriendFeed, Set to Overtake Delicious.

The stat is certainly interesting, although I find this a little apples-to-oranges. At least I consider Posterous to be pretty much a content posting tool, and FriendFeed and Delicious more social media platforms. If Posterous hits that magically nebulous thing called critical mass, though, the game opens up considerably, and they can become more of whatever they want to be.

Facebook Launches Friends Of Connections Targeting For Ads

I’m surprised this isn’t generating more noise. The idea that your network of friends is a remarkably accurate predictor of your own preferences should be a closed case by now. And this is one of the only mass scale ways to target the friends of someone who’s a Fan of anything from a movie to a tennis shoe to a car. Seems like a big leap forward. If you knew someone was a Fan of a movie, wouldn’t you want to talk to their average 120 friends to try and get them all to go see it? At least the one’s in the same city?

Microsoft to Include Video Ads in Loading Screens

I’m not sure I’d recommend to many companies to run ads during games, but the loading screens are another thing. They could even add value (imagine that). Of course, there’s the temptation to make game loading times longer to support longer ads. And I wouldn’t want to tempt anyone in need of more revenues at the moment. But at the core, in-game advertising is as inevitable as ads on cable television, which was once anathema to the concept of cable. At least this approach won’t have me seeing a billboard for a new 5 blade razor while walking through Renaissance Venice playing Assassin’s Creed.

LEAKED: The Facebook Ads API

When the subject of integration comes up, the discussion is always around messaging or media spending. It’s rarely about tracking and data. But there’s enormous power in that information. This news isn’t the onset of a revolution, but certainly a good indicator of where the business of performance tracking is headed.

Mountain Dew Crowdsources Agency Review and Selection

If a small business will crowd source a $50 logo, why not a $100 million campaign? This is about all you need to read to see a major trend in the ad industry unfolding.

What EA Sees in Social Gamer Playfish

Like the ad business, the gaming business is going less big idea, more a lot of little ideas. And of course, those myriad little ideas are ongoing, and take a lot of manhours to execute.

The future of business is in ecosystems

The reality is, business models everywhere are being flipped on their heads. This post from Jeff Jarvis (What Would Google Do?) shows that the clients are facing as much tumult as the agencies they’re working with (or maybe it’s ‘not working with so much’). It’s the same story from yet another industry. Keep it small, stay nimble, and don’t stop running.

Creativing :: Craziest iPhone game evah, the future of movies, and Steve Jobs’ presentation secrets

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What’s going on in new media marketing, pulled from social bookmarking site Creativing.com:

Endless Racing Game for iPhone, Next Level – Video

This is crazy. Using the compass and bluetooth, you can string together multiple iPhones to create an open-ended track that these cars race around. I’ve downloaded it, and am on the hunt for the first other 3G S phone to try it with.

Four trends that will rattle retail this Christmas

Good insights about how much mobile tech – the iPhone in particular – will change shopping this season. Mobile apps and social practices that were early-adopter technologies the past couple of years are now ready for prime time. At the core is a consumer armed with more price-checking technology and the ability to exchange shopping information at the point of purchase, thanks to iPhone apps in particular. Further driving this behavior will be financially-stretched consumers looking for price advantages anyway they can get them.

Uncovering Steve Jobs’ Presentation Secrets

A new book delves into a presentation master’s tactics.

Case Study: The NHL Uses Tweet-Ups To Energize Its Fan Base And Reach New Audiences

I’ve posted about the NHL (wisely) taking the opposite approach to the NFLs ban on Twitter for athletes. A couple of interesting things to note about this campaign: While Twitter got people involved, it was the mainstream press that generated the most noise. That’s simply about being early adopter, not about the campaign itself, although that’s becoming hard to distinguish. The second is, the turnaround time of 3 weeks. Gotta be quick to market these days.

Disney Will Give Mickey Mouse a Makeover

Mickey looks like he stepped out of GTA 4 in this screen grab from the upcoming video game Epic Mickey. A big risk? Maybe, maybe not. The Mickey brand is in decline in the US, and sometimes you’ve just gotta shake the tree. What I found most interesting in the article is that this is actually a return to Mickey’s roots. He launched in 1928 as the Bart Simpson of his day. A rather rude brute who was amorously aggressive with Minnie. I kid you not.

Amazing Fan Video

I think this is the best glimpse of the future of film making than anything I’ve seen. Taking scenes and characters from video games and compositing them with actual footage, the whole thing was shot for $500. And the potential around this is almost endless.

5 Ways To Instantly Boost Your Facebook Page Traffic

Sound, simple advice easy for anyone to follow.

The Open Graph API: What Does It Mean?

Speaking of Facebook, curious what their long-term vision is? It’s as a central authentication point for all your online activities. Put another way, wherever you go, you’ll go as a Facebook user.

Greatest Home Office of 1983

What every uber-geek had in 1983 for a home office. Right down to the Star Wars souvenirs.

Listiti: Google Alerts for Twitter Lists

Fresh off the server, this service just rolled live. The description in the title pretty much says it all. Want to know when a subject gets tweeted? Now you’ll know.

Creativing :: Futbal Hero video, Facebook’s latest marketing strategy, and Sony goes hunting for game spammers

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What’s going on in new media marketing, pulled from social bookmarking site Creativing.com:

YouTube – Kasabian Football Hero

It’s always great when a cool video is accompanied by a good song. While more documentary than music video, this is a fun riff on the Guitar Hero user interface, despite actually using open source version Frets on Fire.

Map View from AirSage

Mobile-based location and motion data. They use mobile phone data from individual handsets to predict things like traffic and general movement patters of people throughout the US. They have agreements with both carriers and manufacturers, and are a sort of white label for traffic information. They claim to be able to provide this coverage for 127 markets that cover 85% of the population. There are a lot of campaign applications for this data.

Beastman

Fun, simple street art style from an Australian artist.

Kill Your Idols

Skate culture art style with a rock and roll theme. Can’t go wrong with that.

5 Must Read Social Media Marketing Studies

Some good research and projections on social media. Highlights include a report that American’s spend 17% of their online time on social media sites, and businesses reporting that blogs have the highest social media ROI.

Tobold’s MMORPG Blog: Facebook games: Scam or useful tool?

Good assessment of the four critical components for how Facebook games hook people and pull them in to a deeper experience. Definitely reinforces why so many Facebook games feel so formulaic.

The Myth of Usability Testing

Usability testing isn’t the most exciting subject I’ve ever written on, but I’ll certainly concede it’s value, when used correctly. And that’s what this article delves into. Pitfalls and solutions for good testing methods. One interesting note is how many usability tests are given to existing users of a bad interface, and they compare those results to the same group using a new interface. Of course, given their familiarity with the bad interface, they find that one easier to use. A self-fulfilling prophecy.

Facebook’s ‘Reconnect’ Strategy is Brilliant

You’ve probably seen random people popping up on the right column on Facebook, under the title ‘Suggestions’. These are friends of yours Facebook has identified as relatively inactive on Facebook. And they’re encouraging you to reach out and get them participating. Facebook’s explosive growth is starting to flatten out. And now they need to figure out other ways to grow their business. Typically, companies tackle this by increasing usage among current users. Facebook’s approach to that — getting users to connect amongst themselves — is both genuine and cost effective. And while the term CRM isn’t mentioned anywhere in this article, it’s a blend of that, permission marketing, and user generated marketing. Pretty savvy.

Sony creates online detectives targeting ingame spammers

According to this article, Sony’s 9-member detective team has already shut down 295,000 spammer subscription accounts. And I thought my inbox got a lot of spam.

5 Fresh & Innovative Collaboration Platforms For The Creative Community

Looking to reach out and connect with other creatives? Here are some good places to do so.

Creativing :: ESPN gets local, iPhone games not for every brand, and more fun with Facebook Connect

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My weekly update of what’s going on in new media marketing, pulled from social bookmarking site Creativing.com:

Operating System Interface Design between 1981-2009

This is like taking a walk through the past 20 years of my digital life. Looking at old interfaces like the first Macintosh OS brings early projects and experiences back to mind. It’s notable how today, even the open source systems have a slick look.

ESPN Aims to Be the Home Team, All Over America

So many questions these days about the future of news organizations. Local is undoubtedly a large, uncharted territory online. ESPN is making an interesting run at the sports vertical. Two points I find noteworthy: They’re going down to the high school sports level, and they’re using citizen journalism in the process. While I don’t know the inner workings of the publishing industry, I can imagine that for the average high school sports star, there’s nothing better than being featured on ESPN, no matter what variation of the network it involves.

iPhone Games: Idea Attracts Coke, Audi, but not Many Others

I know I’ve said this before, but iPhone games are a long shot for brands as a mass market vehicle. If you have a specific way of extending your service, then I can see an app that provides utility making sense. But with so many free, and good games out there, pure entertainment is a tough arena to compete in.

Photoshop in movie posters and ads

A fun look at how movie posters go through the Photoshop wringer.

Facebook Now Lets Advertisers Use Your Picture

I’ve been waiting for something along these lines to happen with Facebook Connect. A man is served an ad for a dating service, with a headline “Hot Singles”. The “hot single” featured in the ad? His wife. Facebook has been adding more and more privacy controls, but the default on FB Connect is pretty wide open. And changing the default settings on an app or platform is probably as common as reading the service aggreement before signing up.

Summer At MoMA – Using Facebook Connect to match your interests

I have to follow the train wreck above with a good example of how Facebook Connect should be used. Facebook, of course, has quite a lot of info about each user. Facebook Connect takes the info and contextualizes is across just about any online experience. In this case, MOMA has used your various interests to try and project what art exhibits you’ll most like. It’s not a flawless example, but certainly moving in the right direction.

Does social media really correlate with the bottom line? Color me skeptical

I’m on board with this contrarian view to a research report posted earlier this week (the link to the original report is in the article). Social media is powerful, but this really stretches the correlation between social media action and business success far too thinly, IMO.

MySpace: A Place for Gaming

So, MySpace is getting killed in the social media space, and their resurrection will come in the form of gaming? My only issue with this logic is that by all industry projections I’m aware of, the big growth opportunity in the gaming industry’s future is social gaming. And what’s the dominant platform in social gaming right now? Facebook.

Top 12 Social Gaming Trends

In case you doubt my previous assessment, here are 12 social gaming trends. Note how many of these trends align with Facebook’s features and strengths. Collections and wish lists, gift invites, donations as revenue, virtual goods, using friends’ data, iphone. What I also find interesting is how the campaign ideas we’re coming up with for clients are involving these same types of features. Just as movies and TV shows were often the driving inspiration behind many TV campaigns of the past, games will likely be the driving force for more and more campaigns of the future.

Online gaming: Has Evony become the most despised game on the web?

Ironic that while so many other industries are exploring ways to integrate gaming into their ads, a game campaign resorts to good old T & A as the foundation for their campaign. I too saw these adds all over the Web. The writer speaks about a general migration from more game play-oriented ads, to little more than women’s breasts. My guess is that this is simply campaign optimization. Finding out which ads are working, and going with those. And at the end of the day, the real probably could be that the game just sucks.

Creativing :: Gaming goes off at E3, a social marketing snafu, and Web 3.0 explained

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My weekly update of news and events in new media marketing.

Weirdo Kid Starts Huge Dance PartyVideo
This is just a fun, quirky video from some outdoor event in Australia. A good example of how community behavior is more than an online network.

DC viral marketer slips up on 4chan? on TwitPic
Careful, your viral marketing street team is showing. A social media street team member accidentally posts the creative brief along with their ‘genuine’ comments. Snafu’s like this are ripe for happening when you have a lot of people following orders they don’t completely understand, or are just jumping into the social space to help blast the word out. Authenticity is key, and while companies are sure to keep pulling stunts like this, they’re going to have to tighten it up or the cat will slip out of the bag.

YouTube – Project Natal for XBOX 360
Google and Microsoft are trading blows over who can deliver the knockout technology news. Google Wave last week, Microsoft Project Natal this week. And each presentation was brand-revealing. Google geeky and open source, Microsoft slick and highly produced. Both in the dev stage. At this point, I’m calling the fight for Microsoft, though.

While the Wii comparison’s are obvious, the physicality of Project Natal as a gaming experience is remarkable. And that’s what blurs the boundaries between real and virtual.

Facebook Ads Now Available for ‘Pages’ and ‘Events’
With social media still generating massive corporate interest and paid media still owning the bulk of the current spend, it makes sense that figuring out how to transition between paid and social media will be a big topic. Facebook takes their rather unglamorous-at-first-glance display ads and gives them an inside track for parlaying impressions into a social media action. You can now Fan a brand, or RSVP for an event, right in the ad. My guess is Forwarding, along with the RSVP option, is coming up soon.

Microsoft to link 360 to Facebook, Twitter
Project Natal wasn’t all the gaming news from Microsoft. Xbox, the focus of their entertainment center ambitions (yes, say goodbye to the Media Center) is now going social with Facebook and Twitter linkage. So when you login to a game, you’ll see which friends of yours are playing, and can post to FB and Twitter that you’re online playing. You can also post acheivements, which the good gamers are sure to do. Any brand that offers a shared experience will have a lot to benefit from this type of social net integration.

What is Web 3.0? Semantic Web & other Web 3.0 Concepts Explained in Plain English
Just when you figured out the diff between Web 1.0 and Web 2.0, here comes Web 3.0. While I’d say some of the 3.0 here is 2.0, there’s no denying that the semantic web is going to give marketers a wave of new tools to play with.

10% Of Twitter Users Account For 90% Of Twitter Activity
The general trend here isn’t that surprising. A while back I saw a similar stat for YouTube, though maybe not quite as extreme. But I’m surprised that Twitter is more in this direction than YouTube. Creating video content requires a lot more than typing 140 characters, so it would seem there’d be more even distribution with Twitter.

Maybe the point is, because Twitter’s only 140 characters, those that are participating are able to do so in high volume. There’s also a trend towards using Twitter in a broadcast fashion, as most celebs and a lot of brands are doing. And it’s an easy vehicle for that. You can blast a personal, 1-to-1 feeling message out to millions. And while they can freely respond, few of them truly expect a reply in return.

Dear AmericanAirlines
Funny exchange between a UX designer complaining about AA.com, and the staff’s response.

Virtual tour of NY
The website for a photog team who shoot aerials of NYC. A nice showcase for their work.