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Pedro Gonçalves

Making the Most of Social Media Analytics - 0 views

  • The impact of social media is harder to measure than, say, the effectiveness of banner ads, because social media are often used to build brand loyalty. A person may see an ad or promoted social media message but choose not to click through, then search for the product later, and finally make a purchase on a third, fourth or fifth visit to the company's website. While social media didn't have a direct hand in the click-through and sale, it did have a hand in how the brand made a conversion.
  • Too many brands - GM included - rely on likes (which can be artificially inflated) and direct click-throughs (which don't always result in sales). And while the industry is making strides to help brands better measure what they get for their social media buck, there is still a ways to go, Chou said. Social marketing by brands "is just terrible right now," he observed. "I can't tell you exactly what it should be, but I can tell you it sucks right now. People just shout."
  • Right now, marketers can’t easily measure a follower who doesn’t click on links or interact directly with a brand’s Facebook page or Twitter feed. That will change as social media tracking gets better.
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  • Chou calls the number of followers a “vanity metric” that doesn’t say much about how effective a social campaign is. Marketers can, after all, pay for followers. For now, the best way to measure the effectiveness of a social media campaign is to figure out which messages posted to Facebook, Twitter and other sites result in the highest levels of interaction.
  • A message that does not work is more dangerous than a message that doesn’t spur action: It can cause followers to lose interest. “Content turns into spam at some point,” Chou said. “At some point, if I'm posting a ton of crap to any network, someone might choose to unfollow me.”
  • Chou outlined four ways social media managers could measure the effectiveness of their posts: Virality: Good content gets shared. A viral video is cheap to make and can bring your message to new eyeballs. “Other mediums don’t have that,” Chou said.
  • Engagement: The 80/20 rule applies to social media, Chou said: 20% of the people generate 80% of the sharable content. “The more granular you can get... the better understanding you have of what's going on,”
  • Advocacy: Social media lets brands get endorsements from everyday people, so brands should pay attention to posts that get retweeted. “If my friend posts something, it means more to me than if some random brand posts something,” he said. Retention: Every message needs to be measured for its retention value. Every new follower is an additional member of the audience for your next message. 
Pedro Gonçalves

With Online Video, You Have 20 Seconds To Capture Your Viewer. Go. | Fast Company - 0 views

  • The social media generation puts accessibility above almost all else, and nothing is more accessible than the world wide web. As a result, a new type of viewing experience has emerged--quick views over your breakfast cereal or during your lunch break. But video producers often fail to cater to this type of viewing experience, instead focusing on what has been successful over the past half-century.
  • the current online environment calls for video and content that is made specifically for online audiences. Meaning short-form video with a quality that matches the production level of offline content. Not spinoffs or originally discarded footage, but shows and content made specifically for online viewers
  • Now the online market is over-saturated with tons of low-quality, unpredictable content. As a result, the next stage the web's evolution lies in curation and original content.
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  • But for curators to surface awesome content, there has to be awesome content to begin with. Original content, from inspirational marketing videos (like Nike's below) to an online-specific show, will continue to rise in popularity. While user-generated content will exist as long as users exist, and can often be very successful, the next five years will see viewers putting curated quality over random quantity.
  • Online video doesn't have the luxury of longer-form shows that a viewer schedules time to watch. More likely, they stumbled upon your video by chance on their Twitter or Facebook feed. They haven't committed to watching their video, but their interest is piqued and they've pushed play. Don't waste that chance. The video must grab and engage them nearly instantaneously--if not, you'll lose potential longterm fans. Unengaging, ported-over content won't survive in our ADD environment.
  • in an attempt to push the brand, marketing videos often forego authenticity in favor of an over-markety tone. This disengages the viewer and separates them from the brand. Online users don't wanted to be sold to, they want to be engaged.
  • Brand loyalty stems first from producing the best product possible, but once you've captured a user's attention, it's about engaging that user and making them feel special. Because of their loyalty (whether that's liking a brand on Facebook or signing up for their newsletter), they want to feel as if they are in on a secret that non-followers don't have access to.
  • Brands should create a movement they believe in--and match their videos to it--rather than slamming their brand down their viewers’ throats. Be authentic and engaging and the viewers will come.
  • Like Pinterest did for online photography, a new startup will emerge for curated video content.
Pedro Gonçalves

Teens Getting Tired of Facebook Drama, Pew Survey Finds - 0 views

  • Though Facebook is still the most popular social network among teens, their enthusiasm for Mark Zuckerberg's network is decreasing, according to new findings from the Pew Research Center. Pew reports that 77% of online teens (ages 12-17) surveyed use Facebook. But while Pew's findings show that teens view Facebook participation as important for socializing, they have "waning enthusiasm for Facebook," as explained in the video above. The report cites teens' dislike for over-sharing and stressful "drama" on the social network. Teens also don't like the fact that more and more adults are joining Facebook, although Pew found that 7 in 10 teens are Facebook friends with their parents.
  • Pew found 24% of online teens use Twitter, an increase from 16% in 2011
  • Outside of Twitter and Facebook, teens don't have as much of an online presence. In 2012, 11% of teen social media users used Instagram, while Tumblr (5%), Google+ (3%) and Pinterest (1%) drew in even fewer teens.
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  • Despite Justin Timberlake's star power on Myspace, only 7% of surveyed teens use the network, according to the Pew report. And all 7% said they used other social media accounts more frequently than MySpace
  • Pew found that daily usage has not changed on social platforms in any significant way. "The frequency of teen social media usage may have reached a plateau," the report said.
Pedro Gonçalves

Do Native Ads Work? | Adweek - 0 views

  • say ads that are disguised as content have higher click-through and engagement rates than intrusive banners because they’re contextual and have quality conte
  • a new survey due out today by Harris Interactive for MediaBrix, a social and mobile ad firm, says otherwise. Harris asked online adults what they thought about three native ad formats—Twitter’s promoted tweets, "Sponsored Stories" on Facebook, and video ads that appear to be content. According to the survey, a majority found the ads negatively impacted or had no impact on their perception of the brand being advertised.
  • 45 percent found promoted tweets misleading, while 57 percent and 86 percent said the same about sponsored stories and video ads, respectively.
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  • There's no way to compare the results to people's views on standard banners, because Harris didn’t ask respondents about that format. It did, however, ask the same questions about infomercials and print advertorials, with similar results.
  • We’re not saying native doesn’t have a place in a marketing mix. We’re saying, that’s not the most effective way to build a brand.”
  • Of course, there are issues with self-reported surveys, especially one that requires participants to be honest about their views about something as divisive as advertising.
  • the results also conflict with joint research by Nielsen and Facebook that found that overall, social ads—those served to Facebook users whose Facebook friends are fans of, or interacted with, the advertised brand—generated a 55 percent lift in recall over non-social ads.
  • “Engagement rates with sponsored stories are substantially higher than other ads on the site, and typically, [people] engage with things they find relevant and interesting,” Bruich said. “We do not see any evidence that they negatively impact people’s experience on the site.”
  • It’s also worth noting that Harris showed respondents generic examples of sponsored stories, not examples of actual sponsored stories people are served on their own Facebook news feeds, where the ads are aligned with their personal experiences and preferences.
  • a new survey due out today by Harris Interactive for MediaBrix, a social and mobile ad firm, says otherwise. Harris asked online adults what they thought about three native ad formats—Twitter’s Promoted Tweets, Sponsored Stories on Facebook and video ads that appear to be content. According to the survey, a majority found the ads negatively impacted or had no impact on their perception of the brand being advertised.
  • People had the strongest reaction to sponsored video ads, with 85 percent saying they
  • negatively impacted or had no impact on their perception of the brand. Sixty-two percent said the same of Promoted Tweets and 72 percent of Sponsored Stories. The survey also revealed that 45 percent found Promoted Tweets misleading, while 57 percent and 86 percent said the same about Sponsored Stories and video ads, respectively.
Pedro Gonçalves

A New Survey Reveals Which Social Media Brands People Are Most Attached To | Co.Create ... - 0 views

  • To which social media brands do consumers feel the most attachment? Facebook ranked number one in a Brand Dependence Social Media Survey conducted by UTA Brand Studio
  • And we're not talking about "liking," apparently. To clarify, attachment, which is at the core of Brand Dependence research methodology, refers to the degree to which consumers believe a brand is like themselves and the degree to which thoughts and feelings about a brand come to mind,
  • Facebook was followed by Instagram, then YouTube, Pinterest and Reddit in the February 2014 survey of 2,006 U.S. adults aged 18 and up.
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  • How about Twitter? It’s surprising to see the popular social media platform didn't make the top five.
  • 59% of the respondents said they used Twitter, helping it score well in the area of intensity, which measures Brand Dependence amongst people who currently use a product or service. But Twitter didn’t fare as well in the prominence ratings, which take stock of how effortlessly and easily thoughts and feelings about a brand come to mind. Twitter also scored lower on more conventional brand measures such as likability, according to Vincent, and qualitative data revealed that people had a hard time relating to the brand because they didn’t fully understand how to use Twitter.
  • YouTube performed extremely well in the survey, with strong Brand Dependence scores in the areas of brand-self connection and prominence. Competitor Vimeo didn’t do so hot--in fact, only 16% of those surveyed had used the video-sharing destination.
  • Breaking it down by age without respect to gender, Instagram was the top social media outlet for those under 25, with Facebook coming in second and Pinterest third; Facebook, Instagram and Pinterest were the top three destinations for people 24-44; and those over 45 liked Facebook best, followed by Instagram and Foursquare.
  • Looking to the future, the social media brands that show the most potential in the eyes of survey respondents overall are Reddit, Tumblr, Snapchat and Vine. Vincent reports they all scored highly on various Brand Dependence measures, and he says their shared challenge going forward will be getting more people to sample what they have to offer.
Pedro Gonçalves

STUDY: YouTube Pummels Facebook In Post-Click Engagement - AllFacebook - 0 views

  • a recent study by Shareaholic found that post-click engagement with Facebook posts trailed far behind the results delivered by YouTube, and also lagged behind Google Plus, LinkedIn, and Twitter. Shareaholic examined six months’ worth of data from more than 200,000 websites reaching more than 250 million unique monthly visitors
  • YouTube drives the most engaged traffic. These referrals have the lowest average bounce rate (43.19 percent), the highest pages per visit (2.99), and the longest visit duration (227.82 seconds).
  • video watchers are especially receptive to links within video descriptions that complement the audio and visual content they just consumed.
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  • Although Google Plus and LinkedIn drive the fewest social referrals, they bring in some of the best visitors: Google Plus users, on average, find themselves spending north of three minutes diving into things shared by connections in their circles. They also visit 2.45 pages during each visit, and bounce only 50.63 percent of the time. LinkedIn users generally spend 2 minutes and 13 seconds on each link they click, viewing 2.23 pages with each visit and bouncing 51.28 percent of the time. Although many sites see minimal traffic from both Google Plus and LinkedIn, now may be the time to invest in building communities within those networks if engagement really matters to your business.
  • A referral from Twitter is as good as a referral from Facebook — at least, in terms of bounce rate, pages per visit, and time on site
  • Pinterest isn’t exactly the social media golden child we all play it up to be: Coming in sixth, pinners bounce as often as Facebook users and tweeps do, but view fewer pages per visit (1.71), and they spend considerably less time on site (64.67 seconds) than almost all of its counterparts, with the exception of StumbleUpon.
  • StumbleUpon drives the least engaged referrals: Post-click, users view a meager 1.5 pages per visit and spend 54.09 seconds on site. It would appear that StumbleUpon’s click-heavy — to “stumble,” “like,” or “dislike” — focus makes users trigger-happy to a fault. Users stumble onto the next thing rather than immersing themselves in the webpage StumbleUpon recommends.
Pedro Gonçalves

[Review] Airtime vs. Chatroulette: The Tamer Social Serendipity that Nobody Really Wants - 0 views

  • Convincing casual social media users that something like Airtime isn't just speed dating is a hard sell. Blame Chatroulette, mid-'90s AOL chat rooms or Grindr, but meeting strangers through technology not for sex still feels inescapably creepy, even when it's cleverly facilitated by an app such as Glancee or Highlight. We like connecting with the people we meet in person after the fact, and even that's hard to make adequate time for. When it comes to video chat with the people we already know, there's no compelling reason to opt for Airtime over a Google+ Hangout, a Skype chat or even a Facetime call. And if you're interested in connecting with friends and family via video to begin with, odds are you've already picked your poison. Sean Parker may want to make Facebook less "boring" by inspiring serendipitous social discovery, but it's hard to imagine that Airtime isn't dead on arrival - there just isn't room for such a diluted blend of existing social tools nor is there the adventurous userbase to adopt them. We have Facebook and Facetime for the people we already know, Twitter and Google+ for the people we want to know and OkCupid and Match.com for the people we want to know, er, intimately. And for the greyer, more "serendipitous" areas? Chatroulette still boasts enough unfettered weirdness for a lifetime.
Pedro Gonçalves

15 Case Studies to Get Your Client On Board With Social Media - 0 views

  • “social media” refers not to platforms, but to what those applications enable: social interaction.
  • Instead of touting Twitter in general, instead emphasize the importance of reaching new and savvy stakeholders using the platform. Instead of evangelizing for a blog, show how blogging can generate leads. Instead of pointing to videos gone viral, explore video tools that will help your client develop a brand identity.
Pedro Gonçalves

STUDY: Facebook's Role In Pew Research Center's 'State Of The News Media 2014' - AllFac... - 0 views

  • 50 percent of social network users share or repost news stories, images, or videos, while 46 percent discuss news or current events on their networks, and 11 percent have submitted their own content to news websites or blogs. Pew reiterated its findings from a report earlier this month that Internet users who arrive at the 26 news websites it analyzed by directly typing in those sites’ URLs or via bookmarks spend far more time on those sites, view more pages, and return more times per month that Internet users who arrive via Facebook.
  • 78 percent of Facebook users see news while they are on the social network for other reasons. Only 34 percent of Facebook news consumers like news organizations or individual journalists, which Pew interprets to mean that most of the news they see on the social network is shared by their friends. Facebook news consumers reported seeing entertainment news the most, followed by “people and events in my community,” sports, national government/politics, crime, health/medicine, and local government/politics. News consumers on LinkedIn were high earners and college-educated, while those from Twitter were younger than those from Facebook, Google Plus, and LinkedIn.
  • One-half of Facebook users get news there even though they did not go there looking for it. And the Facebook users who get news at the highest rates are 18- to-29-year-olds.
Pedro Gonçalves

Planned Facebook Ads Go Big But Less Social - And Users Will Hate Them - ReadWrite - 0 views

  • Facebook users will sit still for ads that, per current reports, will take over your desktop screen and run for 15 seconds, up to three times a day per user. What are the odds of that? 
  • Initially, the 15-second autoplay ads will appear on Facebook's desktop site; the social network is still working to bring them to its mobile app as well.
  • Facebook is expected to offer four daily "slots" for its video ads, each targeting a very large demographic: Women over 30 Women under 30 Men over 30 Men under 30
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  • Facebook will cap the ads so that no user will see an ad more than three times in a day. It is still unclear if advertising executives will want to cut down the typical 30-second television ad to fit Facebook's 15-second guideline, or if they'd create new ads especially for Facebook.
  • What Facebook can't yet promise, of course, is whether its billion users will actually sit through — or even tolerate — such intrusive ads, even just once.
  • Consumer surveys reveal that television advertising stands above all others in terms of influencing purchase decisions. 
  • Even amongst college students, for example, who are likely to be very social media savvy, television advertising is clearly the most influential of all.
Pedro Gonçalves

Facebook's New Video Ads - WPP - 0 views

  • Each video will last a maximum of 15 seconds, suggesting Facebook has taken note of Vine’s offering – which is limited to a 6 second video format. A small number of big brands will be part of the initial trials, including Unilever, Nestlé, Ford, Diageo, American Express and Coca Cola. To create more impact (at least at the beginning) users will only see video content from one of these advertiser’s in any one day. The ads will be bought on a cost per thousand basis with rates predicted to be in the low $20s, a cost per engagement model is not currently being considered.
  • rapidly expanding online video advertising market - 41% growth Y.O.Y, US 2012.
Pedro Gonçalves

Twitter Vines Get Shared 4x More Than Online Video | Adweek - 0 views

  • Unruly Media's research reveals that branded Vines (see Doritos example below) are shared four times as often as branded Internet videos. What's more, Unruly found that five Vines are shared every second on Twitter—so the non-advertising world apparently digs the six-second videos, too.
  • 4 percent of the top 100 shared Vines were made by brands. Comparatively, according to the New York-based firm, only 1 percent of Top 100 viral online videos were the work of brands.
  • Vines are tweeted more during the weekend than all of the weekdays combined. Also, between 10 a.m. and 11 a.m ET is when Vine activity peaks.
Pedro Gonçalves

Coming Soon To Facebook: Video Ads | Fast Company | Business + Innovation - 0 views

  • According to Joyus founder and ex-Googler Sukhinder Singh Cassidy, people are five times as likely to buy something from a video ad than from a picture on an e-commerce site, and buy five times as often.
  • The Facebook videos will run silently until the user chooses to activate the sound, which will relaunch the ad from the beginning. How long before Facebook offers an ad-free newsfeed to users--at a price?
Pedro Gonçalves

Meet Gen C: The YouTube Generation - Think Insights - Google - 0 views

  • Why are they known as Gen C? Because they thrive on Connection, Community, Creation and Curation; they’re engaged and they want their voices to be heard. They’re not a generation in the traditional sense – about 65% of Gen C are under 35, but regardless of how old they are, they’re the sort of mavens who shape opinion and lead thought. Put simply, Gen C isn’t a quirk of when or where you were born; it’s a way of life.
  • 59% say the internet is their main source of entertainment and 38% turn to their phone first when they want to be entertained, with 66% spending the same amount of time or more time watching online videos compared to TV. They haven’t abandoned traditional TV viewing altogether, but they have augmented it with shares, ‘likes’, +1s, comments and retweets, all of which add to the first screen viewing experience.
  • The act of creating has become second nature to Gen C, but they’re selective, only adding something when they think it’s relevant and they can have an impact. Eighty-three percent of Gen C have posted a picture they took but only 42% post pictures every week, while 65% have uploaded a video they created, but only 25% upload videos every week.
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  • 55% say they’re connected to 100 or more people through social sites, while 15% are connected to 500+ people.
  • Gen C is often time-poor and has become incredibly selective when navigating the media landscape, optimizing consumption for maximum returns. They turn to trusted advisors to help them navigate the space, using email lists, social media feeds and content aggregators to map out a media ecosystem that satisfies both their functional and emotional needs.
  • More than one in three say YouTube is their most important or second most important source of entertainment online, and 46% think of YouTube as an alternative to TV.
  • Gen C openly welcomes brands into its social circle – for starters 39% say they think of YouTube as a platform to engage with brands. Being engaging, authentic and shareworthy is the cost of entry, with advertising and content both put to the same litmus test; they’ll either switch off if it’s not relevant or engage if it is.
Pedro Gonçalves

Here They Come: Facebook Announces Premium Video Ads From 'Select Group Of Advertisers'... - 0 views

  • The 15-second ads will begin playing on users’ News Feeds without audio, and they will stop playing if users scroll past them. Users who are interested in viewing the video ads can tap them, after which a full-screen version, with sound, will begin playing. Facebook said in announcing the test last December that for mobile users, video ads are pre-downloaded when their devices are connected via Wi-Fi, so they do not consume additional data, and users on data plans will not see their usage rise.
  • People can expect to begin seeing these new ads over the next few months.
  • we’re working with a company called Ace Metrix to help us review and assess how engaging the creative is for each ad — before it appears on Facebook. Ace Metrix will allow us to objectively measure the creative quality of the video in the Facebook environment and highlight performance indicators for advertisers such as watchability, meaningfulness, and emotional resonance. We’re taking this step in order to maintain high-quality ads on Facebook and help advertisers understand what’s working to maximize their returns on investment.
Pedro Gonçalves

How Game Mechanics Will Solve Global Warming - 0 views

  • now, a new decade is upon us - the decade of games. These are not children's games, however. These are games that could change the world.
  • how game mechanics would solve global warming.
  • "The last decade was the decade of social. The framework for the social layer is now built," declared Priebatsch. "It's called Facebook."
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  • With that battle won (at least according to Priebatsch), the next battle is over gaming. But we're not talking about simple video games and the like - we're talking about a "game layer on top of the world."
  • "The game layer is he next decade of human technological interaction," he explained. "Unlike the social layer, which trafficked in connections, the game layer traffics in influence. The game layer seeks to act on individual motivation - where we go, how we do it and why we do it."
  • Priebatsch says that the game layer could be 10 times as large as the social layer and that, used correctly, could help to solve the world's problems.
  • To prove his point, he then ended the session with a game - a massive game involving the entire several hundred member audience. As each person entered the room, they were given anywhere from one to three cards with different colors on each side. Each card had one of three colors on each side and were handed out randomly. To win the game, each row of the audience had to self organize to show only one color by trading with the audience members around them. That is, the entire room had to move from chaos to order, with each row only showing one color, within 180 seconds. If they did this, he said, SCVNGR would donate $10,000 to the National Wildlife Federation. One minute after he started the clock, he stopped it. The audience had self-organized, despite a variety of problems, in just one minute.
  • Priebatsch compared the various rules and problems faced by its players into ones the world population might face in solving global issues. There was a lack of communication, there were micro-trading issues, different allocations of resources from player to player, restricted movement decentralized leadership, and even different "countries," as aisles served as "oceans" between the rows. The audience did, however, have two things to work with - a countdown and a common goal. Despite these various factors, and through the proper motivation, a large problem was solved quickly through applied game mechanics.
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    now, a new decade is upon us - the decade of games. These are not children's games, however. These are games that could change the world.
Pedro Gonçalves

The Future Of Technology Isn't Mobile, It's Contextual | Co.Design: business + innovati... - 0 views

  • shift toward what is now known as contextual computing
  • Amazon’s and Netflix’s recommendation engines, while not magnificently intuitive, feed you book and video recommendations based on your behavior and ratings. Facebook’s and Twitter’s valuations are premised on the notion that they can leverage knowledge of your acquaintances and interests to push out relevant content and market to you in more effective ways.
  • four data graphs essential to the rise of contextual computing: social, interest, behavior, and personal.
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  • They throw into relief the larger questions of privacy policy we’re currently wrestling with as a culture: Too much disclosure of the social graph can lead to friends feeling that you’re tattling on them to a corporation. The interest graph can turn your passions into a marketing campaign. The behavior graph can allow people who wish you harm to know where you are and what you’re doing. And revealing the personal graph can make it feel like an outside entity is quite literally reading your mind.
  • companies are actively constructing these graphs already. These products and services are in the market today, but most in existence target only one or two of these graphs. Few are pursuing all four, both given the immaturity of the space and a lack of clear targets to shoot for. This has the unintentional effect of highlighting the risks of using such services, without demonstrating their benefits. For the potential of contextual computing to be realized, these data sets must be integrated.
  • In an ideal contextual computing state, this graph would be complete--so gentle nudges by software and services can bring together two people who are strangers but who could get along brilliantly and are in the same place at the same time. It could be two people who share a friend and who simultaneously move to Omaha, where neither person knows a soul.
  • It’s easy for data to depict what you actually do instead of what you claim to do. Sensors do the job. So do, if less elegantly, self-reporting mechanisms. This data can sit in pivotal contrast to the interest graph, allowing computers to know, perhaps better than you, how likely you are to go for a jog. It would be useful, too, for a travel site that notes how you tell friends you’d like to visit China but records that you only vacation in Europe. Rather than uselessly recommending vacation deals to Beijing, a smart travel app would instead feed you deals to Paris or Berlin. The behavior graph provides the foundation, to some extent, of Google Search, Netflix recommendations, Amazon recommendations, iTunes Genius, Nike+ run tracking, FourSquare, FitBit, and the entire "quantified self" movement. When mashed against the other three graphs, there’s a potential for real insight.
  • Within a decade, contextual computing will be the dominant paradigm in technology.
Pedro Gonçalves

How Facebook Plans To Take Over The Internet - ReadWrite - 0 views

  • Imagine people in developing countries thinking Facebook is the gateway to the Internet. They would log into Facebook to access email, Wikipedia pages, weather information, and food prices. If they wanted additional services like the ability to stream video, they can buy it with a simple click—through Facebook. That’s Mark Zuckerberg’s vision for Internet.org. 
  • “Connecting the world” is Facebook’s vision—one that can’t be achieved without the support of other organizations, including the six telecom companies it partnered with for the Internet.org initiative.  Zuckerberg said the organization is looking for an additional three to five partners to bring on board, ones that will bet big that Facebook subsidies of social services will pay off by up-selling their data plans.
  • By using Facebook as an on-ramp to the Internet, the next one billion people will use social logins not just to control various apps, but their entire Internet usage. 
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