A Troubling Fact Regarding Digital Industries and Employment Figures

Dennis Ryan, Advertising, OlsonOn Tuesday, New York Times Op-Ed writer Joe Nocera wrote a fascinating article about Jaron Lanier’s recent book “Who Owns the Future?” Within the review, Nocera cites Laneir’s harrowing perspective on how the new digitally-centric economy ultimately decimates the middle class. A simple comparison between Kodak and Instagram  blew away Nocera. And then me. And probably you, in turn…

“At its height, Kodak employed more than 140,000 people…When Instagram was sold to Facebook for a billion dollars in 2012, it employed only 13 people…Instagram isn’t worth a billion dollars just because those 13 employees are extraordinary…Instead, its value comes from the millions of users who contribute to the network without being paid for it…Networks need a great number of people to participate in them to generate significant value. But when they have them, only a small number of people get paid. This has the net effect of centralizing wealth and limiting overall economic growth.”

Collaborative networks hold such promise for intellectual and artistic advances; if Lanier is right, we need to innovate to add economic ones as well. Or better still, find ways for more people to return to that old fashioned idea of making stuff.

By Dennis Ryan, CCO, Olson

PS:  I stepped away from this blog for a while. But I’m getting back to it now–mostly as a repository for bite-sized information I find interesting. Hope you will to.

This Could Be Your Next Social Media Tool

Dennis Ryan Olson, AdvertisingAccording to the good people at Curalate, creators of software that provides analytics on Pinterest and Instagram trends, the most repinned images feature rich details and luminous color.

Apparently, this software analyzed nearly a half million Pinterest posts made by advertisers for things like saturation, texture, brightness and hue. And the finding? People like color. Particularly what they call “multiple dominant colors” which get repinned 3.25 times more than those with only one dominant color. Additionally, if the image is blown out or very dim, its repinning numbers drop.

Other odd color-based fun facts brands might enjoy?

  • Predominantly red images get more repins than blue ones
  • Images in autumnal hues of red, orange and brown images receive about twice as many repins
  • Completely desaturated or saturated images have fewer repins than more moderately saturated images
  • Images with less white space get repinned more often
  • Brand images without faces receive more repins by nearly 23 percent
  • Images with a smoother texture are up to 17 times more repinned than images with a rough texture

So, much like the notion of writing web copy to optimize search, brands may soon be tweaking their color wheels to optimize sharing as visual-based communication grows increasingly important. But despite this science, brands should probably avoid carving these findings in stone. Most people recognize color goes through cycles of popularity. At least most people who have ever dealt with an apartment that features a refrigerator enameled in ‘avocado.’

By Dennis Ryan, CCO, Olson

 

The Ever Observant Alan Spindle Posted This During Yesterday’s Broadcast

NFLHe captioned this Facebook update with: “I must say, this Houston Texans logo is quite groundbreaking. I have no idea what inspired them to create such an out-there design.”

Sometimes social media’s biggest reward is a smart observation or witty bon mot. You know, just like you might overhear in some other social situation.

Because engagement strategies notwithstanding, with Facebook, Twitter, Vimeo, Instagram, it’s always social first.

Good one Alan…

 

By Dennis Ryan, CCO, Olson

 

Don’t Like Instagram’s New Terms of Service? Wait Sixteen Hours.

Oh Mark Zuckerberg, when will you learn?

Instagram started this week by quietly making two major shifts in their terms of service. For one, they claimed ownership over every image their users post, enabling them to sell those images without compensation or notification, even as they simultaneously absolved themselves of any class action liability. Oh, and they offered no opt out.

This is lousy. Kind of heinous even. The fact that they tried to slip it through with a blog post that made no mention of these specific changes demonstrates a corporate oiliness we’ve grown to expect from Facebook-owned entities. Still, blatant chutzpah notwithstanding, you have to admire how quickly and cheaply they crowdsourced the world’s biggest stock photo library…

Dennis Ryan, Advertising, OlsonBut as should be expected in a medium that trades on information, the web noticed, word spread and within hours, a massive backlash mushroomed. Predictably, Instagram seemed to reverse course by mid-day Tuesday. This rhebus outlines the action; first the company announces, then the web revolts, then the company recants, claiming to be misunderstood with a PR spin absolutely no one believes.

We should be used to this kind of end around from any Facebook-owned entity. It’s not like this is new behavior from Mr. Z; it’s almost like he can’t stop himself from imperiously disrespecting the people who use his services. How many times has he tried to sneak through surreptitious changes to Facebook’s privacy policies?

But all’s better now, right? Actually, not so fast. First, their CEO simply claimed “it’s not our intention to sell your photos”–which is hardly legally binding. Instagram’s new terms of service remain–this is just damage control.

They also haven’t recanted the second shift in their terms of service; namely that “…we may not always identify paid services, sponsored content, or commercial communications as such.” In other words, that cool photo you see on your home page? That might actually be paid content, or what old people call ‘ads.’

The web runs on sponsored content, and we accept that. But on reputable sites, it’s identified, helping those sites maintain both credibility and an ethical balance with visitors. With this policy, Instagram is intentionally creating a gray area and you can almost hear them daring their users; “go on, see if you can tell what’s organic and what we’ve placed there.”

Hmmm…  I’m no dotcom billionaire, but it seems to me, the web community just proved they’re pretty good at that.

So long Instagram, it was a fun two years.

By Dennis Ryan, CCO, Olson

 

PS: Thanks Devin Bousquet, for the awesome profile picture.